Bleach saw little impact from COVID-19 in 2020, with the retail volume and current value declines seen throughout the review period continuing in this year. In Finland bleach is viewed as being efficient for disinfecting, but also as damaging for the environment and harmful to health when breathed in.
Bleach still retains its position as a versatile and tough go-to product when facing challenging cleaning tasks such as removing mould stains, cleaning the washing machine or heavier-duty disinfecting. However, due to the strong competition from other home care products, many players have not been able to boost their sales or even maintain them.
Nonetheless, players are still looking at ways of maintaining their sales and growth in bleach. For instance, marketing bleach as home care “super products” can help to minimise the sales decline.
As the impact of COVID-19 on sales of bleach has not been significant in 2020, in 2021 the category is set to maintain the trend seen throughout the review period, with slow declines in both retail volume and current value terms. However, from 2022 and for the rest of the forecast period, although the retail volume decline is set to continue, very slow current value growth is expected due to price rises.
The retail volume decline of bleach seems unstoppable in the forecast period. Finns are increasingly moving towards more specialised home care products, as bleach is often considered the last option amongst Finns, as it is seen not only as unhealthy, but also bad for the environment.
Although the multinational Colgate-Palmolive continues to lead bleach, domestic players also have strong positions in the category. Consumers in Finland tend to be quite patriotic, and buy local products if they are aware of this, and if they are available.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Finland 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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