Executive Summary

Feb 2019
PROSPECTS
Home care disinfectants and hygiene cleaners gradually replacing bleach

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.

Sales to continue falling

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.

Shift towards more effective and safer alternatives

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.

COMPETITIVE LANDSCAPE
Leading producers to invest less in bleach and focus more on home disinfectants

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.

Investment to remain limited

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.

Little scope for innovation

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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Bleach in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Austria 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 Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Austria 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 Austria?
  • What are the major brands in Austria?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Austria?

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 Austria - Category analysis

HEADLINES

PROSPECTS

Home care disinfectants and hygiene cleaners gradually replacing bleach
Sales to continue falling
Shift towards more effective and safer alternatives

COMPETITIVE LANDSCAPE

Leading producers to invest less in bleach and focus more on home disinfectants
Investment to remain limited
Little scope for innovation

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 Austria - Industry Overview

EXECUTIVE SUMMARY

Home care posts positive performance in 2018
Austrians opting for convenient and effective products
Global players continue to dominate home care
Multifunctionality and innovation drive new product launches
Home care expected to continue developing

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