COVID-19 boosted retail volume and current value sales of bleach in 2020. The sanitary circumstances accentuated the need among consumers to sanitise their home.
Demand for bleach stagnated in the review period due to a lack of development or novelty in the product area, in addition to limited promotional efforts to further highlight its multi-functional usage. This product continues to be used by various generations out of habit and due to the traditional perception that it is effective in killing bacteria.
The competitive landscape of bleach remained fairly unchanged in 2020, despite the value share gain of private label. It therefore continued to be dominated by Unilever and its well-known, established brand Domestos, which enjoys strong visibility on retailers’ shelves and is quite often placed alongside surface care and toilet care at eye level.
As the pandemic gradually subsides and Croatian citizens resume work at the office, demand for bleach is expected to stabilise after the peak in demand in 2020. Due to its lower than average unit price compared to home care overall, bleach does not offer any strong opportunities for further growth potential and therefore producers are unlikely to further develop their product portfolios, instead concentrating on more lucrative categories that offer higher specific value.
Due to rising environmental concerns in Croatia, an increasing number of consumers, particularly younger generations, are gradually moving away from purchasing bleach and or at least reducing their usage of it, as they are aware of the impact that it can have on the environment. This trend is predicted to lead to a gradual decline in demand for bleach over the forecast period.
Despite the expansive offer of various surface care and toilet care products that claim to disinfect the areas that they target, the tradition of using chlorine bleach as a disinfectant has been transferred from one generation to another, although educated millennials are likely to move on from this way of thinking. For many Croatians, the smell of chlorine is associated with cleanliness, and is seen as an affordable way to treat various household tasks such acting as a drain opener, descaler and toilet care in addition to an all-purpose cleaning product.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Croatia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Bleach research and analysis database.
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