The emergence of the pandemic and a rush to purchase different products with sanitising and disinfecting properties benefited bleach during 2020, with the category recording much higher volume growth compared to its review period average. Its more affordable prices compared to specific surface care for lower-income consumers resulted in some stockpiling.
Bleach is a well-established home care category in Costa Rica, which appeals to a wide target audience including mid- to high-income consumers for its perceived effectiveness in eliminating bacteria and viruses. Most brands’ innovation in 2021 continued to be expanding their formats such as foam and gel, in addition to fragrances.
Clorox de Centroamerica SA continued to dominate bleach in 2021 through its brands Clorox and Los Conejos Cloro. Strong demand for the leading brand Clorox in particular was driven by heightened hygiene practices at home in addition to its solid reputation for quality and efficiency.
Sales of bleach is predicted to rise in 2022 in constant retail value terms due to the lingering effects of the pandemic in terms of greater hygiene and cleaning practices in the home. Demand is expected to also be driven by higher price sensitivity amongst low- to mid-income consumers as bleach is more affordable than surface care in general, allowing it to outperform the latter in volume growth in 2022.
Bleach is likely to remain a cost-efficient option for cleaning different surfaces around the home for lower-income consumers. However, retail value growth (at constant 2021 prices) is likely to be marginally higher than volume growth, as players innovate and attempt to differentiate their products from other bleach brands.
With bleach offering further potential for growth and expansion, it is likely to attract new imported and affordable brands, which will begin to increase their presence across an expanding base of modern grocery retailers in the country, while more established local players will maintain their focus on priced-based competition through traditional grocery retailers.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).See All of Our Definitions
This report originates from Passport, our Bleach research and analysis database.
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