Bleach continued to suffer from its negative image in 2018, with Austrian consumers demanding products that are not harmful to health or the environment. Bleach is perceived as abrasive, causing skin irritation and damaging clothing, as well as old water pipes.
Bleach sales are expected to continue declining over the forecast period, although products will remain available in the area. Consumers are actively opting for other cleaning products, with sales of sanitisers on the rise.
Home disinfectants are also gaining popularity as Austrian consumers look for effective results and safe, modern products. As a result, bleach is set to gradually be replaced by alternatives.
Dan Klorix remains the leading bleach brand in Austria. After launching a new website and social media accounts in 2017 in order to broaden its consumer base, Dan Klorix also focused on marketing its products as hygiene cleaners.
No major investments in bleach are expected in the coming five years. The leading Dan Klorix brand focuses on other surface care areas such as bathroom and kitchen cleaners and positions its hygiene cleaners as being suitable for effective toilet cleaning.
No major innovation is expected in bleach over the forecast period. As a result, smaller brands will continue to supply the existing consumer base for the foreseeable future.
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This industry report originates from Passport, our Home Care market research database.