Fears around virus transmission led to considerably higher standards of cleaning during 2020 as people having to endure home seclusion took stringent measures to avoid virus transmission. As a result, bleach value sales witnessed a slight increase in 2020 over the previous year.
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.
Local players have largely withdrawn from bleach. Although some local players are able to manufacture bleach most have chosen not to do so due to the small and dwindling consumer base.
The bleach category is set to continue slowing over the forecast period, particularly after the global pandemic recedes and consumers revert to pre-COVID-19 cleaning habits. Moreover, the longer term prospects for this category are limited, especially as it is already highly consolidated and only experienced a modest uplift during the pandemic in 2020.
Manufacturers are likely to look for alternatives that include less stringent components and innovate with more natural products. Environmentally-concerned consumers will generally use non-chlorine bleach or natural alternatives such as lemon, baking soda and vinegar over the forecast period.
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.
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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.
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This report originates from Passport, our Bleach research and analysis database.
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