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Learn moreFeb 2019
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Bleach is one of the most versatile and affordable cleaning solutions used in Colombian households. Discounters usually focus on such areas, where differentiation is low and there is a high level of commoditisation.
As consumers have been able to save money using private label ranges, the search for economy options has increased the visibility of informal bleach. This area is not new but is leveraging the low-price frenzy promoted by discounters.
Solid bleach blocks are also used for toilet care and sold in distributors that offer informal/unbranded concentrated bleach, home improvement outlets and swimming pool supply sellers. This product competes with rim blocks in toilet care, attracting consumers due to its low price and long-lasting properties.
Clorox continues to lose sales, with the company struggling to regain lost share in bleach, its most important area in Colombia. Despite innovative solutions like bleach in gel and promoting the use of bleach not only for laundry care but also overall house cleaning chores, competition from lower priced players has deeply affected Clorox, with even the company’s gel brand quickly being imitated.
In addition to Clorox, the other two major manufacturers of bleach in Colombia, Brinsa and JGB, are also losing sales. Competition from private label ranges is affecting almost all branded products in the area.
While private label ranges are gaining sales, they are doing so at a lower rate than the decline being seen by leading brands, with overall value sales therefore falling. Value erosion is being fuelled by price wars with discounters and private label ranges from traditional retailing brands.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Colombia 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 Colombia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Bleach in Colombia market research report includes:
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Why buy this report?
This industry report originates from Passport, our Home Care market research database.
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.