Home care companies such as Henkel, Procter & Gamble, and SC Johnson have recently moved into Eastern Europe, bringing with them innovative products for toilet care and cleaning. With this movement, Eastern European consumers are driving growth in the category, spending over 5.5 US dollars per cleaning item in 2012. Euromonitor expects that toilet care systems – which are considered a failure in the US market – will be brought to Eastern Europe to expand volumes.

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