Future prospects for bleach care in Germany appear limited, as there are no new innovative paths expected to enter the category. In contrast, multipurpose cleaners is expected to record further growth momentum over the forecast period, particularly in the cleaning of surfaces in kitchens and bathrooms.
Retail volumes for bleach are expected to further decline as players focus more on developing environmentally-friendly options. Other categories are finding different ways to approach sustainability and formats, but the potential for bleach in this space is limited, mainly due to its main feature of germ-killing harsh chemicals.
As price pressures continue to increase, private label retain relevant share in the category, particularly as consumers opt to trade down heading into the forecast period. However, Dan Klorix is expected to remain the dominant brand in the category due to its established position.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Bleach research and analysis database.
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