Bleach, a product in decline, at least in volume terms, for much of the review period was suddenly very much back in demand among Russian consumers in 2020, as sales strongly benefited from the outbreak of the COVID-19 pandemic in the country. Perceived as an effective means of sterilisation of sanitaryware, in particular, sales of bleach grew rapidly in 2020.
Eco-friendly options of bleach are gaining some popularity in Russia, for example from Synergetic. However, these products generally tend to not include sodium hypochlorite, which is the compound that gives regular bleach its main competitive advantage.
The majority of bleach sales in Russia are still made via the B2B channel. Retail sales are comparatively low.
Although bleach is a product with a very long history in Russia, it is also a product with something of an image problem, typically perceived as old-fashioned and sometimes even harmful by a number of consumers. As a result, bleach was generally recording a negative performance in volume terms over the review period.
In terms of competitive landscape, there will be little change, with Ace serving the more upmarket segment and the Belizna brand meeting demand in the economy segment. However, private label also now has a significant share in bleach, well above that of leading player/brand Procter & Gamble/Ace, and also recorded significant growth over the review period.
Consumers still tend to be happy to buy the cheapest products available when purchasing bleach, as they are mostly not prepared to pay extra for a brand name or additional functionality. Attempts to introduce bleach tablets for laundry were not very successful, for example.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Russia 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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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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