Bleach in Estonia

PROSPECTS

Lack of innovation linked to limited consumer base as consumers shift to more specialised home care

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 players 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

Procter & Gamble Co dominates

Bleach in Estonia remains dominated 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Local players have withdrawn from bleach

Local players have largely withdrawn from bleach.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.