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Country Report

Bleach in

Bleach in Colombia

13 pages, Feb 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Bleach, as a mature category, registered steady current retail value growth. Despite offering more affordable and comprehensive cleaning and disinfectant properties the category’s products did not benefit significantly from economic deceleration.

Private label expansion in other categories hampers bleach performance in 2017

Commoditised categories such as bleach witnessed a significant shift to private label over the review period as there were no major differences between products other than the brand name. However, many consumers remained loyal to renowned bleach brands for reasons including availability, convenience, product sizes and formats.

Traditional options compete with bleach as comprehensive cleaning solution

As in the past, when the economy slows down consumers are less willing to return to bleach as it is considered an “uncomfortable” product. It can damage clothes, and is irritating to skin and the respiratory system, issues addressed to some extent by scented bleach and colour safe bleach.

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Brinsa SA registered steady current retail value growth over the review period and in 2016 took the lead in the category from Clorox de Colombia SA. Products and prices were similar but Brinsa’s portfolio was more varied and the company participated in more categories than Clorox.

Private label surges thanks to discounters

With double-digit current retail value growth, private label registered the greatest increase in retail value share in 2017. Initially the aggressive low-price strategies of D1, Ara and Justo y Bueno covered basic categories such as bleach and created what came to be known as the “D1 effect”.

Lack of differentation punishes bleach

Major companies do not expect bleach to witness significant growth over the forecast period. Players had expected the category to benefit from the slowdown in the economy during the review period as consumers traditionally resorted to the versatile and cheap product.

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Bleach Market Samples Report Bleach Market Samples Data

Overview

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.

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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:

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 Colombia?
What are the major brands in Colombia?
How did bleach sales perform during the economic downturn?
What are the major applications of bleach in Colombia?

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.

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Bleach in Colombia - Category analysis

HEADLINES

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Private label expansion in other categories hampers bleach performance in 2017

Traditional options compete with bleach as comprehensive cleaning solution

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Private label surges thanks to discounters

Lack of differentation punishes bleach

CATEGORY DATA

Table 1 Sales of Bleach: Value 2012-2017
Table 2 Sales of Bleach: % Value Growth 2012-2017
Table 3 NBO Company Shares of Bleach: % Value 2013-2017
Table 4 LBN Brand Shares of Bleach: % Value 2014-2017
Table 5 Forecast Sales of Bleach: Value 2017-2022
Table 6 Forecast Sales of Bleach: % Value Growth 2017-2022

Home Care in Colombia - Industry Overview

EXECUTIVE SUMMARY

Discounters compete strongly in home care

Home care resilient in 2017

Unilever continues to expand through brand acquisitions

A multifunctional product interests the market

Home care expected to see growth through specialised products

MARKET INDICATORS

Table 7 Households 2012-2017

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2012-2017
Table 9 Sales of Home Care by Category: % Value Growth 2012-2017
Table 10 NBO Company Shares of Home Care: % Value 2013-2017
Table 11 LBN Brand Shares of Home Care: % Value 2014-2017
Table 12 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 13 Distribution of Home Care by Format: % Value 2012-2017
Table 14 Distribution of Home Care by Format and Category: % Value 2017
Table 15 Forecast Sales of Home Care by Category: Value 2017-2022
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

Megatrends

Country Report

Bleach in Colombia

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Private label expansion in other categories hampers bleach performance in 2017

Traditional options compete with bleach as comprehensive cleaning solution

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Private label surges thanks to discounters

Lack of differentation punishes bleach

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Bleach in Colombia - Category analysis

HEADLINES

PROSPECTS

Bleach fails to benefit significantly from economic downturn

Private label expansion in other categories hampers bleach performance in 2017

Traditional options compete with bleach as comprehensive cleaning solution

COMPETITIVE LANDSCAPE

Brinsa SA retains its lead

Private label surges thanks to discounters

Lack of differentation punishes bleach

CATEGORY DATA

Home Care in Colombia - Industry Overview

EXECUTIVE SUMMARY

Discounters compete strongly in home care

Home care resilient in 2017

Unilever continues to expand through brand acquisitions

A multifunctional product interests the market

Home care expected to see growth through specialised products

MARKET INDICATORS

MARKET DATA

SOURCES

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