Bleach in Pakistan

PROSPECTS

Demand for bleach likely to slow as task-specific alternatives gain popularity

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.

Rising hygiene-consciousness will help to sustain the expansion of bleach

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 will continue to lead bleach distribution

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.

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s Robin Blue remains the leading brand in bleach

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.

Kiwi Kleen attracts consumers trading up from unbranded products

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.

Cheaper local and regional brands expected to lose ground to international players

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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