Boston, MA -- (ReleaseWire) -- 07/17/2014 -- There was growing consumer interest in toilet care at the end of the review period, with this driven by a number of factors. There was notably strong new product development in this area during the review period. In 2012, Unilever for example launched Domestos 360 in-cistern devices, with this positioned as cleaning and destroying bacteria for up to 800 flushes, and Domestos ATTAX stickers that stick to the inside of the bowl and last up to 450 flushes. Henkel meanwhile launched Bref Power Active 4-in-1 rim block, with this offering a host of benefits. These launches were supported with strong advertising support, including TV advertising. These launches and their strong advertising support greatly boosted consumer awareness of toilet care and encouraged trial purchases in 2013.
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Henkel was the clear leader in toilet care throughout the review period, having been a pioneer in this area in Russia with its Bref brand. This brand dominates rim liquids with 57% value share and led in-cistern devices with 41%, while also having a strong position in rim blocks and toilet liquids with 18% and 15% value share respectively. The company also supports its brands with TV advertising and offered strong new product development during the review period, notably in the form of Bref Power Active 4-in-1, launched in late-2012.
Toilet care is expected to see a stronger performance in the forecast period with 3% value CAGR at constant 2013 prices, in comparison to just 1% CAGR in the review period. Stronger growth will be due to busier consumer lifestyles and a growing demand for convenience. Growth is also expected to be driven by ongoing innovation, both from multinationals and from new and existing domestic players. Domestic home care players are keen to diversify and upgrade their product ranges, with toilet care likely to benefit from this focus. Advertising support for new launches will increase consumers' interest in these products and encourage more consumers to trade up from bleach to toilet care.
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The Toilet Care in Russia market research report includes:
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Product coverage: In-Cistern Devices, ITBs, Toilet Care Mousse/Foam, Toilet Care Tablets/Powders, Toilet Cleaning Systems, Toilet Liquids.
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