Executive Summary

Feb 2019
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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Bleach in Lithuania

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Lithuania 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 Lithuania, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Lithuania market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bleach in Lithuania?
  • What are the major brands in Lithuania?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Lithuania?

Why buy this report?

  • 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

This industry report originates from Passport, our Home Care market research database.

Bleach in Lithuania - Category analysis

HEADLINES

PROSPECTS

Prospects remain bleak
Concerns over safety limiting demand
Growing competition from other home care areas

COMPETITIVE LANDSCAPE

Competition remains negligible
No new players expected to enter area
Strong competition from multi-purpose products

CATEGORY DATA

Table 1 Sales of Bleach: Value 2016-2018
Table 2 Sales of Bleach: % Value Growth 2016-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Lithuania - Industry Overview

EXECUTIVE SUMMARY

Well-balanced area with limited scope for growth
Shift towards premiumisation limited by strong promotional activity
Global heavyweights dominate, but local players emerging
Modern retailers lead sales
Flat performance anticipated

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources