Competitive Landscape
Henkel Maintains Lead through Innovation
Toilet care in the Netherlands remained moderately concentrated in 2025. Henkel Nederland led the market with a 34% share, followed by SC Johnson Benelux with 18%, and Unilever Nederland with 13%.
Sc?Johnson Leverages Fragrance Innovation to Target Premium Consumers
SC?Johnson maintains its share through its WC Eend brand. In 2025, it introduced Fresh Discs with limited-edition fragrances such as Mango-Verse, responding to consumer demand for more varied and refined scents.
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Overview:
Understand the latest market trends and future growth opportunities for the Toilet Care industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Toilet Care in Netherlands?
- How are products distributed in Toilet Care in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Premium Brands Drive Sales with Innovative Fragrances
Premium Brands Drive Sales with Innovative Fragrances
Private Label Gains Traction among Price-Conscious Consumers
Innovation in Toilet Care as Brands Chase Convenience and Efficacy
Rising Demand for Multifunctional Premium Products
Eu Regulations Set to Shape Product Formulation and Packaging
E-Commerce Will Fuel Growth and Premiumisation
Henkel Maintains Lead through Innovation
Sc?Johnson Leverages Fragrance Innovation to Target Premium Consumers
Supermarkets Channel Leads Toilet Care Sales
E-Commerce Gains Traction in Toilet Care Sales
Home Care in the Netherlands - Industry Overview
Dutch Home Care Shows Strength through Premiumisation
Key Data Insights
Dutch Home Care Shows Strength through Premiumisation
Sustainability Trend Is Prompting Innovation Amongst Manufacturers
Private-Label Development Drives Dutch Home Care Trends
Consumers Drive Demand for Effective and Sustainable Products
Private Label Expected to Lead Volume Sales by Expansion
Sustainability to Shape Future Industry Landscape
Premium Offerings Keep Leaders Ahead
Consumer Trust Fuelling Shift to Private Labels
Grocery Retailers Lead Home Care Sales through Supermarkets
Retail E-Commerce Drives Growth with Convenience and Competitive Pricing
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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