Bleach in Germany

PROSPECTS

Consumer perception further dampens sales of bleach

In 2018, bleach continued to lose significance as a home care cleaner in Germany. It is considered to be outdated and in many cases too aggressive, as many of these products contain harsh chemicals, so consumers tend to prefer alternatives to bleach.

Bleach remains a low profile niche product

No major changes were noted in the usage patterns of bleach over the review period. Non-floor surface cleaners still dominate bleach, catering to the continuous demand for versatile and multi-functional products.

Too many alternatives obstruct potential for growth

In an effort to comply with consumers’ demands for less aggressive or even potentially harmful products, many bleach manufacturers introduced non-chlorine options such as oxygen bleach or other alternatives with fewer or milder chemicals. Bleach users welcomed these changes, increasingly purchasing these gentler options and alternatives, some even at marginally higher prices.

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Being one of the very few brand providers of bleach, Colgate-Palmolive continued to lead and dominate value sales in Germany. Its leading brand Dan Klorix comes in a comparably large variety with different strengths, scents and usage specifications.

Private label remains a strong presence

Private label held strong double-digit value share within bleach in 2018, although it lost marginal ground. Limited advertising campaigns overall kept consumers’ attention to these products low while limited shelf space due to the low level of profitability further inhibited growth of product or brand awareness.

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