Bleach continued to underperform within home care Germany in 2020. Other cleaning and sanitising-related products such as home care disinfectants and multi-purpose cleaners continued to pose valid alternatives to bleach, therefore representing major competition.
Declining sales and consumer interest, overall limited distribution in terms of choice of channels and reduced shelf space are also negatively impacting bleach. This reduced visibility and awareness of the product is therefore contributing to further declining demand.
Bleach continued to record a weak performance in 2020 in Germany, recording declining sales in both retail volume and current value terms. This is mainly linked to rising health and wellness concerns amongst consumers in addition to greater awareness of the environment regarding the use of harsh chemicals in the home, which is continuing to limited demand for chlorine-based bleach.
Beyond 2020 and the threat of the pandemic, bleach is expected to continue declining as consumers focus more on less harmful products for both surfaces and the environment. DanKlorix by Colgate-Palmolive is likely to continue to dominate sales over the forecast period, given its high levels of trust due to its long tradition in the local marketplace.
As bleach continues to lose its relevance in Germany and consumers shift further towards perceived less harmful products, even manufacturers are expected to focus their efforts on more popular alternatives, thus limiting overall product availability. Although the three main branded players in bleach, Colgate-Palmolive (DanKlorix), Henkel (Bref), and Unilever (Domestos) will continue to offer their bleach products, no further innovation or increase in shelf space is expected over the forecast period.
With Germans seeking more natural solutions when cleaning their homes and with bleach being considered a last resort product, demand for the category is expected to continue declining over the forecast period. Therefore, leading companies are unlikely to further invest in bleach, but instead focus on other home care products such as surface care where they have already launched eco-friendly versions.
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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.
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This report originates from Passport, our Bleach research and analysis database.
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