Competitive Landscape
Reckitt Benckiser and Kao Lead through Innovation and Distribution
The toilet care market in Singapore is concentrated, with the top two companies, Reckitt Benckiser (S) and Kao (S), holding a significant share of the market. Reckitt Benckiser maintained its leadership position in 2025 with a 31% share, bolstered by its Harpic brand’s strength in toilet liquids and rim blocks.
Kao’S Innovation Drives Competitive Advantage
In late 2025, Kao announced plans to expand its Magiclean toilet care range with a new Magiclean Foam Power Clean variant, set to launch in early 2026. The product will feature a dual-action formula combining deep-cleaning foam with deodorising technology to remove tough stains while leaving a long-lasting fresh scent.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Toilet Care in Singapore?
- How are products distributed in Toilet Care in Singapore?
- 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 Singapore - Category analysis
Key Data Insights
Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
Moderate Growth Driven by Focus on Hygiene-Enhancing Formulations
Evolving Product Formats Deliver Convenience through Automatic Cleaning Systems and Multifunctional Solutions
Sustainability Set to Drive Demand for Refillable and Low-Waste Toilet Care Solutions
Sharper Wellness Focus to Strengthen through Antibacterial and Deodorising Innovations
Digitalisation and Omnichannel Distribution Reshape Consumer Engagement
Reckitt Benckiser and Kao Lead through Innovation and Distribution
Kao’S Innovation Drives Competitive Advantage
Supermarkets Lead Toilet Care Sales
Home Care in Singapore - Industry Overview
Evolving Product Formats Support Value Growth through Convenience
Key Data Insights
Evolving Product Formats Support Value Growth through Convenience
Sustainability Shapes Eco-Friendly Innovation
Multifunctionality Emerges as Time-Saving Value Driver
Sustainability to Drive Eco-Friendly Production and Packaging
Digitalisation and E-Commerce Projected to Transform Shopping Behaviour
Premiumisation Set to Gain Momentum through Multifunctional Innovation
Leading Players Benefit From Innovation and Sustainability
New Launches and Emerging Trends Shape Competition
Supermarkets and E-Commerce Drive Home Care Sales
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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