Bleach in Romania

PROSPECTS

Bleach increasingly perceived as an obsolete product

Volume and value sales of bleach both declined in 2019. The main reason for the negative performance was rising competition from other products within the home care market.

What innovation there is tends to come in the form of new fragrances

Unlike other home care products, the traditional grocery retailers channel accounts for the biggest sales share in bleach. The product is bought mostly by rural dwellers, and rural areas do not have a high concentration of modern grocery retailers.

Bleach players trying to market bleach as good for cleaning the house, not just for laundry purposes

There is a change in how these 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 in the context of intense competition from laundry care products.

COMPETITIVE LANDSCAPE

Ace dominates sales of bleach in Romania

Procter & Gamble is the clear leader in bleach, with its Ace brand having a strong tradition in Romania, almost considered synonymous with this product. Ace a long presence in Romania and good brand recognition among local consumers.

Ace New Generation for cleaning clothes and the house

Given that bleach is increasingly seen as becoming obsolete, there is little new product development. However, the Ace brand saw the recent launch of the Ace New Generation range.

Limited private label presence

There is a private label presence in bleach, although it is relatively limited. Cora and Delhaize are two of the retailers selling private label bleach in Romania.

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