Competitive Landscape
Henkel and Johnson's Wax De Portugal Lda Lead Concentrated Landscape
The toilet care landscape in Portugal is concentrated, with Henkel Ibérica Portugal, Unipessoal, Lda (Pato) leading in 2025 with a 33% value share, followed by Johnson's Wax De Portugal Lda with 24%. Henkel maintains its lead due to the relevance of its rim blocks and the outstanding position of its Bref Sonasol brand, which offers a wide range of SKUs, shelf space, and fragrance innovations, albeit at a higher average price.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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 Insights
Promotional Intensity in Mature Category
Promotional Intensity in Mature Category
Sophisticated Scents and Premium Formats Reshaping Toilet Care
Sustainable Innovation and Product Efficiency
The Continued Influence of Promotional Activity on Future Toilet Care Sales
Scent Sophistication and Premium Value Trends to Remain Relevant
Sustainability to Shape Industry Developments
Henkel and Johnson's Wax De Portugal Lda Lead Concentrated Landscape
Supermarkets Dominates Toilet Care Distribution with Strong Presence
Retail E-Commerce Grows Slowly Despite Convenience and Product Variety
Home Care in Portugal - Industry Overview
Task Simplification of Multifunctional Home Care Driven by Convenience Demand
Key Data Insights
Task Simplification of Multifunctional Home Care Driven by Convenience Demand
Mood-Boosting Ingredients Gain Momentum across Many Home Care Categories
Sustainability Trend Drives Format Innovation
Scent Sophistication and Value-Driven Innovation to Drive Future Home Care Sales
Sustainability and Regulatory Compliance to Shape Future Development
Private Label to Gain Traction Amidst Industry Slowdown
Unilever and Reckitt Benckiser Maintain Lead through Innovation
Supermarkets Dominate Sales through Convenience and Promotions
Retail E-Commerce Grows Slowly as Consumers Prioritise In-Store Shopping
Country Reports Disclaimer
The following categories and subcategories are included:
Toilet Care
- In-Cistern Devices
-
- 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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!