Bleach in Mexico

2021 DEVELOPMENTS

Despite long-established presence, demand for bleach declines in 2021 as mid-income consumers continue to switch to surface care

Demand for bleach in Mexico declined in 2021 following low but stable growth the previous year, despite the product’s sanitising properties which include effectively eliminating bacteria, as an increasing number of mid-income consumers opted for home care disinfectants for their home care hygiene and sanitation routines. These are often available in spray format, making them convenient for many areas within the home, whilst also providing fresh fragrances rather than the pungent nature of bleach.

Cloralex retains dominance of bleach with wide portfolio and established reputation

Industrias AlEn SA de CV remained the dominant leader of bleach in value share terms in 2021, due to the established reputation and popularity of its brand Cloralex. The latter changed its formula over the review period, so that the product is more visible on surfaces, enabling consumers to see where they are applying it and avoid spills, an important consideration given the powerful nature of bleach.

Players attempt to innovate through fragrance and format

As some consumers do not appreciate the strong smell associated with traditional bleach, players are increasingly looking to innovate through fragrance, with the category witnessing new less “aggressive” scents such as fresh, mint, lavender and floral or even formulas such as gel. For instance, second-ranked Clorox de México, launched a new formula for its bleach in a gel format in three different aromas of Floral Magic, Fresh Mint and Original in an effort to combat the image of bleach as having a pungent smell.

PROSPECTS AND OPPORTUNITIES

Low stable demand for bleach, appealing through price and flexibility

Bleach is predicted to record low stable retail volume growth over the forecast period, offering greater affordability and accessibility to lower-income consumers or price-sensitive Mexicans who are being forced to trade down due to lower disposable incomes, and who value the multifunctionality that bleach offers in the home for both cleaning and sanitising.

Renewal of packaging to reinforce image and message

Manufacturers of bleach are well aware of the increasing competition from alternative surface cleaners to bleach, with some of them even producing these products themselves. One of the major disadvantages of bleach is its pungent aroma and the dangers of damaging items from spillages.

Marketing crucial to remaining top of mind

Social media and official websites of the most important players Cloralex and Clorox offer advice and solutions to consumers on how best to disinfect different areas of the home. For instance, Cloralex offers different scenarios on its website such as sanitising fruit and vegetables when consumers return from supermarkets, or how to disinfect reusable face masks by submerging them in water diluted with its bleach for five minutes.