Executive Summary

Feb 2019
PROSPECTS
Bleach sinks into oblivion

Trends such as eco-friendly, quick and convenient cleaning and a preference for pleasant-smelling products are all working against bleach. Bleach is, instead, used for deep cleaning since it is perceived as difficult to use because of the extra caution that users need to take.

Bleach faces competition from surface care products which contain bleach

Bleach is confronted by a growing number of surface cleaners which contain bleach in their formulations. Toilet care products, multi-purpose cleaners and even scouring agents have integrated bleach into their formulations, limiting the need for pure bleach solutions.

Smaller quantities are more popular

As bleach is no longer used in large amounts, manufacturers tend to offer smaller packaging. Although 5-litre formats still exist, 1-litre or even 750ml bottles are more frequently found on shelves.

COMPETITIVE LANDSCAPE
Private label remains strong

Manufacturers face a great challenge in creating value for pure bleach solutions and try to diversify by offering other home care solutions with added bleach. A further challenge is the overwhelming presence of private label which dominated value sales in 2018, with local supermarket chain Etn Franz Colruyt NV accounting for the second largest value share in bleach.

Only two major A-brands exist

Amid the dominance of private label, La Croix from Colgate-Palmolive Belgium SA is the main brand active in bleach. Its value share has risen as competition has dwindled, but its value sales declined in 2018.

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Bleach in Belgium

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Overview

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

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

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 Belgium - Category analysis

HEADLINES

PROSPECTS

Bleach sinks into oblivion
Bleach faces competition from surface care products which contain bleach
Smaller quantities are more popular

COMPETITIVE LANDSCAPE

Private label remains strong
Only two major A-brands exist

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 Belgium - Industry Overview

EXECUTIVE SUMMARY

Lower unit price causes slight decline in value sales
Performance is the target for both consumers and manufacturers
Private label is put under cover and new channels are sought
Developing trends include beauty and eco-friendly products
Expectations of growth in the forecast period are limited for home care

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