Having grown so strongly in 2020, bleach recorded only modest growth in 2021 as growth had already reached a peak during the height of the pandemic. It continues to benefit from heightened hygiene concerns in the country due to COVID-19; however, consumers have been forced to limit their purchases during the year as their spending power has been impacted by high inflation, and COVID-19 concerns are easing as the pandemic comes under greater control.
Bleach continues to benefit from being a major substitute for other cleaners (including floor cleaners, toilet cleaners and general surface care) and so has continued to see positive growth as the other categories struggle as a result of their higher prices. On the other hand, brands in some other categories are increasingly adding bleach as a major ingredient, such as in toilet liquids, helping to limit consumers’ switching to bleach.
Competition also continues to spur the good performance of bleach, driven by the Hypo brand which revolutionised bleach in Nigeria by providing affordable smaller packs. Hypo enjoys a broad reach as it is available across the country in both leading retailers as well as informal channels, in addition to strong brand equity, supported by its strong promotional activity.
Over the forecast period, bleach is expected to grow robustly, benefiting from a growing urban population which requires efficient and affordable cleaning for their laundry products (particularly whites) and surface care. Being increasingly positioned as a multi-purpose product, including for toilet cleaning and floor cleaning, it has performed well over the review period despite the harsh economic climate and is well positioned to continue to grow, though it has reached a fairly high rate of maturity.
As incomes increase over the forecast period with economic recovery, the category should also move from a high demand cheap products to greater variety and sophistication, with value added products such as perfumed/fragranced bleach helping to drive greater consumer interest.
Bleach’s growth will, however, be limited by the growing addition of bleach in surface care and laundry care products, against which is has benefited as a substitute over the review period. Toilet cleaning and laundry care products are increasingly using bleaching properties in order to encourage consumers to move back from bleach and this is expected to increase over the forecast period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Nigeria 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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