Although bleach will continue to have a loyal consumer base in Greece thanks to its profile as a household essential, this is now a mature category with high penetration, and volume growth opportunities across the forecast period are limited. Moreover, with local consumers returning to pre-pandemic behaviour and fears around COVID-19 soften, they are likely to have less time for cleaning, which will negatively impact demand.
With bleach classified as a home care essential and consumer purchasing behaviour based on price rather than branding, there is little interest from manufacturers to invest and new launches are unlikely. Promotional activities will also remain limited given that the price of bleach is already low compared with other related products within home care.
Notwithstanding bleach being well established in Greece with very high penetration, the category faces a key challenge in the coming years from increasing environmental awareness, which is expected to continue developing over the forecast period. Younger demographics in Greece are far more environmentally conscious than their older counterparts and do not regard bleach as aligning with these values.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Greece 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 Greece, 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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