Pre-pandemic, sales of bleach in Poland were suffering from being perceived as harmful to health. However, in 2020 due to the emergence of the COVID-19 pandemic, local consumers turned back to bleach since it is considered as effective in terms of cleaning and disinfecting.
Hypermarkets and discounters remain the two biggest distribution channels for sales of bleach in Poland. In 2020, discounters experience the strongest growth in terms of retail value sales, followed by e-commerce.
New product development offered by top brands may have had a stimulating effect on sales of bleach in 2020 as well. For example, the leading player Procter & Gamble Operations added new scents to its bleach range made from more natural fragrances to entice consumers and meet demand.
Over the forecast period, the current retail value growth of bleach is set to gradually slow, and possibly even become negative by 2025. Once the pandemic is under control and fear of contamination dwindles, the heavy use of bleach is likely to be replaced by less harmful alternatives, such as home care disinfectants.
Since bleach is expected to suffer from a harmful perception to health in the forecast period, more promotional activities are expected to be undertaken to change consumer perception. For example, brands may turn to reminding consumers of the potential of returning to a pandemic state in an effort to stimulate sales.
No new brands are expected in bleach in the forecast period, however more products and brands currently placed in surface care are expected to pose a growing competitive threat. For example, brands in surface care may begin adding some bleach content to their products, such as chlorine, to provide consumers with the disinfecting purposes they will be seeking.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bleach research and analysis database.
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