Bleach in Latvia

PROSPECTS

Health and environmental concerns have negative impact on sales

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.

Availability of affordable alternatives impacts sales of bleach

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.

Lack of innovation leads to decline in volume sales

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.

COMPETITIVE LANDSCAPE

Long-standing presence of Ace brand ensures its strong lead

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.

Lack of investment as demand for bleach falls

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.

Domestos sees growth

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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