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