Competitive Landscape
Leaders Retain the Top Spots through Brand Strength, Distrubution and Innovation
The toilet care market in Poland is concentrated, with the top two companies, Henkel Polska Sp Zoo and Unilever Polska SA , holding a significant share of the market. In 2025, Henkel Polska led the market with a 24% share, while Unilever Polska held 20%.
Private Label Strengthens Its Presence as Consumers Remain Price-Conscious
In 2025, private label strengthened its position in Poland's toilet care market as consumers continued to seek affordable yet effective solutions amid sustained cost pressures. Retailers expanded their store-brand assortments, offering concentrated gels, rim blocks, and multipack cleaners that closely mirrored branded product quality at lower prices.
Demand for Sustainable Product Formats Creates Opportunities for Players in Toilet Care
The trend towards sustainable product formats is expected to continue over the forecast period, with brands focusing on refillable liquids, concentrated gels, and convenient wipes.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Toilet Care in Poland?
- How are products distributed in Toilet Care in Poland?
- 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 Poland - Category analysis
Key Data Insights
Steady Growth for Toilet Care Is Driven by Innovation and Sustainability
Steady Growth for Toilet Care Is Driven by Innovation and Sustainability
Itbs Leads Sales and Value Growth through Convenience and Effectiveness
Dr. Beckmann Drives Evolving Product Formats with Dissolvable Sheets
Rising Disposable Incomes and Private Label Expansion Is Set to Drive Growth
Itbs Is Set to Maintain the Largest Share with Steady Growth
Regulatory Pressures Are Set to Drive Eco-Friendly Product Development
Leaders Retain the Top Spots through Brand Strength, Distrubution and Innovation
Private Label Strengthens Its Presence as Consumers Remain Price-Conscious
Demand for Sustainable Product Formats Creates Opportunities for Players in Toilet Care
Discounters Drive Sales with Low Prices and Diverse Assortments
Retail E-Commerce Gains Traction among Younger Urban Consumers
Home Care in Poland - Industry Overview
Rising Incomes, Evolving Product Formats and Sustainability Drive Growth in Home Care
Key Data Insights
Rising Incomes, Evolving Product Formats and Sustainability Drive Growth in Home Care
Laundry Care Leads Retail Value Sales Through Ongoing Innovation
Mood-Boosting Ingredients Drive Premiumisation
Sustainable Innovations Are Set to Drive Growth in Polish Households
Laundry Care Is Expected to Maintain Its Lead through Premium Offerings
Environmental Regulations and Eco-Friendly Demands Will Transform Product Development
Leading Players Maintain Strong Positions through Scale, Brand Equity and Innovation
The Narrowing Quality Gap between Private Label and Brands Intensifies Competition
Discounters Drive Home Care Sales through Affordability and Quality
Retail E-Commerce Gains Traction with Eco-Friendly and Refill Packs
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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