Due to the outbreak of COVID-19, sales of bleach saw a significant increase in 2020, moving from a decline in 2019 to double-digit value growth of 15%. Consumers concerned about reducing the spread of the virus were stockpiling bleach, through fear that COVID-19 would impact supply issues, or that they would need to isolate in the household, and therefore, they wanted to ensure they had a solid supply.
There was weak price movement for bleach in 2020, with no evidence of innovation on the landscape. Bleach sales continued to be dominated by just one brand, Klorin from Colgate-Palmolive, as well as private label offerings.
Bleach can be purchased for as little as DKK6.00 per litre in Denmark, if the brand name is not a requirement for the consumer.
Following the uplift in growth seen in 2020, due to stockpiling and consumers increased health concerns, bleach is expected to record a value decline in 2021. This decline will be due to the heightened sale seen in 2020, as well as some consumers having a surplus supply of the product within the household.
Bleach is set to continue having positive value and volume growth across the forecast period, especially among price-sensitive households, who will continue to make budget-conscious choices during the economic recession.
Although for many, safety was placed before sustainability concerns in 2020, this is expected to return and come into the forefront across the forecast period. These consumers will shift back to substitute alternatives such as surface care and toilet care.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bleach research and analysis database.
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