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.

Discounters sales channel records strong growth over the review period

Hypermarkets and discounters are two biggest distribution channels for sales of bleach in Poland. The product is typically bought when consumers are shopping for groceries.

Alternative products growing in popularity

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

COMPETITIVE LANDSCAPE

Procter & Gamble remains the leading player

Procter & Gamble remained the leading player in bleach in 2019 thanks to the strength of its Ace brand. Ace bleach is well established in Poland, is appreciated by consumers for its effectiveness and offers the widest range of products.

Can players change the perception of bleach?

Companies operating in bleach have been involved in new product development that is aimed at changing the consumer perception of the product. For example, Ace launched its Ace Ultra series, a multipurpose bleach in the form of a spray mousse and gel for cleaning surfaces and laundry care.

Carrefour performs better than the leading brands

While the two leading brands in bleach both continued to see declining value sales in 2019, private label managed to record positive growth. The Carrefour private label, which posted slightly positive growth, remains one of the key competitors for leading brand Ace.

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