Bleach in Lithuania

PROSPECTS

Poor reputation of chlorine-based products limits appeal of bleach

Bleach is a very small category 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 category.

Bleach use reserved for heavy duty cleaning needs

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.

Bleach products are ignored as a growing range of alternatives incorporate bleach

The demand for bleach continues to suffer from huge competition from non-chlorine products. Therefore, the major players tend to pay little attention to bleach.

COMPETITIVE LANDSCAPE

High brand recognition sees Ace Ultra dominate despite new entry

Until 2019, Procter & Gamble’s Ace was the only significant brand in bleach. However, Alkajas’s Dr.

Safety concerns hamper new product development in bleach

The competition is expected to remain highly limited in bleach over the forecast period. This is partly attributed to safety concerns over the nature of bleach products, with many Lithuanian consumers opting for products that are easier and less dangerous to use.

Weak awareness as there is low shelf space for bleach outside of the largest outlets

Large distribution formats, such as supermarkets, hypermarkets and health and beauty specialist retailers, are the best places to look for bleach products, as smaller outlets tend to save shelf space for more demanded products. Nonetheless, Lithuanian consumers are expected to continue to prefer multi-purpose cleaners, products containing bleach and other alternatives to specific bleach products over the forecast period.

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