Bleach in France

PROSPECTS

Health and wellness fears impede demand

The demand for chlorine-based bleach, which is the most important product offer in listings, continues to slide. Caution and warnings about the toxicity and polluting quotient of traditional bleach products are regularly published by various media.

Emergence of chlorine-free alternatives

Traditional chlorine-based bleach is used for various applications which include cleaning, disinfecting, stain-removing, whitening, and deodorising. Various alternatives with similar or even better effectiveness are widely available, including multi-purpose cleaners, alcohol-based disinfectants and loose ingredients (black soap, white vinegar, sodium bicarbonate, or essential oils).

COMPETITIVE LANDSCAPE

Sanytol’s non-chlorine disinfectant indirectly appropriates value

Various home care products, which are positioned and marketed as chlorine-free and claimed to serve the purpose of disinfecting surfaces from bacteria, were launched during 2017-2018 by Idéal SA under its lead brand name, Sanytol. Sanytol’s rising sales have indirectly begun to appropriate some value away from bleach.

Brands marketing bleach with oxygenated process capture growth

Henkel’s Eau Écarlate and other brands which market oxygenated/phosphonate bleaching products still managed to capture some value progression in 2018. Consumers do not consider these as posing health and wellness risks.

Other players divest away from bleach

Other players are divesting away from traditional chlorine-based bleach and gradually moving towards alternatives. Apart from Colgate-Palmolive, which is working closely with AFISE to reassure consumers and work on the communicative aspects of its product line, other players are reducing their focus on conventional bleach.

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