The increasing awareness of the many uses of bleach among less affluent consumers is set to continue supporting positive growth for bleach during the forecast period. With the core consumer base for bleach expected to expand, volume and value sales are likely to continue rising despite the shift towards modern, sophisticated and expensive task-specific home care products in categories such as toilet care, surface care brand laundry care.
As Kenya’s affluent urban middle-class continues to expand over the forecast period, it is likely that significant numbers of consumers will no longer be interested in bleach. Instead, the attention of upwardly mobile professionals is more likely to be captured by the more modern options on offer in categories such as toilet care, surface care and laundry care.
One key feature of bleach is that there is little difference between products within the category as they all have essentially the same inputs and perform essentially the same role of the same way. This in mind, there is unlikely to be anything much in the way of added value seen in bleach during the forecast period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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