In 2018, bleach continued to experience a decline in current value terms. Value sales of bleach continued to contract due to falling volume sales, strong price competition within bleach, driven by private label lines, and the lower prices of alternative products, such as multipurpose cleaners and home disinfectants.
Volume sales of bleach continued to decline due to health concerns amongst consumers. The education of Australians about product content and the health-related issues of bleach continued to affect consumers’ purchasing habits.
Pental Products led bleach in value terms in 2018, with its White King brand. Although price competition continued to be a challenge for players in the category, Pental Products continued to see value growth and expand its share in bleach, as well as investing in penetrating other cleaning categories, such as dishwashing, laundry care and surface care.
It has been a challenge for brand manufacturers in bleach to appeal to younger consumer groups. This was why companies such as Pental Products continued to raise brand awareness through engaging marketing initiatives, such as “Coles mini-collectables”.
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This industry report originates from Passport, our Home Care market research database.