Toilet Care Products Market - Growth, Trends, COVID-19 Impact, and Forecast (2022 - 2027)

The Toilet Care Products Market is Segmented by Product Type (Toilet Floor/Tile Cleaners, Faucet Cleaners, Basin Cleaners, Bathtub Cleaners, Automatic Toilet Bowl Cleaners, Toilet Paper, and Other Product Types), Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Online Retail Stores, and Other Distribution Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa). The report offers market size and forecasts in value (USD million) for all the above segments.

Market Snapshot

toilet care products market
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 3.52 %

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Market Overview

The toilet care products market is projected to record a CAGR of 3.52% during the forecast period (2022-2027).

The COVID19 crisis significantly affected the toilet care products market. Consumers shifted their concern toward maintaining clean homes, washrooms, and other areas. This behavior was majorly due to the rising consciousness of the consumers toward the necessity of hygiene to reduce germs and infections. Consumers preferred e-commerce websites to purchase these household products due to the closures of various retail stores, hypermarkets/supermarkets, etc. Reckitt Benckiser Group PLC, a major player in this sector, witnessed demand growth for toilet care products during the pandemic.

Consumer awareness and product knowledge about the various toilet care products led to the introduction of high-performance and quality products, which is driving the market’s growth.

The increasing rate of urbanization and changing lifestyles, awareness about keeping the surroundings germ-free, rising disposable income, and improved sanitation standards are likely to positively impact the growth of the market.

Scope of the Report

Toilet care products are used to maintain the hygiene of the toilets. For example, the toilet cleaner is sprayed around the rim and into the toilet bowl before using a toilet brush. A toilet brush is used to scrub the toilet, removing stubborn stains and biological debris. The toilet care products market is segmented by product type, distribution channel, and geography. For each segment, the market sizing and forecast have been done based on the value (in USD million).

By Product Type
Toilet Floor/Tile Cleaners
Faucet Cleaners
Basin Cleaners
Bath Tub Cleaners
Automatic Toilet Bowl Cleaners
Toilet Paper
Other Product Types
By Distribution Channel
Convenience Stores
Online Retail Stores
Other Distribution Channel
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle-East and Africa
South Africa
United Arab Emirates
Rest of Middle-East and Africa

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Key Market Trends

Adoption of a Healthier Lifestyle

The growing importance of a healthier lifestyle due to rising concerns among individuals about healthy and hygienic living and dust and dirt-free environment led to rising per capita spending on toilet care products. Due to this factor, vendors are introducing innovative toilet and surface cleaners in terms of packaging, product bundling, quality, pricing, and fragrance. Increasing demand for convenience and easy-to-use/apply toilet cleaning products has contributed to the evolution of new toilet care products. Fragrance has played a vital role in toilet cleaning products for the past few years. Consumers are increasingly looking for products that offer a pleasant odor, thus making vendors differentiate their products.

Toilet Care Products Market 1

Asia-Pacific is the Fastest-growing Market

Asia-Pacific is the fastest-growing market. The rising health consciousness among consumers regarding the prevalence of harmful diseases that can be spread through uncleaned toilets led to the rising sales of toilet care products in the region. Consumers across the region prefer eco-friendly toilet care products with natural and refreshing fragrances. For instance, in 2020, The Better India launched India’s First Subscription Kits in a range of non-toxic home cleaners, including toilet cleaners. In addition, governments of various countries are taking various initiatives for clean toilets, thus boosting the market’s sales.

Toilet Care Products

Competitive Landscape

The toilet care products market is highly competitive. The majority of the share is held by the leading players, including Procter & Gamble, Unilever, Church & Dwight, Reckitt Benckiser Group, and The Clorox Company. Key players are focusing on online distribution channels for the online marketing and branding of their products to expand their geographic reach and increase their customer base. Moreover, the leading manufacturers in the toilet care products market are focusing on leveraging opportunities posed by emerging markets in Asia-Pacific, like China and India, to expand their revenue base. The key brands are embarking on mergers and acquisitions, new product developments infused with the latest technology that has less effect on the surroundings, and innovative advertising campaigns to achieve consolidation.

Major Players

  1. Henkel AG & Co. KGaA

  2. Unilever

  3. Procter & Gamble

  4. Reckitt Benckiser Group PLC

  5. Church & Dwight Inc.

toilet care CL.PNG

Recent Developments

  • In 2022, Reckitt Benckiser Group PLC launched a new version of its toilet care product " Harpic". The pack of Harpic will have a QR Code to allow the consumers to follow the product's manufacturing process. The major strategy behind this launch is to maintain brand loyalty among consumers, as many artificial products look like Harpic. The strategy will also help the company record sales growth by offering the consumers original products. It will also help the company maintain its standardization globally.
  • In 2021, Henkel Chemicals launched new packaging for its toilet cleaner section. The new packaging includes more recycled plastic and reduces the weight of the bottle by 11%.
  • In 2021, Procter & Gamble's toilet paper brand Chairman launched Non-Fungible (NFT) toilet papers. The strategy behind the product's launch was to ensure the consumers’ awareness of hygiene. This strategy will also help the company expand its product portfolio and business.

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Toilet Floor/Tile Cleaners

      2. 5.1.2 Faucet Cleaners

      3. 5.1.3 Basin Cleaners

      4. 5.1.4 Bath Tub Cleaners

      5. 5.1.5 Automatic Toilet Bowl Cleaners

      6. 5.1.6 Toilet Paper

      7. 5.1.7 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/Hypermarkets

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channel

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle-East and Africa

        1. South Africa

        2. United Arab Emirates

        3. Rest of Middle-East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Henkel AG & Co. KGaA

      2. 6.4.2 S. C. Johnson & Son Inc.

      3. 6.4.3 Unilever PLC

      4. 6.4.4 Kao Cooperation

      5. 6.4.5 The Clorox Company

      6. 6.4.6 Procter & Gamble

      7. 6.4.7 Reckitt Benckiser Group PLC

      8. 6.4.8 Church & Dwight Inc.

      9. 6.4.9 Better Life

      10. 6.4.10 Dabur

    5. *List Not Exhaustive


**Subject to Availability
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Frequently Asked Questions

The Toilet Care Products Market market is studied from 2016 - 2027.

The Toilet Care Products Market is growing at a CAGR of 3.52% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2021.

Henkel AG & Co. KGaA, Unilever, Procter & Gamble, Reckitt Benckiser Group PLC, Church & Dwight Inc. are the major companies operating in Toilet Care Products Market.

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