Bleach benefitted significantly from the COVID-19 pandemic in 2020, as the need to disinfect all surface areas with a stringent disinfectant grew suddenly. With consumers increasingly price sensitive and concerned about COVID-19, many consumers bought bleach, as it is an economical as well as effective disinfectant.
Another factor encouraging the sales of bleach in 2021 has been the ongoing financial struggles caused by the COVID-19 pandemic. The lower price point of bleach compared to other cleaning products attracts economising consumers.
In 2021, the competition in bleach remained narrow, limited to several brands, both foreign and local, which were widely available in all modern retail channels Value shares largely remain to local brands that offer good quality products. However, the economising trend has seen many consumers down trade.
Demand for bleach is expected to remain until at least 2022-2023, largely due to the ongoing financial struggles caused by the COVID-19 pandemic. However, as the economy recovers later in the forecast period, consumers will migrate back to other home care products such as surface care, toilet care, and other products that have antibacterial properties.
Bleach in Belarus will be negatively impacted by consumers growing eco-awareness, which has been further strengthened by the health crisis of COVID-19. Consumers will pay paying increasing attention to the ingredients of home care products, especially younger educated consumers.
Over the forecast period, leading local players, such as Persol and Belizna, are expected to continue facing competition from the growing number of Russian brands such as Sanfor. Russian brands are larger, and therefore able to offer discounted prices that attract lower-income consumers.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).See All of Our Definitions
This report originates from Passport, our Bleach research and analysis database.
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