Bleach saw a surge in demand in 2020 in the wake of COVID-19 due to its strong cleaning properties. In fact, the Health Ministry in Malaysia sent out advice to residents that household bleach could be diluted and used to disinfect surfaces in the home.
For many local consumers, particularly those on lower incomes and rural dwellers, bleach provides them with an effective and affordable way to clean their homes. Moreover, they value its versatility – many use it to clean their toilets and floors, for example – and are unconcerned by its health and environmental risks.
Clorox (M) Sdn Bhd’s eponymous brand continued to lead in bleach during 2021 in terms of retail value share, but Sun Jiang Trading Sdn Bhd’s Depex and Pipit brands have both gained ground on it since the beginning of the pandemic, as they are cheaper than Clorox. Sun Jiang Trading Sdn Bhd overtook Clorox (M) Sdn Bhd in terms of company share earlier in the review period.
Retail volume sales of bleach will begin to expand again during 2021, but growth will be no better than marginal during the forecast period as a whole. As economic conditions begin to improve, local consumers will be more likely to opt for more sophisticated and expensive alternatives to bleach, such as surface car and toilet care offerings.
As bleach is relatively undifferentiated product with little in the way of brand loyalty, leader Clorox is likely to continue to lose retail value share during the forecast period, even as economic conditions improve. Private label offerings from the likes of Tesco also have scope for growth.
Rising concern among consumers regarding the potential health impact of bleach may negatively affect demand for bleach during the forecast period. Post-pandemic, consumers may become more focused on the long-term effects of using bleach and turn to more natural and safer solutions.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Bleach industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).See All of Our Definitions
This report originates from Passport, our Bleach research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!