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Country Report

Bleach in

Bleach in Germany

13 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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 It is considered to be outdated and in many cases too aggressive, as many of these products contain harsh chemicals, so consumers tend to prefer alternatives to bleach.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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Bleach Market Samples Report Bleach Market Samples Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Germany market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Bleach in Germany?
What are the major brands in Germany?
How did bleach sales perform during the economic downturn?
What are the major applications of bleach in Germany?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

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Bleach in Germany - Category analysis

HEADLINES

PROSPECTS

Consumer perception further dampens sales of bleach

Bleach remains a low profile niche product

Too many alternatives obstruct potential for growth

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Private label remains a strong presence

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Contrasting trends fail to prevent stagnation in home care sales

Home care serves therapeutic purpose whilst still offering convenience

Sophisticated private label stiffens competitive environment

Concentrated formulations, multi-functionality and sustainability as key themes

Technological advances serve as a threat to home care sales

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Bleach in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Consumer perception further dampens sales of bleach

Bleach remains a low profile niche product

Too many alternatives obstruct potential for growth

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Private label remains a strong presence

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Bleach in Germany - Category analysis

HEADLINES

PROSPECTS

Consumer perception further dampens sales of bleach

Bleach remains a low profile niche product

Too many alternatives obstruct potential for growth

COMPETITIVE LANDSCAPE

Product’s standing grants Colgate-Palmolive secure lead

Private label remains a strong presence

CATEGORY DATA

Home Care in Germany - Industry Overview

EXECUTIVE SUMMARY

Contrasting trends fail to prevent stagnation in home care sales

Home care serves therapeutic purpose whilst still offering convenience

Sophisticated private label stiffens competitive environment

Concentrated formulations, multi-functionality and sustainability as key themes

Technological advances serve as a threat to home care sales

MARKET INDICATORS

MARKET DATA

SOURCES

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