The category performed relatively well in 2022 and 2023 because of its products’ low cost. When consumer purchasing power recovers, however, bleach will return to its negative trend.
With demand dropping, even leading players such as Colgate-Palmolive Belgium are unlikely to have any interest in investing in innovation and development within the category. Private label is likely to retain a key role, but the focus is likely to remain on offering the most affordable prices rather than investing in innovation.
The further development of home care solutions focusing on hygiene and disinfection will be another obstacle to bleach, with these products seen to be more modern and convenient. In addition, the growing presence of eco-friendly and sustainable home care products, such as those offered by Ecover, is placing further shade on bleach, which is increasingly seen as old-fashioned and potentially harmful.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See All of Our DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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