United States Toilet Brush Market is Poised to Attain Valuation of USD 802.1 Million by 2032: Astute Analytica

The US toilet brush market experiences robust growth driven by hygiene concerns, e-commerce expansion, and a shift towards silicone brushes. Key players compete on innovation, sustainability, and consumer-centric design while navigating price sensitivity in a consolidating market.

New Delhi, April 22, 2024 (GLOBE NEWSWIRE) — According to Astute Analytica, the United States toilet brush market is projected to attain a market valuation of US$ 802.1 million by 2032 , up from US$ 500.1 million in 2023, at a CAGR of 5.39% during the forecast period 2024–2032.

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The United States toilet brush market is thriving. Several key trends are fueling growth, including a shift in consumer preferences towards silicone and disposable brushes for their cleanliness and convenience. The COVID-19 pandemic’s focus on hygiene significantly increased demand, exemplified by a 15% spike in sales during 2020’s initial quarter. Heightened interest in single-use products aligns with this trend. However, sustainability remains a key concern, with 40% of consumers choosing eco-friendly options.

Consumer behavior reveals frequent replacement habits, with brushes changed every six months on average. The presence of multiple toilets in 60% of US households naturally drives up brush demand. Willingness to invest in premium, feature-rich brushes is another positive market indicator. Government regulations from agencies like the EPA and FDA are encouraging greener offerings, further influencing the products manufacturers develop. The U.S. toilet brush market presents significant opportunities for businesses. E-commerce is surging, showing 20% sales growth in 2022 and an anticipated 10% annual growth. The strong demand for sustainable products creates a specific niche for manufacturers to innovate and expand their reach within a growing customer base.

Absolutely! Here’s a breakdown of the findings, focused on the US market, into paragraphs with a heading:

Market Dynamics and Consumer Trends in the US Toilet Brush Market

The US toilet brush market is influenced by a complex interplay of pricing, consumer preferences, and the overall economic climate. Standard plastic toilet brushes are generally affordable, priced from $2 to $5, while innovative or multi-featured options range from $5 to $20. This pricing structure indicates room for both value-driven and premium product lines.

Consumer buying behavior is a key driver. Traditional retailers often target suburban middle-aged moms, reflecting a focus on household hygiene. Conversely, wholesalers cater to the needs of industrial cleaning companies and cleaning services. Recent innovations like the LooBlade, Loogun, and Handi Sani demonstrate a shift towards convenience and enhanced hygiene within the market. Additionally, specialized toilet brushes featuring expandable handles, multi-angle brushes, and soap-dispensing functions address specific consumer pain points and preferences.

The competitive landscape of the US toilet brush market features established players like Libman, Bürstenhaus Redecker GmbH, and OXO. These companies are typically evaluated by how well their products align with consumer trends, their overall market share, and the strategic approaches they take to expand or maintain their presence.

Key Findings in United States Toilet Brish Market

Market Forecast (2032) US$ 802.1 Million
CAGR 5.39%
By Brush Type Silicone Brushes (31.4%)
By Handle Type Stainless Steel Handles (45.9%)
By End Users  Household (49%)
By Sales Channel Offline (78.0%)
By Material Plastic (45.3%)
Top Trends
  • Rise of subscription-based e-commerce models for toilet brushes
  • Increase in toilet brushes designed for single-person households and small spaces
  • Growing preference for eco-friendly and sustainable toilet brush options
Top Drivers
  • Increasing number of single-person households in the United States
  • Growing consumer awareness about toilet hygiene and cleanliness
  • Advancements in toilet brush design and functionality
Top Challenges
  • Intense competition among toilet brush manufacturers in a fragmented market
  • Shifting consumer preferences towards alternative cleaning tools and methods
  • Environmental concerns related to the disposal of toilet brushes and their packaging

Silicone Brushes Dominated the United States Toilet Brush Market, Contribute Over 31.4% Market Share

The US toilet brush market is witnessing a significant shift towards silicone toilet brushes due to their superior hygienic properties. Consumers are increasingly recognizing that silicone brushes do not harbor harmful bacteria like E. coli, a common concern with traditional bristle brushes.  This preference stems from the non-porous nature of silicone, which significantly reduces bacteria buildup and unpleasant odors. Moreover, silicone’s water-repellent properties prevent debris from becoming trapped, further promoting a cleaner and more hygienic bathroom experience. Silicone toilet brushes also boast impressive durability and longevity. Their resistance to harsh cleaners and ability to withstand regular cleaning and disinfection contribute to a longer lifespan compared to traditional brushes. With proper care, a silicone toilet brush can easily last several years, providing excellent value for consumers.

The cleaning efficiency of silicone toilet brushes is another major selling point in the United States toilet brush market. Their soft yet firm bristles are effective without damaging delicate porcelain surfaces.  The inherent flexibility of silicone allows for comprehensive cleaning, easily reaching those hard-to-clean areas under the rim. Easy maintenance is a significant advantage of silicone brushes. They can be thoroughly sanitized with boiling water, rinsed clean effortlessly, and dry quickly.  This straightforward care routine ensures they remain hygienic and effective over time.  The shift towards sustainable products is also influencing the US market, with nearly 40% of consumers expressing interest in eco-friendly options.  The longer lifespan of silicone brushes reduces plastic waste, making them a more sustainable choice.

The US toilet brush market is fragmented, with major players dominating market share and increasingly utilizing online channels.  Online sales of toilet brushes experienced a 20% surge in 2022, highlighting the importance of e-commerce platforms.  Silicone toilet brushes are readily available through a variety of home goods stores, department stores, and major online platforms like Amazon and eBay.  Ongoing product innovations are catering to consumer demand for efficiency, with designs like the spatula-shaped silicone toilet brush gaining popularity.

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Online Sales of Toilet Brush is Projected to Increase from 22% in 2023 to 35% By End of 2032

The US toilet brush market is witnessing a significant shift towards online channels. The projection of online sales increasing from 22% to 35% aligns with the broader e-commerce boom. Nearly 20% of US retail sales occurred online in 2023, with growth expected to reach 24.5% by 2025. This surge is fueled by consumer preferences for the convenience of online shopping (valued by 43% of consumers), easy access to product reviews (important for 77%), and price comparisons (a factor for 65%). Demographics play a key role, with Millennials and Gen Z heavily favoring e-commerce and the widespread use of smartphones for online purchases (79% in the past 6 months). Subscription services and social media influence are also driving this shift, with 55% of online shoppers making purchases via social channels. Sustainability-minded consumers (50%) find appeal in the potential of online platforms to showcase eco-friendly toilet brush options.

Economic factors like increased disposable income and the pandemic-driven acceleration of e-commerce solidify this trend. Fast shipping (valued by 41% of consumers), free shipping (79%), easy returns (92%), and secure online payments (preferred by 42%) are crucial for e-commerce success in the toilet brush segment. Marketplaces like Amazon dominate, providing a favorable environment for both established players and innovative brands.

Top 10 Players Captured Over 40% Market Share of United States Toilet Brush Market

The US toilet brush market exhibits a relatively consolidated structure, with the top 10 players, including Addis Brush Company, Brabantia, Gala Brush, mDesign, OXO, LYSOL, Home Basics, SiegeClean, Simplehuman, ToiletTree, and Rubbermaid, holding over 40% of the market share. This indicates a market where a few major brands establish significant dominance. These key players cater to diverse consumer preferences by offering a range of products. Most brands offer brushes constructed from both plastic and stainless-steel materials. Companies like mDesign focus on affordability with colorful plastic options, while OXO and Simplehuman specialize in sleek stainless-steel designs. To capitalize on cross-selling opportunities, some brands like Mr. Clean (P&G), ToiletTree, and OXO offer combination sets featuring both brushes and plungers, targeting a wider range of bathroom cleaning needs.

To stand out in the market, brands often incorporate unique features or designs. ToiletTree offers a hands-free brush mechanism for hygienic operation, Simplehuman integrates a magnetic holder into its plunger design, and OXO focuses on ergonomic handles for enhanced grip and comfort. Distribution and pricing strategies play a crucial role in the competitive landscape. These brands maintain a strong presence across various distribution channels, including supermarkets, convenience stores, and online retailers, ensuring widespread accessibility. Their pricing strategies also vary, with mDesign offering affordable options and Simplehuman positioned as a premium brand. ToiletTree leverages combo sets and deals through various retailers for competitive advantage.

Brand perception significantly influences consumer choices in the US toilet brush market. Established brands like Lysol, Mr. Clean (P&G), OXO, and Rubbermaid benefit from their long-standing reputation and consumer trust in the cleaning category. Newer players like Simplehuman have carved out a niche by focusing on high-quality design and functionality. mDesign has gained popularity by offering affordable and stylish brush options in a variety of colors.

US Toilet Brush Market Key Players

  • Addis Brush Company
  • Brabantia
  • Gala Brush
  • Home Basics
  • LYSOL
  • mDesign
  • OXO (Mr. Clean)
  • Rubbermaid
  • SiegeClean
  • Simplehuman
  • ToiletTree
  • Other Prominent Players

Key Segmentation:

By Brush Type

  • Silicone
  • Natural
  • Mop Style
  • Disposable
  • Electric
  • Scrub Brush
  • Others

By Handle Type

  • Plastic handle
  • Stainless steel handle
  • Anti slip grip
  • Others

By Material

  • Plastic
  • Rubber
  • Others

By End User

  • Household
  • Commercial
  • Others

By Sales Channel

  • Offline
  • Online

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About Astute Analytica

Astute Analytica is a global analytics and advisory company which has built a solid reputation in a short period, thanks to the tangible outcomes we have delivered to our clients. We pride ourselves in generating unparalleled, in depth and uncannily accurate estimates and projections for our very demanding clients spread across different verticals. We have a long list of satisfied and repeat clients from a wide spectrum including technology, healthcare, chemicals, semiconductors, FMCG, and many more. These happy customers come to us from all across the Globe. They are able to make well calibrated decisions and leverage highly lucrative opportunities while surmounting the fierce challenges all because we analyze for them the complex business environment, segment wise existing and emerging possibilities, technology formations, growth estimates, and even the strategic choices available. In short, a complete package. All this is possible because we have a highly qualified, competent, and experienced team of professionals comprising of business analysts, economists, consultants, and technology experts. In our list of priorities, you-our patron-come at the top. You can be sure of best cost-effective, value-added package from us, should you decide to engage with us.

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