Bleach in Latvia

PROSPECTS

Bleach sales suffer from association with health and environmental concerns

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.

Weak assortment and substitutes limit demand for bleach

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.

Low innovation encourages stable unit price movement to remain competitive

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.

COMPETITIVE LANDSCAPE

Ace leverages strong recognition to remain the leading brand

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.

Category decline discourages potential new entrants

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.

Maxima Latvija rebrands private label offer in bleach to stimulate 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.

Files are delivered directly into your account within a few minutes of purchase.