PROSPECTS AND OPPORTUNITIES
Maturity will continue to affect growth potential in the years ahead
Given the high penetration rate of rim blocks in Portugal, the potential for volume growth over the forecast period will be limited. Brands are expected to continue investing in new product development in order to boost current value growth, particularly through new fragrances.
Promotional activity and innovation will be key for category growth
The reliance on promotional activity to counteract substantial price increases and compete with private labels presents a significant challenge for category players, who must strike a balance between promotional activities and innovation to prevent local consumers downtrading.
Increasing emphasis on sustainability expected
As in other home care categories, sustainability is set to remain a key trend in toilet care, with brands aiming to differentiate themselves through more environmentally friendly product innovation. For example, Reckitt Benckiser Portugal Lda recently launched Harpic Eco gel in toilet liquids/foam; Henkel Ibérica Portugal, Unipessoal, Lda launched the Sonasol Pronature rim blocks cage with a pack made from 100% recycled material; Procter & Gamble Portugal SA’s Neoblanc launched a recycled plastic package in toilet liquids/foam and rim block; Domestos from Unilever Fima Lda now manufactures its rim blocks cage and packaging from 100% recycled material; and private label, Continente, from Sonae Modelo Continente Hipermercados SA launched a green private label toilet liquid/foam, Continente ECO, which offers a sustainable product with a more affordable price.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Toilet Care in Portugal?
- How are products distributed in Toilet Care in Portugal?
- 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 Portugal - Category analysis
KEY DATA FINDINGS
Some volume decline in a mature category in 2024
Ambipur enters toilet care with innovative fragrances
Liquid bathroom cleaners remain affected by the popularity of rim blocks
Maturity will continue to affect growth potential in the years ahead
Promotional activity and innovation will be key for category growth
Increasing emphasis on sustainability expected
Home Care in Portugal - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
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?
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This report originates from Passport, our Toilet Care research and analysis database.
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