Bleach in Poland

PROSPECTS

Bleach suffering from being perceived as harmful to health

Bleach in Poland, as elsewhere, is suffering from being perceived as harmful to health. The use of bleach has been linked with numerous incidents, either due to sole use of the product or in combination with other household chemicals.

Alternative products grow in popularity

Bleach is used in Poland largely for disinfectant purposes. However, many Poles are now looking for alternatives which are less harmful to health, especially families with small children.

Current product range extended with new fragrances

The range of bleach products available in the Polish market is fairly modest due to the growing presence of various alternatives. Nevertheless, manufacturers are seeking to boost sales by introducing new fragrance options.

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player

Procter & Gamble remained the leading player in bleach in 2018 thanks to the strength of its Ace brand. Ace bleach is well-established in Poland and is appreciated by consumers for its efficacy.

International producers lead local players

The three leading brands in bleach accounted for the vast majority of the category’s value sales in 2018 and were all international names benefiting from strong distribution, thus having access to a large number of consumers. As bleach is used in Poland largely for disinfectant purposes, consumers look for products which are not only effective but also safe, thus having greater trust in brands which are well-established and have been present in the market for a long time.

Carrefour bleach the best performer in 2018

Carrefour’s private label bleach posted the strongest value sales growth in 2018, benefiting from its competitive price and a diverse product portfolio. Furthermore, it profited from Carrefour expanding its network of outlets, particularly a large number of new stores under the Carrefour Express banner.

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