Competitive Landscape
Leading Players Maintain Their Grip through Innovation and Distribution
The toilet care market in Malaysia is concentrated, with the top two players, Reckitt Benckiser and SC Johnson & Son, holding a significant combined share of 63% in 2025. Reckitt Benckiser's share was 37%, largely accounted for by the Harpic brand, while SC Johnson & Son held 26%.
Kao Launches Easy-To-Spray Toilet Cleaner
In July 2025, Kao Malaysia launched the Magiclean Toilet Bubble Pack Spray, a compact, easy-to-use spray cleaner designed for modern, space-limited homes. The 300ml product retails at MYR19.
Stable Competitive Landscape with Opportunities for Innovation
There were no significant mergers or acquisitions in 2025, nor are any anticipated in 2026. The stability in the competitive landscape presents opportunities for businesses to focus on innovation and sustainability.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Toilet Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toilet Care in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toilet Care in Malaysia?
- Which are the leading brands in Toilet Care in Malaysia?
- How are products distributed in Toilet Care in Malaysia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Toilet Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Toilet Care in Malaysia - Category analysis
Key Data Insights
Kao and Clorox Drive Innovation in Hygiene Solutions
Kao and Clorox Drive Innovation in Hygiene Solutions
Toilet Liquids/Foam Dominates Market Share Thanks to Its Convenience
Evolving Product Formats and Health Trends Shape Market
Sustainable and Smart Solutions to Drive Future Growth
In-Cistern Devices to See the Most Dynamic Growth
Health and Wellness Trends to Shape Industry Landscape
Leading Players Maintain Their Grip through Innovation and Distribution
Kao Launches Easy-To-Spray Toilet Cleaner
Stable Competitive Landscape with Opportunities for Innovation
Convenience Stores Lead Toilet Care Sales
Retail E-Commerce Is the Fastest-Growing Channel in Toilet Care
Key Trends Shaping Toilet Care Distribution in Malaysia
Home Care in Malaysia - Industry Overview
Resilient Home Care Market Driven by Economic and Demographic Factors
Key Data Insights
Resilient Home Care Market Driven by Economic and Demographic Factors
Laundry Care Dominates Market Share
Kao Malaysia Drives Sustainability with Eco-Friendly Launches
Laundry Care Will Maintain Its Dominance
Sustainability Will Drive Innovation and Growth
Targeted Products to Gain Traction among Younger Consumers
Sc?Johnson and Unilever Continue to Lead
New Products From Kao and Pipper Standard
Opportunities Arise From Sustainability and Innovation
Grocery Retailers Dominate Sales
E-Commerce Gains Traction with Convenience and Promotions
Digital Channels to Continue Growing with Consumer Behaviour Shift
Country Reports Disclaimer
The following categories and subcategories are included:
Toilet Care
- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toilet Care research and analysis database.
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