Bleach in Pakistan

2020 IMPACT

Bleach sees a spike in demand as consumers focus on health and hygiene during the COVID-19 pandemic

Following the outbreak of COVID-19 and the announcement of lockdown restrictions in Pakistan there was a sudden spike in demand for products in bleach. Bleach is a popular product known for its germ-killing properties, and so as consumers increased the frequency of their household cleaning regimes, so demand for bleach increased in 2020.

Consumers shift to larger pack sizes to prepare for an uncertain future

Following the initial announcement of lockdown restrictions in Pakistan, many categories reported considerable stockpiling activity. Much of this was focused on hygiene-related products as consumers took a preventative approach to the COVID-19 pandemic and increased their hygiene and cleaning activities to avoid contagion.

Robin blue retains leadership whilst Kiwi Kleen Bleach attracts consumers trading-up from unbranded products

Reckitt Benckiser remained the clear leader in bleach in value terms in 2020. The company’s Robin Blue brand is widely available across Pakistan, and benefits from strong consumer loyalty thanks to its reputation for offering high quality at a reasonable price.

RECOVERY AND OPPORTUNITIES

COVID-19 to drive long-term hygiene consciousness which will benefit bleach

The COVID-19 pandemic accelerated the growing hygiene consciousness in Pakistan. As consumers in the country will be more aware of the danger of germs, bacteria and viruses over the forecast period, so bleach is expected to continue to demonstrate growth.

E-commerce to grow from a low base following the example of COVID-19

Despite growing from an extremely low base in Pakistan, e-commerce demonstrated strong growth during the COVID-19 pandemic and is expected to maintain momentum going into the forecast period. Following the experience of COVID-19, during which more consumers were motivated to try e-commerce, demand for contact-free and convenient shopping methods such as e-commerce is expected to continue to grow.

Brands to focus on germ protection when it comes to marketing

In the aftermath of COVID-19, consumers in Pakistan are expected to be more aware of hygiene in a general way, even when the specific threat of COVID-19 subsides in the country. As such, consumer demand for products that boast germ protection is expected to increase over the forecast period.