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Bleach is becoming less and less common in the Romanian home care market, mostly given the competition from laundry care products, which usually come with upgraded features. Even though Romanian purchasing power is on the rise and the general economic context is becoming more favourable, the demand for bleach is declining.
Bleach has one of the lowest product diversification levels in home care. Since bleach is becoming obsolete, brand owners prefer to concentrate on other home care products, which have larger potential for growth.
Discounting will be a commonly used marketing strategy within the category in the forecast period, as brand owners and retailers will resort to this measure to attract the consumers who are shying away from bleach. The products will be purchased mostly by older rural consumers as they are less aware of competitor products in the laundry care category.
Procter & Gamble Distribution SRL continued to lead bleach value sales in 2017. The company accounts for the majority of the category due to the popularity of its Ace brand.
The category features two domestic companies, Interstar Chim SA and Sano Romania SRL. Sano Romania SRL was also the fastest-growing company in 2017, one of the few to actually register a year-on-year rise in its value share.
There is little new product development within the category since home care brand owners are innovating in categories with larger prospects for growth. There are however some bleach products with upgraded features.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Romania with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Romania, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.