Boston, MA -- (ReleaseWire) -- 06/12/2014 -- In 2012, Jacoby Jack & Sons Ltd launched the Hepi brand within the toilet care tablets/powders category; the product is designed to clean the bottom of the toilet bowl, reducing the need to brush the bowl afterwards. However, there were no new launches in 2013.
Sano Bruno's Enterprises Ltd continued to dominate the toilet care category with a value share of 55% in value terms. It is present with a wide product offer under the Sano and Neca brand ranges, which are offered in a number of product categories. The company leads all the categories in which it is present (in-cistern devices, rim blocks and toilet liquids), with the exception of rim liquids where it is ranked second. Its products are offered in several fragrances. In 2013, Sano Bruno's Enterprises Ltd posted a two percentage point decline in share within toilet care as a whole, as a direct consequence of the two percentage point gain made by second-ranked SC Johnson Israel Ltd.
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Innovation is expected to continue impacting the toilet care category, as manufacturers will launch more convenient products positioned to allow consumers to save time and money, for example by improving the efficacy of products. Thus both rim liquids and toilet liquids are expected to lose share, while other formats, notably toilet care tablets/powders and rim blocks, are expected to see gains due to their stronger offer in terms of convenience.
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