Bleach will continue to face challenges over the forecast period, due to its negative and toxic image and the ongoing rise in competition from other home care products which offer similar qualities, but which are deemed to be preferable options. However, ongoing inflationary pressures which are hiking up prices in other categories may well push lower-income consumers to purchase bleach due to budgetary constraints.
With retailers and manufacturers revising the numbers of their stock keeping units (SKUs) in order to optimise their shelf spaces and cut operating costs, it is possible that bleach will be further impacted by a declining shelf space and reduced number of brands and products available. This is likely to affect mid-position brands most strongly, as the higher-end and lower-end are more polarised to their consumer audiences, whilst the middle section struggles to compete either way.
As sustainability and eco-awareness trends continue to rise, aggressive, toxic, and chemical products such as bleach will inevitably lose face in light of options with less harmful ingredients. The developments seen in home disinfectants are noted here, along with overarching developments in surface care (kitchen, bathroom, and floor cleaning), along with those seen in laundry care for stain removal.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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