Bleach in Mexico

PROSPECTS

Scented bleach comes to the fore

In Mexico, it is very common to find different types of bleach with different aromas. These scented products gained importance towards the end of the review period as consumers increasingly want products that can clean easily and well but which also have pleasant scents that appeal to their senses.

Specialised products a growing trend

Specialised home care products are becoming a growing trend in Mexico and brands such as Cloralex now offer different types of bleach for different purposes. These include bleach for pets, bleach for bathrooms, bleach in gel format and liquid bleach.

Gel bleach increasingly the preference of Mexicans

Bleach in gel format is gaining popularity and consumers can find these products in hypermarkets, supermarkets and even convenience stores in many parts of the country. The Clorox brand offers bleach in three different fragrances in gel format: original, flower magic and fresh mint.

COMPETITIVE LANDSCAPE

Industrias AlEn maintains its leading position in the category

Industrias AlEn SA de CV remains the strongest manufacturer in bleach and this is due to the popularity of its flagship brand Cloralex. In second place is Clorox de México with its eponymous brand Clorox, although the brand’s value share is far lower than that of Cloralex.

Industrias AlEn rails against gender stereotypes in social responsible marketing campaigns

March 2018 saw the category leader Industrias AlEn launch a promotional campaign against gender stereotypes. On 8 March the manufacturer introduced a social media advertising campaign using the hashtag #HazTuParte (#DoYourPart) in an effort to combat the prevailing opinion in Mexico that housework is an activity exclusively for women.

New products continue to be launched in the category

Industrias AlEn, the leader in the category, expanded the range of products offered under its Cloralex brand in 2018 with the introduction of the new Cloralex El Rendidor Gel. The product consists of the regular chlorine bleach, but in a gel format.

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