The popularity of bleach waned over the review period, resulting in minimal or stagnant growth with occasional declines. Innovation within surface care has led to the development of many new brands, many of which specialise in the maintenance of specific surfaces.
Bleach stagnated in retail value terms and declined slightly in retail volumes in 2018 due to consumer shifts towards improved and more ecological products, which are increasingly available in the country. Surface care is witnessing an increasing number of new brands with new, improved formulas.
In addition to the competitive pressure from the more specialised surface, toilet and laundry care products, bleach is quite uneventful in terms of brand presence and key new product launches. Due to the modest performance of bleach and its anticipated decline over the forecast period, no international players are present in the category, which is dominated by domestic companies with little to no investment in the category.
Alkaloid ad Skopje, Macedonia’s largest pharmaceutical company, led bleach overwhelmingly in 2018 with a stable retail value share. Its exceptionally high value share stems from its strong penetration and the performance of its Varakina brand, which is undoubtedly the most popular bleach brand in Macedonia.
Due to its declining popularity and lack of attractiveness as a category, bleach has no international presence. No international competitors or their brands are present in the country.
Alkaloid ad Skopje has little competition within bleach. The remaining competitive landscape within bleach is a level playing field for several small domestic manufacturers.
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This industry report originates from Passport, our Home Care market research database.