In 2020, during the COVID-19 crisis, the Department of Health in Australia released a statement about cleaning measures, hygiene and disinfectant properties. The Department of Health in Australia explained that bleach is an effective product against the COVID-19 virus, as long as consumers follow manufacturers’ instructions for proper use and dilution.
Pental Products Pty Ltd with its White King brand continued to dominate value sales of bleach in 2020 but suffered a slight drop in value share. The brand remained the most popular brand in bleach in 2020, thanks to its strong presence in Australia and its range of products responding to changing consumer needs.
Despite the dominance of White King, however, the leading brand lost some value share to private label and the smaller players accounted for in “others” in 2020. This is due to the fact that bleach is a cleaning product that is mainly used by older demographics whose purchasing patterns are impacted by the habit of persistence.
Despite the fact that bleach recorded a spike in demand in 2020 as a result of the particular hygiene concerns associated with the COVID-19 crisis. The retail current value growth rate is, however, projected to slow in the forecast period as the threat of COVID-19 subsides.
Environmental concerns linked to the use of bleach are also expected to re-emerge in the aftermath of the COVID-19 pandemic as the surge in demand linked to COVID-19 hygiene concerns subsides in the coming years. Consumers in Australia are becoming increasingly aware of the impact that cleaning products, and especially aggressive products such as those in bleach, have on the environment.
In Australia, consumers use a wide range of different products in their domestic cleaning routines with the aim of maximising the efficacy of their cleaning habits. As a result of the wide range of products that consumers incorporate into their cleaning routines, many Australian consumers will avoid bleach due to the particular health hazard that comes from mixing bleach with other products such as those containing ammonia.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bleach research and analysis database.
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