Competitive Landscape
Reckitt Benckiser Group Plc (Rb) Maintains Dominance through Innovation
Toilet care in Oman is moderately concentrated, with the top two players, Reckitt Benckiser Group Plc and Henkel AG & Co KGaA, holding significant shares. In 2025, Reckitt Benckiser maintained its lead with a 40% share, while Henkel held 15%.
Divestment Reshapes Market Dynamics
In 2025, Reckitt Benckiser announced the divestment of its essential home division to Advent International, while retaining a 30% equity stake in the new entity. This strategic move is part of Reckitt Benckiser's plan to streamline its portfolio and focus on high-margin powerbrands like Harpic.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Oman 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 Oman, 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 Oman 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 Oman?
- Which are the leading brands in Toilet Care in Oman?
- How are products distributed in Toilet Care in Oman?
- 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 Oman - Category analysis
Key Data Insights
Health and Wellness Drives Demand for Premium Toilet Care Products
Health and Wellness Drives Demand for Premium Toilet Care Products
Innovative Product Formats Boost Sales through E-Commerce Channels
Regulatory Updates and Technological Advancements Support Market Growth
Consumers Drive Demand for Innovative and Sustainable Toilet Care Solutions
Toilet Liquids/Foam Drives Sales with Convenience and Effectiveness
Sustainability and Wellness Trends Shape the Future of Toilet Care
Reckitt Benckiser Group Plc (Rb) Maintains Dominance through Innovation
Divestment Reshapes Market Dynamics
E-Commerce Emerges as Fast-Growing Channel for Toilet Care
Home Care in Oman - Industry Overview
Health-Consciousnes Premiumisation Prompt Innovative Products
Key Data Insights
Health-Consciousnes Premiumisation Prompt Innovative Products
Laundry Care Dominates Market Share with Essential Products
Home Insecticides Sees Dynamic Growth Driven by Consumer Needs
Consumers Drive Growth with Sustainable and Premium Products
Laundry Care Maintains Dominance with Essential Products
Online Sales and Premium Innovations Drive Business Growth
The Procter & Gamble Co and Henkel Ag & Co Kgaa Maintain Dominant Positions
Divestment Activity Reshapes Competitive Dynamics
Retail E-Commerce Emerges as Fast-Growing Channel for Home Care
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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