The outlook for bleach over the forecast period is poor, with volume and current value sales projected to decline at steeper rates than they did over most of the review period. Growing concerns about environmental sustainability and rising health awareness among Danish consumers – both well-established trends – will continue to erode the appeal of this product type and encourage switching to alternatives in categories such as surface care and toilet care.
Recent years have seen more players in surface care and toilet care attempt to enhance the cleaning power of their brands and gain a competitive advantage by including bleach as an added-value ingredient in product formulas. Many consumers appreciate the value-for-money proposition of such products and perceive them to be safer and less damaging to the environment than traditional bleach, and therefore see less need to purchase the latter separately.
Given the high level of private label penetration and the fact that one of the main attractions of bleach in general is its low cost, price competition in this category is expected to remain intense over the forecast period. Moreover, limited scope for added-value innovation and growing competition from alternative product types in surface care and toilet care will continue to make it difficult for bleach manufacturers to justify unit price hikes.
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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.
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.
If you're in the Bleach industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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