Executive Summary

Feb 2019
PROSPECTS
Bleach sees growth slow slightly in 2018

Given moderate demand and low frequency of use in daily life, bleach posted a slight slowdown in growth in 2018. The main usage of bleach in China is for household cleaning and laundry care.

Average unit price rises in current terms

Average unit price in bleach rose in 2018, but only due to inflation. With decreasing usage and a shrinking target audience, manufacturers chose not to invest in promotional campaigns due to the weak profitability of bleach products.

COMPETITIVE LANDSCAPE
Shanghai Hutchison WhiteCat remains the leading player

Thanks to its mass positioning and a national distribution network, particularly covering hypermarkets, supermarkets and independent small grocers in Eastern China, Shanghai Hutchison WhiteCat maintained its leading position in bleach in 2018. The company also benefits from a relatively stable target audience, with many consumers satisfied with the quality of its products and so remaining loyal to its Whitecat brand.

Bleach tends to be a regionalised category

Due to the falling popularity of bleach, many brand manufacturers are not willing to invest in this small category, a factor which has led to regionalisation. With the advantage of lower prices, smaller players have been able to capture share from the leading manufacturers.

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Bleach in China

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Overview

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

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

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 China - Category analysis

HEADLINES

PROSPECTS

Bleach sees growth slow slightly in 2018
Average unit price rises in current terms

COMPETITIVE LANDSCAPE

Shanghai Hutchison WhiteCat remains the leading player
Bleach tends to be a regionalised category

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 China - Industry Overview

EXECUTIVE SUMMARY

Home care registers stable current value growth in 2018
Product improvement a key trend in home care
Guangzhou Liby Enterprise Group remains the leading player
Differentiated home care products are introduced based on local needs
Value growth set to slow further over the forecast period

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 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources