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Learn moreFeb 2020
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Bleach is a mature and rather limited category in Latvia. Bleach is widely perceived as old-fashioned and harmful to health and surfaces or clothes.
As demand continues to decline, it is becoming harder to find bleach products in stores. Where these products are available, less shelf space is allocated, and it is common to find only one bleach brand available in each outlet.
The product assortment remains rather limited and, to a large extent, associated with bleach suitable for laundry. As a result, developments in laundry care have the strongest impact on bleach.
Procter & Gamble Marketing Latvia remained the leading player in retail value share terms in 2019. The company’s Ace brand enjoyed strong advertising support from its arrival in the 1990s, which helped to secure clear leadership of the category.
The competitive landscape has stagnated, with declining demand resulting in a lack of investment in the category. Although some niche brands like Ecover offer non-chlorine bleach, high prices limit interest.
As a declining and potentially obsolete category, no new key launches were observed at the end of the review period. The most significant movement came from Maxima Latvija, which changed its private label offer in bleach, with Optima Linija being rebranded as Effex in 2018.
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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.