Moving beyond the apparent cleanliness and other value-added propositions of scent, bleach brands sought to market germ protection benefits to leverage the scare of COVID-19 to instil demand and to extend it to after the pandemic. The threat of germs and viruses that drove demand for bleach in 2020 led to longer-term behaviour changes in consumers which resulted in continued retail value sales growth in 2021, albeit at a lower rate than that of the previous year.
Reckitt Benckiser Pakistan Ltd’s brand Robin Blue continued to lead bleach in 2021, with more than half of the category’s brand share. Furthermore, Robin Blue has been steadily increasing its value share over the review period.
Peridot Products Ltd is the only major domestic manufacturer operating in bleach in Pakistan. Peridot Products’ brand Kiwi Kleen Bleach continued to increase its value share during 2021.
Bleach in Pakistan is expected to record robust retail value sales growth (at constant 2021 prices) over the forecast period. Many consumers’ increasing awareness of health and hygiene are likely to assist in growing demand for bleach as it is considered a surface whitening product as well as a germ-killing solution, especially in middle income households.
Bleach is a low-cost solution for hygiene and germ prevention that is expected to face competition from emerging surface care brands that market themselves as better alternatives in terms of product efficiency. Moreover, growing awareness of the harmful effects of bleach, such as dangerous fumes and skin burning ingredients can likely curtail its popularity and negatively affect sales growth, especially among urban households.
Reckitt Benckiser Pakistan Ltd, the only leading international bleach manufacturer, continued to dominate the category in Pakistan during 2021. The long-standing brand equity of its Robin Blue along with the immense consumer trust that Reckitt Benckiser enjoys in home care products has led to the brand being an undisputed leader in bleach.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Pakistan 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.
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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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