Previously, aversion to the strong smell of bleach and its possible negative impact on clothes saw volume and current value sales of bleach decline. However, for the first time in the review period, bleach recorded an increase in both its volume and value sales in 2020, as consumers welcomed its reliable antibacterial/viral/fungal properties during the COIVD-19 pandemic.
There is a change in how bleach products are being marketed, with brand owners increasingly trying to advertise bleach as not only good for use with the laundry but also for cleaning the house. This is aimed at diminishing the decline of these products amid intense competition from laundry care products.
Procter & Gamble remained the clear leader in bleach in 2020, as its Ace brand has a strong tradition in Romania and is almost considered synonymous with this product. Ace also has good brand recognition among local consumers and benefits from a strong presence across all retail channels and from having been intensely promoted in the Romanian media.
In both retail volume and current value terms, bleach will see a slowdown in growth in 2021, followed by a decline across the forecast period, as consumer fears about the possibility of contagion diminish. While consumers will still be preoccupied with health and hygiene, they will choose surface care products instead, as a result of greater information and awareness of these products.
Unlike other home care products, traditional grocery retailers still account for the biggest sales share in bleach, and this is likely to continue in the future. This is because bleach is bought mostly by rural dwellers who do not have access to many modern grocery retailers.
There is limited brand and product variety in bleach, with only a few brands being available. As local consumers become more demanding and sophisticated, they are more likely to purchase bleach products with added value, such as pine-scented varieties and those with ‘local’ or natural fragrances.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Bleach research and analysis database.
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