According to Mintel, the number of men saying they take some responsibility for cleaning the toilet has risen from 78% in 2016 to 82% in 2017. Meanwhile, the number of men reporting to take some responsibility for buying toilet cleaning products has risen, too, increasing from 78% in 2016 to 84% in 2017.
Yet women still bear the brunt of the task; 72% of women claim to be solely responsible for cleaning the toilet, compared to less than half (47%) of men.
“There is still a gender discrepancy when it comes to buying and using toilet cleaning products, with women more likely to take sole charge and men more likely to share the task. However, there are signs of a shift in responsibility, with a rise in overall responsibility for buying and using products being driven by greater engagement from men,” noted Richard Hopping, household and brand analyst at Mintel.
Retail value sales of products in the toilet cleaning and care, bleaches and disinfectants category fell for the third year in a row, down from £287 million in 2013 to an estimated £265 million in 2016, wiping out 8% of value since 2013. This year sales are expected to continue to decline, falling to £263 million, according to Mintel. During the next five years, the market is forecast to remain stagnant, with a forecast value of £262 million in 2021.