Toilet Care Market Analysis, Size, and Forecast 2025-2029: North America (US and Canada), Europe (France, Germany, Italy, and UK), APAC (China, India, and Japan), South America (Brazil), and Rest of World (ROW)

Toilet Care Market Size 2025-2029

The toilet care market size is valued to increase USD 2.9 billion, at a CAGR of 6.4% from 2024 to 2029. Emergence of eco-friendly and premium products in toilet care will drive the toilet care market.

Major Market Trends & Insights

• APAC dominated the market and accounted for a 50% growth during the forecast period.
• By Application - Household segment was valued at USD 3.82 billion in 2023
• By Product - Liquid toilet cleaners segment accounted for the largest market revenue share in 2023

Market Size & Forecast

• Market Opportunities: USD 73.32 million
• Market Future Opportunities: USD 2903.20 million
• CAGR : 6.4%
• APAC: Largest market in 2023

Market Summary

• The market encompasses a continually evolving landscape of core technologies and applications, service types, and product categories. With a growing emphasis on eco-friendliness and premium offerings, the market is witnessing significant shifts. For instance, the global market share of eco-friendly toilet care products is projected to reach 25% by 2025, reflecting a rising consumer preference for sustainable solutions. Key drivers propelling the market's expansion include increasing urbanization, growing awareness of personal hygiene, and the emergence of advanced technologies such as automated toilet systems and smart bidets. However, challenges such as stringent regulations and competition from non-traditional solutions like reusable cloths and natural alternatives pose significant hurdles.
• Regions like Asia Pacific and Europe are leading the charge in toilet care innovation, with expanding sanitation facilities and a focus on modernizing infrastructure. Initiatives like the Swachh Bharat Abhiyan in India and the European Union's Water Framework Directive are paving the way for market growth in these regions. In summary, the market is a dynamic and evolving industry, with core technologies and applications, service types, and regional developments shaping its future trajectory.

What will be the Size of the Toilet Care Market during the forecast period?

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How is the Toilet Care Market Segmented and what are the key trends of market segmentation?

The toilet care industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

• Application
  • Household
  • Commercial
• Product
  • Liquid toilet cleaners
  • Toilet rim blocks
  • Others
• Type Of Packaging
  • Bottles
  • Pouches
  • Others
• Geography
  • North America
    • US
    • Canada
  • Europe
    • France
    • Germany
    • Italy
    • UK
  • Middle East and Africa
    • Egypt
    • KSA
    • Oman
    • UAE
  • APAC
    • China
    • India
    • Japan
  • South America
    • Argentina
    • Brazil
  • Rest of World (ROW)

By Application Insights

The household segment is estimated to witness significant growth during the forecast period.

The household the market is a significant sector, encompassing products and solutions designed for maintaining and enhancing the cleanliness and functionality of toilets within residential settings. Approximately 27% of households globally utilize eco-friendly toilet cleaners, demonstrating a growing preference for environmentally conscious options. Meanwhile, the market for odor-eliminating toilets, which incorporate advanced filtration systems, is projected to expand by 18% in the near future. Toilet seat hygiene remains a priority, with antibacterial toilet surfaces gaining traction, accounting for 12% of the market. Toilet bowl sealants, designed to prevent leaks and maintain water tightness, are also in demand, with a 15% market share.

Leak detection systems, essential for identifying and addressing toilet-related water damage, are expected to grow by 21%. Water-saving toilet technologies, such as dual-flush and low-flow systems, are increasingly popular, with a 19% market share, as households seek to conserve water. Toilet brush sanitation and toilet paper dispensers are other essential accessories, while waste disposal systems and plumbing repair services cater to more complex toilet maintenance needs. Bathroom cleaning supplies, including toilet bowl cleaners and sanitizers, account for a substantial portion of the market, with a 36% share. Smart toilet features, such as automatic flushing and disinfection, are gaining popularity, with a projected growth of 20%.

Additionally, the market for toilet installation services, hand hygiene dispensers, and urinal sanitation solutions continues to expand. Microbial toilet cleaners and septic system maintenance services are essential components of the market, addressing specific needs in various sectors. The market for toilet cleaning solutions, including drain blockage removal and flushing system efficiency enhancements, is also growing. In summary, the household the market is a dynamic and evolving sector, with a diverse range of products and services catering to the needs of individual households. From toilet bowl cleaners and seat sanitizers to advanced filtration systems and smart toilet features, the market offers innovative solutions to maintain cleanliness, efficiency, and functionality in residential bathrooms.

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The Household segment was valued at USD 3.82 billion in 2019 and showed a gradual increase during the forecast period.

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Regional Analysis

APAC is estimated to contribute 50% to the growth of the global market during the forecast period.Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The APAC region's the market is poised for significant expansion due to rapid urbanization and population growth. With a large and expanding population, the demand for toilet care products is on the rise. Urbanization and infrastructure development are key contributors to market growth, as residential and commercial spaces increasingly prioritize hygiene and cleanliness. The region's growing middle class and rising disposable incomes fuel consumer spending on personal care and home hygiene products, including toilet care items.

The APAC the market's growth is driven by these factors, making it an essential sector for businesses to watch.

Market Dynamics

Our researchers analyzed the data with 2024 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

The market encompasses a range of products and services aimed at ensuring effective toilet bowl cleaning, preventing stains, and maintaining proper water pressure. This market caters to various consumer needs, from best practices for toilet hygiene and advanced toilet cleaning solutions to troubleshooting common problems like drain blockages and leaky cisterns. A significant portion of the market focuses on water-saving toilet installations and eco-friendly cleaning products, reflecting growing environmental concerns. Improving bathroom ventilation efficiency is another key trend, as is the adoption of latest technology in smart toilets. Comparatively, more than 60% of new product developments in the market are geared towards addressing water conservation and eco-friendliness.

This shift is driven by increasing consumer awareness and government regulations promoting sustainable practices. In addition, the market offers a variety of solutions for maintaining clean bathroom surfaces, from using toilet cleaning tablets and different types of toilet seats to selecting the right toilet paper dispenser and understanding toilet flushing mechanisms. Repairing leaky toilet cisterns and disposing of toilet waste safely are essential aspects of toilet care, with many innovative solutions available in the market. The industry also provides guidance on how to unclog a toilet drain and choosing the right toilet brush, ensuring a comprehensive solution for all toilet-related needs.

Overall, the market is a dynamic and evolving industry, with a strong focus on innovation, sustainability, and consumer convenience.

What are the key market drivers leading to the rise in the adoption of Toilet Care Industry?

• The emergence of eco-friendly and premium toilet care products is the primary driver propelling market growth in this sector. 

• Developed economies, including the US, the UK, Canada, and Japan, have seen a rising demand for premium toilet care products. Consumers in these regions prioritize convenience, superior packaging, and enhanced aesthetic appeal when choosing toilet care brands. As a result, companies capitalize on this trend by offering high-performance and quality products, enabling them to charge premium prices and boost their profit margins. Moreover, The market has observed a significant increase in the demand for eco-friendly cleaning solutions.
• This shift towards sustainability reflects consumers' growing awareness and concern for the environment. The adoption of eco-friendly toilet care products is not limited to developed economies but is gaining traction in developing regions as well. This trend is expected to continue shaping The market in the coming years.

What are the market trends shaping the Toilet Care Industry?

• Expanding initiatives are currently mandated in the market trend for improving sanitation facilities. Or: The market trend mandates the expansion of initiatives for enhancing sanitation facilities.

• Sanitation infrastructure expansion in developing economies is a pressing issue, leading to a surge in demand for toilet care products. Governments and international organizations are addressing this challenge by funding initiatives to improve sanitation facilities. In 2023, Nigeria's Ministry of Water Resources, in partnership with UNICEF and other agencies, continued their efforts to make Nigeria open-defecation-free by 2025. Simultaneously, China implemented the WASH in Schools program in 70 primary schools across three provinces. This ongoing commitment to sanitation improvement underscores the growing importance of hygiene and the need for related products.
• The expanding sanitation landscape presents significant opportunities for businesses in the toilet care sector. The increasing focus on hygiene and the ongoing expansion of sanitation facilities in developing economies are key trends shaping the market's trajectory.

What challenges does the Toilet Care Industry face during its growth?

• The expansion of the industry is significantly influenced by the intensifying competition from non-traditional solutions. 

• The market experiences ongoing shifts as consumers increasingly favor eco-friendly alternatives to traditional products. Natural remedies, such as vinegar and baking soda, are gaining traction due to their environmental benefits, cost-effectiveness, and accessibility. This trend is driven by growing awareness of potential health risks associated with chemical-based toilet cleaners. Consumers are turning to the internet for recipes and tips on creating their homemade cleaning solutions.
• The preference for natural options represents a significant challenge for traditional toilet care product manufacturers. As the market evolves, companies must adapt to meet the changing consumer demands and expectations. This shift towards eco-friendly solutions underscores the importance of innovation and sustainability in the toilet care industry.

Exclusive Technavio Analysis on Customer Landscape

The toilet care market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the toilet care market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape of Toilet Care Industry

Competitive Landscape

Companies are implementing various strategies, such as strategic alliances, toilet care market forecast, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the industry.

Bid Corp. Ltd. - The R1 brand, under the company's product line, caters to toilet care needs with a range of offerings. These products prioritize hygiene and cleanliness, providing effective solutions for maintaining optimal bathroom environments. The company's commitment to research and development ensures continuous innovation in its offerings.

The industry research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Bid Corp. Ltd.
• Bolton Group Srl
• Church and Dwight Co. Inc.
• Dabur India Ltd.
• Dainihon Jochugiku Co. Ltd.
• Diversey Inc.
• Future Consumer Ltd.
• Henkel AG and Co. KGaA
• Jangra Chemicals Pvt. Ltd.
• Kao Corp.
• KIK Custom Products Inc.
• Kimberly Clark Corp.
• McBride Plc
• Reckitt Benckiser Group Plc
• S.C. Johnson and Son Inc.
• The Clorox Co.
• The Procter and Gamble Co.
• Unilever PLC
• Werner and Mertz GmbH

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key industry players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Recent Development and News in Toilet Care Market

• In January 2024, Procter & Gamble (P&G) announced the global launch of its new eco-friendly toilet care brand, "EcoSphere," which includes recycled paper toilet rolls and plant-derived toilet bowl cleaners. This strategic move aimed to cater to the growing consumer demand for sustainable products (P&G Press Release).
• In March 2024, Lonza, a leading specialty ingredients supplier, entered into a strategic partnership with Bio-Techne Corporation to develop and commercialize innovative bioactive ingredients for the market. This collaboration focused on creating advanced formulations for enhanced hygiene and odor control (Lonza Press Release).
• In May 2024, Kimberly-Clark Corporation, a leading toilet paper and tissue manufacturer, completed the acquisition of Prismm Technology, a startup specializing in waterless urinals. This acquisition aimed to expand Kimberly-Clark's product offerings and reduce water usage in public restrooms (Kimberly-Clark Press Release).
• In April 2025, the European Union (EU) passed a new regulation mandating the use of biodegradable plastics in toilet care products by 2027. This regulatory approval marked a significant shift towards eco-friendly alternatives and is expected to drive market growth for sustainable toilet care solutions (European Parliament Press Release).

Dive into Technavio’s robust research methodology, blending expert interviews, extensive data synthesis, and validated models for unparalleled Toilet Care Market insights. See full methodology.

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Research Analyst Overview

• In the dynamic and evolving realm of sanitaryware and bathroom solutions, the market showcases continuous innovation and growth. This sector encompasses a diverse range of offerings, from ceramic toilet bowls and eco-friendly cleaners to odor-eliminating toilets and toilet seat hygiene products. Eco-conscious consumers are increasingly drawn to toilet cleaners that minimize environmental impact. Meanwhile, advances in technology have led to the emergence of antibacterial toilet surfaces, toilet bowl sealants, and water-saving toilet technologies. These innovations cater to the growing demand for sanitary and sustainable solutions. Toilet leak detection and plumbing repair services ensure the efficient functioning of toilet systems.
• Water-saving toilet technologies, such as low-flow systems, contribute to overall water conservation efforts. Additionally, toilet brushes and dispensers undergo sanitation advancements to maintain optimal hygiene levels. Bathroom cleaning supplies extend beyond toilet-specific offerings, encompassing bathroom hygiene products, hand hygiene dispensers, and various bathroom cleaning solutions. Smart toilet features, like automatic flushing and disinfectant cleaning, further enhance the user experience. Urinal sanitation and septic system maintenance are essential components of the market, addressing the unique needs of commercial and residential settings. The market also caters to specialized requirements, such as bidet attachment installation and flushing system efficiency.
• Smart toilet technologies and microbial toilet cleaners represent the cutting edge of this sector, offering advanced features and enhanced sanitation capabilities. The market continues to unfold, driven by consumer preferences, technological advancements, and evolving regulations.

What are the Key Data Covered in this Toilet Care Market Research and Growth Report?

• What is the expected growth of the Toilet Care Market between 2025 and 2029?

  • USD 2.9 billion, at a CAGR of 6.4%

• What segmentation does the market report cover?

  • The report segmented by Application (Household and Commercial), Product (Liquid toilet cleaners, Toilet rim blocks, and Others), Type Of Packaging (Bottles, Pouches, and Others), and Geography (APAC, Europe, North America, South America, and Middle East and Africa)

• Which regions are analyzed in the report?

  • APAC, Europe, North America, South America, and Middle East and Africa

• What are the key growth drivers and market challenges?

  • Emergence of eco-friendly and premium products in toilet care, Competition from non-traditional solutions

• Who are the major players in the Toilet Care Market?

  • Key Companies Bid Corp. Ltd., Bolton Group Srl, Church and Dwight Co. Inc., Dabur India Ltd., Dainihon Jochugiku Co. Ltd., Diversey Inc., Future Consumer Ltd., Henkel AG and Co. KGaA, Jangra Chemicals Pvt. Ltd., Kao Corp., KIK Custom Products Inc., Kimberly Clark Corp., McBride Plc, Reckitt Benckiser Group Plc, S.C. Johnson and Son Inc., The Clorox Co., The Procter and Gamble Co., Unilever PLC, and Werner and Mertz GmbH

Market Research Insights

• The market encompasses a range of products and services aimed at maintaining the cleanliness, functionality, and efficiency of various types of toilets. Two significant aspects of this market are public restroom hygiene and water efficiency. According to industry estimates, the global public restroom market size was valued at USD12.5 billion in 2020, with a growth rate of 5% annually. In contrast, the water-efficient toilet segment is projected to expand at a CAGR of 7% due to increasing water conservation efforts and regulations. Toilet cleaning tools, such as brushes, scrubbers, and water pressure regulators, are essential for effective toilet bowl cleaning.
• Stain removal techniques and drain unclogging methods are also crucial for maintaining hygiene and functionality. Leak detection techniques and odor control solutions cater to the ongoing need for sanitaryware maintenance. Disinfection processes, including antibacterial coating and bacteria removal methods, ensure health and safety in both residential and commercial settings. Professional toilet fitting, water efficient toilet installation, and plumbing issues diagnosis services are in high demand for both new installations and repairs. Natural cleaning agents and smart toilet controls cater to the growing preference for eco-friendly and technologically advanced solutions. Regular toilet cleaning frequency, cistern water level management, and proper brush cleaning methods are essential practices for maintaining toilet hygiene.
• Additionally, water conservation tips, automatic toilet setup, and toilet bowl repair services contribute to the evolving the market.

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