During the forecast period 2024-2029, toilet care in China is set to witness steady, solid retail volume growth rates, and more dynamic retail current value increases, driven by heightened hygiene awareness. In particular, retail volume sales of in-cistern devices are expected to show strong growth potential, reflecting Chinese consumers’ high demand for convenient and efficient household cleaning solutions.
Meanwhile, toilet liquids/foam is also expected to maintain stable retail volume and current value growth in the forecast period, although at slower rates than in-cistern devices, and at a slower rate than was seen in the review period. This is mainly due to the rising competition from multi-purpose cleaners (surface care), which can be used for various surface cleaning purposes, including cleaning the toilet.
According to Euromonitor’s Passport: E-Commerce system, in 2023, the market share of toilet care products sold on the interest-based e-commerce platform Douyin grew rapidly, taking share of e-commerce sales from traditional online platforms such as Tmall and JD. Interest-based e-commerce is expected to maintain its growth trend throughout the forecast period, thanks to its broad user base and the marketing methods of short videos and live-streaming, which more effectively stimulate purchasing intentions.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Toilet Care
This is the aggregation of in-cistern devices, ITBs and liquids/powders, mousses, tablets and toilet cleaning systems.
See all of our definitionsThis report originates from Passport, our Toilet Care research and analysis database.
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