Bleach in Lithuania

PROSPECTS

Prospects remain bleak

Bleach is one of the smallest areas within home care in Lithuania, with sales remaining negligible in both value and volume terms. Currently, it appears to be highly unlikely that sales in this area will pick up in the foreseeable future, with demand for bleach expected to remain very low among Lithuanian consumers.

Concerns over safety limiting demand

Bleach products contain heavy chemicals, including chloride, which can have a major impact on surfaces and fabrics. Moreover, it is easy to inhale unpleasant and potentially harmful fumes while using bleach products.

Growing competition from other home care areas

In addition, a growing number of home care products are incorporating bleach features, thus making bleach easily replaceable with alternatives. For example, Vanish from Reckitt Benckiser offers a number of products within carpet cleaners or laundry aids incorporating bleaching features, which are safe to use on fabrics and do not have the bad smell associated with bleach.

COMPETITIVE LANDSCAPE

Competition remains negligible

Ace Ultra from Procter & Gamble will continue to almost completely dominate bleach sales in Lithuania. This situation is expected to remain unchanged over the forecast period, with the company continuing to account for nearly all sales in this area in Lithuania.

No new players expected to enter area

Competition is expected to remain very limited within bleach over the forecast period. This can be partly attributed to safety concerns over the nature of products in this area, with many Lithuanian consumers opting for products that are easier and less dangerous to use.

Strong competition from multi-purpose products

Lithuanian consumers are expected to continue to prefer multi-purpose offerings rather than specific bleach products over the forecast period. As a result of this trend, growth potential within bleach will remain limited for the foreseeable future.

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