Prior to the pandemic, bleach was seeing declining current value sales due to the perception that it is outdated and hazardous. Millennials and generation Z in particular tend to refrain from cleaning with bleach as they wish to have less chemicals in their houses, especially those with young children present.
In response to the announcement of lockdown, many Israeli consumers began stockpiling some of the most essential items as they were afraid supplies would soon run out. During this time, many consumers stockpiled bleach as to continue disinfecting their homes throughout the pandemic.
Sano Bruno's Enterprises Ltd will consolidate its dominance of bleach in 2020, with a notable value share gain. Sano benefits from its widespread availability and high level of consumer familiarity, being available for many years with offerings throughout the home care environment.
Despite performing well in response to the pandemic, bleach is expected to return to seeing declining current value sales from as 2021 as the performance witnessed in 2020 is somewhat an anomaly. As the pandemic comes to an end and hygiene concerns also fade, consumers will return to their usual home care products and will be less anxious regarding disinfection.
Currently, the green cleaning products trend is in its early stages in Israel, but it is expected to evolve extensively over the forecast period. Following growing consumer awareness and the launch of eco-friendly products towards the end of the review period.
Over the forecast period, private label is expected to continue strengthening its presence in bleach, as consumers see little differentiation between branded and private label offerings. Private label bleach products are mostly represented by Shufersal Ltd and Rami Levy Chain Stores Hashikma Marketing 2006 Ltd.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Israel 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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