New Zealand has been a leader in managing the COVID-19 pandemic, with low levels of transmission seeing the country enjoying few restrictions in day to day lives, aside from periods during localised outbreaks. However, COVID-19 has created a lingering focus on hygiene and cleanliness around the house, which helped drive continued sales growth for bleach in 2021.
Enjoying strong distribution and brand recognition, Pental Products Pty Ltd remained the leading player within bleach, holding a dominant two thirds of value sales. Through its Janola brand, the company has the highest number of SKUs in the category, offering a range of pack sizes, whilst also having the strongest distribution through non-grocery channels of all players within bleach.
While 2020 saw significant panic-buying influence sales of bleach, the effects of COVID-19 continued to be felt in 2021 through changes in ways of working. Most workplaces in New Zealand have adopted more flexible work policies, and as a result, working from home has become more widespread.
COVID-19 is expected to continue to influence consumer preferences and demand for bleach over the forecast period, with hygiene and cleanliness likely to remain important to consumers as the country emerges from the pandemic, and begins to open up to the rest of the world. It is likely that COVID-19 will linger over the forecast period, and therefore demand for cleaning products such as bleach is expected to remain high.
With cleaning products expected to be key for consumers moving forward, the lack of product differentiation within bleach and the monopoly held by the Janola brand within the category is likely to create opportunities for the growth of private label sales of bleach over the forecast period. Both major supermarket retailers, Foodstuffs and Woolworths, are present in the category.
COVID-19 has fundamentally changed the way in which New Zealanders work and shop. Over the forecast period, more New Zealanders are likely to work from home, thus presenting opportunities for brands to sell direct to consumers via e-commerce channels.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Bleach industry in New Zealand 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 New Zealand, 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 extract FREE! Home Page