Bleach in Estonia

PROSPECTS

No development in bleach

Bleach is predicted to decline in retail volume sales over the forecast period, following stagnation over the review period. There has been a lack of innovation for many years, with no evidence of new remarkable launches.

Bleach providers move positioning away from cleaning

The usage of bleach is changing amongst local consumers. Instead of using it for different household chores to kill germs, bleach is now more positioned to clean clothes.

Bleach does not align with rising health and environmental awareness

Another trend affecting the performance of bleach is rising health awareness in Estonia as bleach is considered to contain potentially harmful chemicals. Consumers are more concerned about the potential harm caused by the consistent use of chemicals than they are of germs.

COMPETITIVE LANDSCAPE

The Procter & Gamble Co dominates

Bleach in Estonia remains dominated by The Procter & Gamble Co and with its Ace brand. In earlier years (beginning of the millennium), the player was a strong marketer, as well as a new product developer.

Local players have withdrawn from bleach

Local players have withdrawn from bleach. Although there are local players that have the possibility of manufacturing such products, the major reason behind this is lack of a potential consumer base.

Stagnation in competitive landscape is expected

The competitive situation within bleach in Estonia is expected to remain similar over the coming years. The usage of bleach will continue to drop and the product format will become increasingly unfamiliar to Estonian consumers.

Files are delivered directly into your account within a few minutes of purchase.