Although it is a fragmented and competitive category, bleach saw outstanding volume and current value growth in 2020 due to the COVID-19 crisis. Bulgarians already value the disinfecting properties of bleach and use it regularly for bathroom cleaning and tile disinfection.
Local players maintained their strong positions in bleach in 2020. There were some short-term stock issues at the height of the pandemic due to stockpiling and disruptions to supply chains, but local production and availability of local brands were not interrupted.
Ace from Procter & Gamble Bulgaria has been the leading brand in bleach in value terms for many years, and this continued in 2020. This is because Procter & Gamble is an international company, so its marketing budget is high.
There are limited growth opportunities for bleach across the forecast period, due to dynamic launches of disinfecting products in surface care including floor cleaning products, multi-purpose products and bathroom cleaners featuring disinfecting antibacterial properties. Bleach is perceived as old-fashioned and too strong in terms of chemical concentration, and growing consumer interest in products that are considered safe, gentle and natural for children and pets will see bleach fall out of favour somewhat and decline in retail volume terms.
Due to the popularity and good prices of local brands, private label share will remain low in bleach. The high price sensitivity of Bulgarians will ensure the stable performance of local players in the forecast period, as these offer lower unit prices compared with international products.
Scented bleach will continue to gain popularity and stimulate value growth across the forecast period, as it offers a more pleasant smell than classic bleach. The most popular fragrances are lemon and lavender, although other natural fragrances such as eucalyptus are likely to become popular as consumers opt for gentler smelling products.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Bulgaria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bleach research and analysis database.
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