High inflation in 2022 led to a significant increase in the average unit price of bleach, which was the key driver of value growth, despite minimal volume growth. Limited growth in volume demand is expected for bleach early in the forecast period, with sales set to turn to decline later in the forecast period.
Interest rates are likely to remain at elevated levels over the forecast period, and while inflation is expected to ease, cost of living pressures are likely to remain over the early stages of the forecast period. Relative to other home care categories, bleach has a stronger private label presence, accounting for more than a quarter of value sales in 2022, owing to the more commodity-based nature of the category and the lack of differentiation between brands by customers.
The rising preference for green products across home care has come about not only due to concern amongst consumers over the impact on the environment that their consumption of cleaning products may cause, but also from a desire to move away from harsh cleaning chemicals due to health and wellness considerations. Bleach is one of the categories which sits in direct contrast to these trends, and has limited opportunities for innovation to leverage the green trend owing to the nature of the category.
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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.
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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.
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