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 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.
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.
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.
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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This industry report originates from Passport, our Home Care market research database.