Competitive Landscape
Leading Brands Dominate Toilet Care with Strong Branding
Toilet care in South Africa remained highly concentrated in 2025, with the top two players, SC?Johnson &?Son of South Africa and Reckitt Benckiser South Africa (Pty)?Ltd, accounting for 58% of sales in 2025. SC Johnson & Son held 34% of the market share and Reckitt Benckiser held 24% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Toilet Care in South Africa?
- How are products distributed in Toilet Care in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Evolving Product Formats Shape Toilet Cares’ Growth
Evolving Product Formats Shape Toilet Cares’ Growth
Toilet Liquids/Foam Remains the Largest Category, While Itbs Exhibits Dynamic Growth
Consumer Demand for Health and Hygiene Continues to Influence Toilet Care
Increasing Urbanisation Set to Drive Future Toilet Care Sales Growth
Toilet Liquids/Foam Remains Largest Due to Affordability and Efficacy
Consumer Demand for Value-Added Products Set T O Influence Brand Loyalty
Leading Brands Dominate Toilet Care with Strong Branding
Supermarkets Remain Dominant Channel for Toilet Care Sales
Retail E-Commerce Displays Flat Performance
Home Care in South Africa - Industry Overview
Multifunctionality Drives Growth in Home Care Products
Key Data Insights
Multifunctionality Drives Growth in Home Care Products
Laundry Care Dominates Market Share with Sustained Demand
Shifting Consumer Demand Rives Innovation in Product Formats
While Price Sensitivity Is Set to Remain High, Promotional Activity Is Expected to Drive Home Care Growth
Health and Wellness Trends Expected to Drive Growth in Laundry Care and Surface Care
Evolving Product Formats and Convenience-Driven Innovation Anticipated to Remain Relevant
Unilever South Africa (Pty) Ltd Maintains Lead in Concentrated Home Care Market
Supermarkets Dominate Home Care Distribution with Strong Presence
Retail E-Commerce Displays Flat Performance but Is Set to Gain Traction through Loyalty and Rewards Programmes
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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