Bleach is a very small product in home care in Lithuania, with sales remaining very low in tonnes and almost negligible in retail current value terms. It is regarded as almost an obsolete product area.
Following the outbreak of COVID-19, there have been several articles in the press, offering consumers recommendations on how to use bleach for cleaning baths and toilets to protect against the virus. For example, hydrogen peroxide bleach for toilets or baths is reported to be excellent at cleaning surfaces and removing viruses and bacteria.
In 2020, Procter & Gamble’s Ace continues to account for the overwhelming majority of retail value shares. Ace has been strongly advertised in the past, and the brand is almost synonymous with the product area.
As the pandemic comes to an end, bleach is expected to see slowed current value growth starting from 2021. As anxieties surrounding hygiene and the virus subside, the demand for bleach is expected to shrink with each year of the forecast period.
The content of bleach products is heavy in chemicals, including chloride, which can have a major negative impact on surfaces and fabrics. Moreover, it is easy to inhale unpleasant and potentially harmful fumes while using bleach products.
Over the forecast period, the demand for bleach will continue to suffer from huge competition from non-chlorine products. Therefore, the major players will continue to pay little attention to bleach.
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This report originates from Passport, our Bleach research and analysis database.
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