Toilet care has been one of the better performing categories in the homecare market over the past year and half, with technologically focused NPD mostly in the driving seat.
21 August 2008
At a glance: Toilet care
- The toilet care market is currently worth €23 million
- Domestos is Ireland’s number one bleach brand
- The specialist lavatory cleaner is achieving growth, now representing 19.7% of the toilet cleaners market
- Jeyes Disinfectant’s share of the toilet cleaning market has grown 4% year on year
- Sales of Parozone Strongest Bleach have grown 7% year on year
- Sales of Jeyes’ Bloo-branded automatic toilet cleaning products have grown by 18% on last year
- Mintel’s 2002 GNDP recorded five environmentally-friendly launches across home-care, which grew to 328 in 2007, representing a 200% increase compared with 2006
- As much as 40% of Reckitt Benckiser’s revenues (producer of Cillit Bang, Dettol, Harpic, Vanish and Airwick) come from products that are no more than three years old
Products focused equally on convenience and power have been the strongest sales drivers in the toliet care sector for some time. The growth of new products has outweighed the value decline experienced in older formats, such as rim liquids, which have been subject to heavy discounting and increased competition from growing private labels. Although the market is facing some constraints as consumer spending patterns shift, household care in general has seen a return to steady value growth after a period of stagnation, which spells good news for brands with the right proposition.
Recent research by Mintel Global New Products Database (GNPD) shows the demand for more environmentally-friendly products has been increasing over the last five years. In light of this, by rethinking messaging and NPD focus, manufacturers can now capitalise on consumers’ new interest in greener products, creating a new opportunity in the mature category.
No-nonsense cleaners make a killing
Jeyes Disinfectant, first formulated in 1877 to clean London’s slums, has a share of the toilet cleaning market up 4% year on year, and is fully committed to the environment having achieved A.I.S.E Charter status earlier this year
However, whilst environmental issues have been a key concern for consumers over the past few years, Jeyes’ research shows that when given a choice, many consumers choose efficacy above convenience, value for money and environmental credentials. In light of this, Jeyes’ no-nonsense Parozone brand has been re-launched and re-formulated to kill toilet germs.
Parozone is the only brand to focus on cleaning every area of the toilet, says Jeyes, both inside and out to ensure toilet germs are eradicated wherever they spread. The star performer in Parozone’s toilet cleaning armoury with sales up 7% year on year, is Parozone Strongest Bleach, "the strongest bleach on the market" claims the company, killing 100% of toilet germs.
Jeyes’ Bloo-branded automatic toilet cleaning products include rim blocks and in-cistern blocks and have seen sales grow by an impressive 18% on last year. Through its sponsorship of UTV drama, The Bill, Jeyes’ products are on air every week, reaching over 4 million consumers.
Jeyes also recently acquired the Powder and Liquids Products (PLP) group, makers of the popular Easy range of household cleaning products. The Easy brand offers value for money products including bleach, washing up liquid and washing powder. With the price of the average weekly shop steadily increasing, many consumers are looking for products which represent good value for money, without compromising on quality. The new range puts Jeyes in an excellent position, being able to meet consumers’ household cleaning needs across a range of budgets.
The toilet cleaning sector is beginning to show growth through the specialist lavatory cleaner sector which now represents 19.7% of the toilet cleaners market. In addition, the sector has seen an underlying trend for limescale remover products.
Domestos, Ireland’s number one bleach brand, has now introduced New Zero Limescale which is an easy to use and highly effective limescale remover for the toilet. Stains and limescale build up in toilets over time and can prove unsightly and stubborn to shift.
Worse still, germs live and breed within the structure of the limescale turning it into their protective fortress. Ordinary cleaners are not strong enough to both remove the limescale and kill the germs that live within. New Zero Limescale is three times thicker, allowing it to cling to the bowl even below the waterline to destroy both the limescale and the germs hiding within it,leaving the toilet clean and germ free.
Domestos Zero Limescale will be supported with TV advertising throughout the year and on-going promotional activity in store. It is currently available in a Citrus fragrance 750ml bottle format.
Innovations creating category growth
With the toilet care market currently worth €23 million, new innovations plus a wide range of promotions from the Toilet Duck brand have ensured its continuing success.
The Toilet Duck portfolio of products includes Duck Liquid bottles with the unique duck head for cleaning hard to reach places under the toilet rim. The brand is driving sales with Duck Odour Eliminating Rimblocks which appeal to consumers’ desire to save time, as they ensure bad odours are eliminated instead of being merely covered up.
The rimblocks not only remove bad odours at the source but provide continuous freshening in the bathroom as well. The Toilet Duck range also includes regular liquid rimblocks available in a variety of fragrances.
Duck Magic Scrubs are another product focusing on consumer demand for convenience and power. This disposable cleaning pad makes tough cleaning easy by reacting with water to remove soap scum from the bath or shower. Toilet Duck has also recently introduced New Duck Power Liquid to the multi-million toilet care segment, available in both anti-limescale and odour elimination variants.
Duck Power Anti-Limescale offers consumers visible proof of its efficacy – it fizzes on contact with limescale and changes colour to show it is working. Duck Power Odour Elimination is another product focused on what consumers want, removing odours from toilets during cleaning. Toilet Duck will be supported by continuous promotions across its range.
Consumers see green
RECENT RESEARCH by Mintel found that consumers are increasingly demanding products that are safe for the environment. The trend, which has been observed globally, has led to a substantial increase in the number of green product launches over the last five years.
In 2002 Mintel’s GNDP recorded five environmentally-friendly launches across all sectors. This figure grew to 328 in 2007, representing a 200% increase compared with 2006.
The research showed that consumers look for green credentials particularly in certain categories, such as household paper products and energy-efficient appliances. According to Mintel, they are not necessarily looking for ‘organic’ or natural products, but those that address other concerns, for example by using environmentally-friendly packaging, or by having an association with a health or environmental organisation.
As a result of the trend, manufacturers are placing greater importance on the image of the brand and on how it is perceived, redesigning their communication strategy accordingly. In the move to become greener, Europe has seen a sharp rise in demand for lightweight PET packaging, which is expected to continue to grow.