Bleach in Mexico

PROSPECTS

Consumer appreciation for superior disinfectant properties of bleach remains strong

Despite increasing competition from other types of home care products with antibacterial properties, bleach is expected to post steady growth in volume and current value sales throughout the forecast period. The fact that bleach is traditionally seen as a more effective disinfectant than other product types in Mexico will underpin the continued expansion of the category.

Specialised and task-specific bleach products continue to gain popularity

Interest in specialised and task-specific bleach products is on the rise in Mexico. Industrias AlEn, the dominant player in this category, now offers a number of such products, including gel formats and variants positioned as being specifically for disinfecting bathrooms or kitchens, removing dirt from floors and other surfaces etc.

Producers attempt to win over consumers with more pleasant fragrances

As is the case across home care in Mexico, consumers are increasingly choosing products with more appealing fragrances in bleach. In response to this trend, leading players in the category have expanded the number of fragrance options in their product ranges in recent years.

COMPETITIVE LANDSCAPE

Industrias AlEn strengthens its already commanding lead in 2019

Industrias AlEn remained the dominant player in bleach in value terms in 2019. This was largely due to the strength of its Cloralex brand, which maintained a commanding lead over all competitors, though the company also offers the Blancatel and Cloraluz brands.

Industrias AlEn continues to innovate

Industrias AlEn continued to expand its bleach portfolio over 2018-2019. Notable new launches included Cloralex Gel Double Performance, which claims to have a more powerful disinfectant effect.

Clorox reformulates Clorox Power Gel to provide greater ease of use

Clorox reformulated its Clorox Power Gel product in 2019. Available in Original, Floral and Fresh Mint varieties, the product now has a thicker consistency.

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