Bleach in Colombia

PROSPECTS

Strong price competition from private label supports retail volume growth

Bleach is one of the most versatile and affordable cleaning solutions used in Colombian households and is often the first product considered when surface cleanliness is the top priority for consumers, especially in low-income families, among which more economical and fewer cleaning products are used.

Price remains a key factor in purchasing decisions

Bleach has low differentiation among brands and low prices can easily attract consumers away from leading brands to more affordable offers, in contrast with some other home care categories. Scented versions of bleach such as floral, citric and lavender bleach are slowly becoming more common on shelves, although prices can be significantly higher than traditional chlorine bleach offered by a hard discounter.

Private label changes consumer attitudes

According to trade interviews, hard discounters have lowered consumer expectations about home care products. The consumer of chlorine bleach, for example, feels they are making a smart purchase when choosing private label as they get more product for a lower price, which seems to be more important to these consumers than product quality.

COMPETITIVE LANDSCAPE

Private label surges ahead

The retail value share of private label bleach surged in 2018 and again in 2019, to outsell the top three players combined. This is clearly forcing brands to rethink their priorities.

Domestic players strong in bleach

The strong performance of domestic players in bleach is linked to their extensive distribution capacity and the relationships established with retailers, ensuring the availability of their products throughout the country. At the same time, and in response to the increasing private label presence, offers and promotions continued to be important sales drivers for bleach as consumers remained price driven.

Clorox de Colombia focuses on adding value to its products and their usage

Clorox de Colombia, as one of the main players in bleach, has attempted to developed new products to gain advantages over its competitors. Bleach in gel format is gaining popularity even though it targets mid- and high-income consumers by enhancing benefits such as offering improved control of the amount of product used, avoiding spillage and a better performance with double the concentration of regular bleach.

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