As noted, the popularity of bleach during the pandemic lockdowns was atypical and the following, slower-than-expected declines are based on the current economic conditions resulting in suppressed spending power in lower-income consumers. However, moving further into the forecast period, sales will normalise and return to previous patterns and trend.
Bleach is also likely to face strong competition from other surface care products during the next five years, despite being relatively cheaper. The risk of staining, along with precautions on safe usage, health concerns and the negative impact on the environment, are some of the factors which make alternative surface care products more competitive.
Leading home care manufacturers, such as Henkel France SA and Unilever France SA, have been phasing out bleach from the formulas of their cleaning products. Despite Henkel being present in bleach with its Eau Écarlate and Bref brands, such players have been increasingly active in acquiring and launching brands to create strong portfolios of products across home care, such as in multi-surface cleaners and home disinfectants – with a growing focus on current and emerging trends, such as multi-functional products and those with ingredients other than bleach.
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Understand the latest market trends and future growth opportunities for the Bleach industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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).
See All of Our DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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