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Learn moreFeb 2019
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Bleach is expected to perform poorly over the forecast period, continuing the performance seen over the review period. The consumer base for bleach will likely continue to shrink as younger and middle-aged consumers gravitate towards more advanced home care cleaning products for targeted use, such as toilet liquids, spot and stain removers and floor cleaners, which are perceived to be more effective and convenient.
The significant development of domestically produced home care products has also had a negative impact on bleach, with companies such as Spodriba offering affordable alternative cleaning products that are less harmful to health and the environment. LJ Pro SIA does offer its Ecover brand of chlorine-free bleach, but it is significantly more expensive than standard bleach and as such remains a niche player in the category.
There is little room for innovation within bleach and as such price remains the key consideration for consumers. Given the already affordable price of bleach there is little scope for development, especially given the aforementioned concerns.
Procter & Gamble has maintained its dominant position in bleach with its Ace brand. The brand entered Latvia in the late 1990s and thanks to intensive advertising it has become the most frequently bought bleach.
The competitive landscape has stagnated for bleach in Latvia with declining sales resulting in a lack of investment in the category. Although some niche players such as Ecover have introduced non-chlorine bleach its high price has limited interest in these products.
Although bleach has struggled for growth Domestos managed to record healthy growth in 2018 with it being ranked second. Domestos is a well-known and trusted brand and also offers a variety of products in toilet care such as toilet liquids and rim blocks.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Latvia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Latvia, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.