Executive Summary

Feb 2019
PROSPECTS
The value decline in bleach continues in 2018

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.

Health concerns prevent growth

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.

COMPETITIVE LANDSCAPE
Pental Products continues to lead despite the overall decline in bleach

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.

Marketing initiatives to attract younger consumers

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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Bleach in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Australia market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bleach in Australia?
  • What are the major brands in Australia?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Australia?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Bleach in Australia - Category analysis

HEADLINES

PROSPECTS

The value decline in bleach continues in 2018
Health concerns prevent growth

COMPETITIVE LANDSCAPE

Pental Products continues to lead despite the overall decline in bleach
Marketing initiatives to attract younger consumers

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Australia - Industry Overview

EXECUTIVE SUMMARY

Home care registers another year of value growth
Consumer demand for sustainable home care products continues to grow
Price discounting hinders value growth in home care
Product efficacy remains a key factor in consumers’ decisions
Home care is set to experience a marginal constant value decline

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources