Bleach saw an unprecedented rise in retail sales in 2020. COVID-19 triggered an elevated sense of hygiene consciousness among Ecuadorian consumers and bleach is considered an inexpensive and effective product for cleaning and disinfecting surfaces.
Bleach is particularly popular as a multi-purpose product among consumers in the lower socioeconomic levels. Effective as a disinfectant and bactericide and comparatively low price, making it a more attractive choice than other available surface care products.
Clorox del Ecuador SA continued to dominate bleach in Ecuador in 2020, and its Clorox band held the vast majority of brand share. Clorox owes its success to the company’s investment in aggressive advertising spanning several years, pushing Clorox to replace Colgate-Palmolive’s Ajax, which had been one of the most recognisable brands of bleach in Ecuador for decades.
As the pandemic subsides, it is anticipated that demand for bleach will stabilise even if the tendency to clean and disinfect to prevent the propagation of the virus will have a lingering effect in 2021. Nonetheless, rising consumer concern about the harmful effects of bleach will lead consumers to opt more for home care disinfectants without chlorine.
Bleach is predicted to record low retail value and volume growth over the forecast period. Despite its low cost and wide availability, rising consumers awareness as to the potentially harmful effects of bleach is likely to slow down sales.
Corporación La Favorita CA ranked second in bleach in 2020, thanks to its private label line of Supermaxi products. Its success is attributable to its affordable price, appealing to a broad consumer base.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Ecuador 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 Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bleach research and analysis database.
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