On balance, constant value and volume sales of bleach will fall over the forecast period, exacerbated by the continued sale of illicit bleach, which will be a key challenge for the category in the forthcoming years. The Clorox campaign in Ecuador has shown that despite the investment in advertising, the purchase of informal bleach is a difficult practice to remove from the Ecuadorian consumer.
Ecuador has gone through a period of economic crisis that was only exacerbated by the arrival of the novel coronavirus COVID-19 in 2020. National strikes in 2022 and political crises have made the road to recovery much harder, forcing consumers to become more price sensitive when buying essential and non-essential goods.
The bleach category in Ecuador is heavily concentrated with Clorox del Ecuador SA accounting for half of retail value sales in 2022. Although advertising investment seeks to reduce the consumption of illegal bleach, the lack of product differentiation is an issue.
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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.
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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 Definitions
This report originates from Passport, our Bleach research and analysis database.
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