Fears around virus transmission led to considerably higher standards of cleaning in 2020 as people who endured home seclusion took stringent measures to avoid virus transmission. As a result, bleach volume sales witnessed a notable increase, after seeing decline the previous year.
Bleach is one of the few product areas within home care where consumers do not seek out for more natural or eco-friendly products. As a result, there is a limited selection when it comes to natural bleaches in Estonia.
Bleach in Estonia continues to be characterised by Procter & Gamble with its Ace brand. In the 2000s, the player invested heavily in marketing and new product development in bleach.
Over the forecast period, bleach will witness ongoing decline in volume terms. The main reason for this is due to perception of bleach being composed from aggressive and toxic chemicals.
The competitive environment within bleach is expected to remain similar over the coming years. Ace is expected to maintain its leading position while the importance of “others” will remain low.
Lidl entered the market at the end of 2021 in Estonia. As seen in Lithuania, Lidl so far has performed well within bleach due to its wide portfolio of private labels.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Estonia 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 Estonia, 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).
This report originates from Passport, our Bleach research and analysis database.
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