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Learn moreApr 2019
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As consumer purchasing power and general living standards in Pakistan improve in line with economic development, bleach is facing a growing competitive threat from task-specific home care products. In particular, middle- and high-income households are increasingly trading up from bleach to more specialised surface care, laundry care and toilet care products that are perceived as offering greater convenience or efficacy and being less hazardous to human health.
Despite increasing competition from task-specific alternatives, retail volume and current value growth rates for bleach during the forecast period are projected to remain reasonably robust overall. Rising hygiene-consciousness among consumers will help to sustain demand in the category, as bleach has long been perceived as a basic but highly effective germ-killing agent in Pakistan.
Traditional grocery retailers continued to dominate bleach distribution in Pakistan in 2018. This reflected the fact that middle- and low-income consumers, the main target groups in this category, typically purchase bleach products from independent small grocers and other traditional retailers located near their homes.
Reckitt Benckiser remained the clear leader in bleach in value terms in 2018. 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.
Second-ranked Peridot Products Ltd was the only significant local player present in bleach in 2018. While it remained some distance behind category leader Reckitt Benckiser, the company’s Kiwi Kleen Bleach brand continued to perform well thanks to strong marketing support and improvements in distribution.
It is expected that international players will continue to dominate bleach in Pakistan over the forecast period. This is mainly due to the commanding lead held by Reckitt Benckiser’s Robin Blue, though growth in consumer purchasing power, marketing activities and improvements in distribution should also help to increase demand for other international brands.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Pakistan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.