As very few new consumers are expected to enter the bleach category in the future, the category is expected to rely mainly on existing consumers and to register falling volume sales. Millennials and Gen Z consumers are not expected to purchase bleach and these consumer groups will make significant contributions to household product sales during the forecast period.
With the growing consumer focus on health and sustainability, bleach will be a product that no one wants to use because it is increasingly perceived as being bad for health and the environment. With rising environmental-consciousness and the greater visibility of eco-friendly products, many people will turn against using bleach daily.
Bayclin from Johnson Home Hygiene Products is expected to continue to lead the category in the forecast period, with So Klin Pemutih from Sayap Mas Utama remaining in second place. The shares of these two players are very close and the competition between them is likely to strengthen.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Indonesia 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.
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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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