Bleach performed well as a result of COVID-19, with volume demand for the strong astringent significantly higher than in 2019, as consumers used bleach as an effective disinfectant to stop the spread of COVID-19. However, though retail sales were up, bleach is mainly used in B2B and value sales within this channel were dramatically down, as people movements were restricted and as a result, business premises did not need to be cleaned as much.
Domestic player KazBytKhim led bleach in company value share terms in 2020. Whilst not offering a leading brand, the player benefits from the low unit prices of its offering, thus taking the strongest position in the economy segment of bleach.
Innovation is limited in bleach and competition is based on price. Advertising and promotional activities for bleach are also absent.
Once, COVID-19 is brought under control, it is expected that retail volume sales will decline and will be on a par with the volume growth of the review period. Many products compete with bleach and if the economy recovers quickly from COVID-19, it is expected that products such as toilet care and surface care, which are generally more expensive, will steal value and volume growth from bleach.
Bleach experienced a rejuvenation of sorts in 2020, both in Kazakhstan and in other countries, as it was touted as an effective disinfectant against COVID-19. Despite being perceived as an old-fashioned product in Kazakhstan (especially compared to the innovation seen in multiple home care products), sales of bleach registered double-digit value growth in 2020.
The main factor hampering the performance of bleach is the trend for eco-friendly options, as has been seen in other home care products. Bleach, in particular, has acquired a negative reputation and is perceived to be harmful, due to most brands of bleach containing chlorine.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Kazakhstan 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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