Given the high penetration rate of rim blocks in Portugal, the potential for volume growth over the forecast period will be limited. Brands are expected to continue investing in new product development in order to boost current value growth, particularly through new fragrances.
The reliance on promotional activity to counteract substantial price increases and compete with private labels presents a significant challenge for category players, who must strike a balance between promotional activities and innovation to prevent local consumers downtrading.
As in other home care categories, sustainability is set to remain a key trend in toilet care, with brands aiming to differentiate themselves through more environmentally friendly product innovation. For example, Reckitt Benckiser Portugal Lda recently launched Harpic Eco gel in toilet liquids/foam; Henkel Ibérica Portugal, Unipessoal, Lda launched the Sonasol Pronature rim blocks cage with a pack made from 100% recycled material; Procter & Gamble Portugal SA’s Neoblanc launched a recycled plastic package in toilet liquids/foam and rim block; Domestos from Unilever Fima Lda now manufactures its rim blocks cage and packaging from 100% recycled material; and private label, Continente, from Sonae Modelo Continente Hipermercados SA launched a green private label toilet liquid/foam, Continente ECO, which offers a sustainable product with a more affordable price.
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Understand the latest market trends and future growth opportunities for the Toilet Care industry in Portugal 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 Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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