Bleach is perceived as old-fashioned and outdated, with consumers often feeling it is an unnecessary product to keep around the home, believing that other general and multi-purpose cleaners will sufficiently meet their needs. For the tougher cleaning jobs, speciality cleaners such as household disinfectants, kitchen or bathroom cleaners are preferred.
In general, most consumers have for many years replaced bleach with products perceived to be less aggressive including home care disinfectants and antibacterial cleaners such as multi-purpose, bathroom or kitchen cleaners. Some consumers have even opted for more natural solutions including alcohol-based cleaners, vinegar or other cleaners with natural ingredients.
Due to limitations in terms of growth potential and popularity, there is strong concentration in the bleach category, with only a few brands and products available and little shelf space allotted to these products in stores. There are also low levels of new launches and marketing, as such activity is seen as being unprofitable, which is also serving to keep awareness of the products low.
With a growing selection of less aggressive or potentially harmful alternatives including natural, bio and multifunctional products that are perceived to be better for the environment, surfaces and moreover health, bleach is expected to continue to decline over the forecast period. Much of this will stem from a lack of product selection, availability as well as low consumer awareness which will lead to a lack of demand over the forecast period.
As less stringent products are preferred in Austria, chlorine-free variants are gaining popularity in bleach. This is expected to stimulate manufacturers into launching new products and increasing their advertising and marketing for this range.
Bleach is expected to continue suffering from an old-fashioned and outdated image, with consumers often feeling it is an unnecessary product to keep around the home, believing that other general and multi-purpose cleaners will sufficiently meet their needs. For the tougher cleaning jobs, speciality cleaners such as household disinfectants, kitchen or bathroom cleaners will be preferred.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Austria 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 Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bleach research and analysis database.
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