Bleach in Colombia

PROSPECTS

Discounters continue to bring down prices

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.

Informal bleach on the rise

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 competing with rim blocks

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.

COMPETITIVE LANDSCAPE

Clorox continues to struggle

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.

Leading brands continue to struggle

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.

Private label growth remains limited

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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