Bleach volume sales generally remained stable over the review period thanks to a core group of consumers. Manufacturers have recognised this and are not seeking to drive sales because of the uncertain outcome of any promotional efforts.
Users of bleach are perfectly aware of the environmental impact of this product. Because of this, they are trying to limit their usage to specific situations when other alternatives are not deemed suitable or strong enough.
Consumers in Croatia need at least one home care product which is strong enough to completely eradicate dirt and stains, with the smell of chlorine largely associated with the ultimate in cleanliness. Chlorine is seen as an efficient disinfectant and cleaner and as such is used in several places in the home, for example on laundry, as a descaler, drain opener and surface care product.
Unilever remained the undisputed category leader in 2018, selling 15 times more bleach than all the other companies present put together. This position can be attributed to the strength of its Domestos brand, which is very well-known to consumers and enjoys strong visibility on retail shelves.
Discouraged by the success of Unilever, other manufacturers have given up competing with it directly. Instead, they simply focus on maintaining a presence on store shelves so as to provide consumers with an alternative option.
When it comes to bleach, the main priority for consumers is efficacy and getting the job done, with price being of secondary importance. The consumption of bleach is so low anyway that it does not matter if a little more is spent, with buying a cheaper alternative not saving much money.
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This industry report originates from Passport, our Home Care market research database.