Euromonitor International publishes the world's most comprehensive market research on the bleach industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and share data, distribution and industry trends and sub-category level information. 

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Strategy Briefing

Home Care: Quarterly Statement Q2 2017 - Brazil and Mexico Poles Apart

Jun 2017

For the most part the Q2 2017 update for home care is a story of ‘steady as she goes’, with only a minor downward revision 2016-2021. These downgrades reflecting a combination of likely adverse outcomes associated with the likes of President Trump ...

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Country Report

Bleach in Sweden

Jun 2017

Bleach saw value sales fall annually throughout the review period until the 1% current value growth registered in 2016. This growth was primarily down to price rises in the category, with bleach seeing value stagnate in constant terms during the ...

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Country Report

Bleach in Japan

May 2017

2016 saw sales of bleach in Japan decline by 9% to JPY6.4 billion. The main factor driving this rather strong contraction in sales was the incorporation of bleach functions into other purpose-specific home care products in categories such as kitchen ...

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Company Profile

Reckitt Benckiser Group Plc in Home Care

May 2017

The 2017 acquisition of Mead Johnson represents a major step in RB’s efforts to position itself as a consumer health company. This profile analyses the ramifications of the acquisition for the operations of the world’s third largest home care player,...

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Country Report

Bleach in Indonesia

May 2017

Bleach remained the worst performing home care category in Indonesia during 2016 as current value sales fell by 3% over the course of the year. Although the products categorised under bleach are generally marketed as bleach as well as disinfectant, ...

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Company Profile

Henkel AG & Co KGaA in Home Care

May 2017

Henkel is the fourth largest home care manufacturer in the world, and the second largest in Western Europe. This profile analyses Henkel’s strategic efforts to strengthen its key category positions in developed markets (with a specific review of the ...

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Country Report

Bleach in Kenya

Apr 2017

Bleach benefited strongly from consumer demand for affordable and versatile cleaning products. Bleach is considered highly affordable, while there is a strong tradition for using bleach for a wide range of applications. The number of brands in this ...

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Country Report

Bleach in Italy

Apr 2017

The legislation on biocide products for disinfectant use was updated in Italy in the second half of 2015, following EU regulation. The impact of this regulation was very harsh, particularly for small and medium sized enterprises. The production costs...

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Country Report

Bleach in Cameroon

Apr 2017

Bleach benefited strongly from strong consumer awareness at the end of the review period, with this resulting in many consumers seeking more affordable and versatile cleaning products. Bleach remained highly affordable and available across all ...

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Country Report

Bleach in New Zealand

Apr 2017

Bleach struggled to remain relevant in 2016, as competing home care categories incorporated the use of bleach into their new products. This was evident in toilet care where it was utilised in in-cistern devices, ITBs and toilet liquids in products ...

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Country Report

Bleach in Taiwan

Mar 2017

Most Taiwanese consumers find the odour of bleach to be unpleasant and this means that they are generally attempting to use less bleach, with some no longer prepared to use when doing their laundry. In addition, some consumers believe that bleach may...

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Country Report

Bleach in Hong Kong, China

Mar 2017

Bleach increased by 3% in current value terms in 2016. This was thanks mainly to rising hygiene awareness in light of multiple outbreaks of infectious diseases in the city over the last decade or so, namely, Severe Acute Respiratory Syndrome (SARS) ...

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Country Report

Bleach in Malaysia

Mar 2017

The proliferation of bleach-based products in multi-purpose cleaners, bathroom cleaners, kitchen cleaners and toilet liquids/foam are eroding value sales in bleach and suppressing growth rates. More consumers are becoming accustomed to using ...

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Country Report

Bleach in the Philippines

Mar 2017

In the Philippines, sales of bleach generally depend on consumers who prefer to use it instead of the other cleaning products available in the market, such as toilet liquids and floor cleaners. One trade source said that the consumers of bleach ...

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Country Report

Bleach in Australia

Mar 2017

Bleach continued to face a difficult retail environment in 2016. Brand manufacturers in other categories introduced a growing variety of products with disinfectant properties that served as substitutes for traditional bleach. Furthermore, the shift ...

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Company Profile

Kao Corp in Home Care

Mar 2017

Japan’s leading home care player, Kao, faces significant challenges in its domestic market. This profile analyses the company’s efforts to counter maturity and intensifying competition in key categories through innovation and marketing targeting ...

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Country Report

Bleach in the United Arab Emirates

Mar 2017

Consumers have started to shift to other specialised products in other categories, which meant that bleach saw only limited current value growth over the review period. Consumers are becoming more trusting towards specialised cleaning products such ...

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Country Report

Bleach in India

Mar 2017

The demand for bleach in the retail channel remains negligible in India, with bleach used for removing colour from clothes or cleaning hard stains from tiles or marble floors, but demand being small and met by low-cost unorganised products....

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Country Report

Bleach in Vietnam

Feb 2017

Due to the unpleasant odour of bleach and the fact that it contains toxic chemicals which can be very harmful to the skin and the environment, many consumers in Vietnam only ever use bleach for washing very stubborn dirt and stains which would not ...

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Country Report

Bleach in Pakistan

Feb 2017

Consumers in Pakistan continued to prefer laundry care and detergents over using bleach for cleaning their clothes in 2016. This is because bleach is generally perceived by Pakistani consumers to weaken the cloth and reduce the lustre of the texture....

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