"Toilet Care in Denmark" Published

Declining consumer trust hurt sales in 2014 as, thanks to the green trend, Danes increasingly viewed toilet care products as too chemical and dangerous for both the environment and personal health. News stories, for instance, flourished in nationwide media during 2013 regarding dangerously high levels of chlorine in Harpic products. The brand was found to contain up to three times the amounts typically used in bleach products. On the advice of the Danish consumer council, politicians were considering legislation to establish an upper limit of chlorine content, which would effectively ban the sale of many Harpic products in Denmark. The debate had a significantly detrimental impact on the toilet care category in 2014. Another key factor on sales was the lack of sustainable and allergy-friendly products, as many consumers were switching to surface care products with these USPs.

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Competitive Landscape

In 2014, Unilever Danmark held a 30% value share of toilet care. Reckitt Benckiser (Scandinavia) A/S was placed second with a value share of 17%, followed by the best-performing Danish company, Bräuner A/S, with 14%. In general, toilet care sales are dominated by international companies, which accounted for approximately two thirds of value sales in 2014.

Industry Prospects

Branded toilet care manufacturers face a challenging forecast period. Strong local preferences for sustainable and allergy-friendly products are likely to only intensify and represent an ever-wider consumer group over 2014-2019. ITBs increasingly look like outdated products and international toilet liquid brands will need to adapt to local preferences and introduce products with green USPs, ie ones that are sustainable and allergy-friendly, as indicated by consumer labelling such as Svanen (The Swan) and Den Blå Krans (The Blue Ribbon). The green trend has already been widely noticed in other home care categories where well-known international brands, such as Ariel, Omo, Ajax and Vel, have introduced green product variants. Toilet care manufacturers have been slow to react.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Toilet Care industry in Denmark with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toilet Care industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toilet Care in Denmark market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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