Bleach in Bosnia and Herzegovina

PROSPECTS

Bleach continues to decline, driven by a lack of promotional support and competition from other products

Bleach continues to decrease in Bosnia-Herzegovina in 2019, in line with its performance over the review period.

Bleach suffers from negative perceptions due to environmental factors and the dangers of the substance

Traditionally, bleach has been used to enhance the washing of white laundry or as a strong home disinfectant, typically used in the bathroom. The main issue for most consumers when using bleach is its strong smell and the notion that it can be hazardous if not used with caution.

Despite negative connotations, there is some potential for bleach to grow over the forecast period

Despite the negative perceptions of bleach, there have been online content regarding innovative bleach applications, which is not something consumers in Bosnia-Herzegovina have tapped into yet. However, it is important to recognise that there is latent potential in bleach, and players with interest in developing, can find attractive angles to appeal to consumers.

COMPETITIVE LANDSCAPE

Meteor remains the leading player; however, it continues to lose share to Dukat

Meteor remained the leading player in bleach in 2019 but continued to come under increasing pressure from second-ranked Dukat. Bleach is not a crowded area, and there is very little advertising.

Bleach suffers from having no new launches or promotional activity in 2019

No notable new launches were recorded within bleach in Bosnia-Herzegovina in 2019, with no visible investments in marketing and promotions, or advertising on television or billboards. Bleach products are sometimes offered at discounted prices, so leaflets and internet sites containing discounts are the only promotion that bleach products are getting in the country.

Private label continues to gain ground, as dm-Drogerie Markt expand their retailing chains

Private label player dm-Drogerie Markt held a strong value share in 2019, after recording an increase in value share over the review period. dm-Drogerie Markt specialises in offering private label alternatives and controls most of the shelf space devoted to bleach in its dm chain.

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