The performance of bleach in Russia in 2020 was a one-time wonder for the category 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 having been in gradual decline over the previous years of the review period.
The majority of bleach sales in Russia are still made via the B2B channel. Retail sales are comparatively low.
In 2020, consumers bought all brands of bleach in the wake of the COVID-19 lockdown, but cheaper options were purchased first, due to the uncertainty in household budgets resulting from the ongoing economic problems in the country. In addition to its very low unit price, which makes it popular with price-sensitive consumers, bleach is also quite a multipurpose product that can be used for various applications, including laundry care, toilet cleaning and floor cleaning.
Sales of bleach are expected to collapse again in 2021. Following the one-time spike in sales in 2020 due to the general concern regarding the pandemic, bleach will return to its pre-COVID-19 pattern of decline, as if 2020 never happened.
Sales of bleach in Russia are expected to return to their constant decline mode after COVID-19 is over. There are too many alternative products on the market which consumers consider to be as effective as bleach but with less harm.
Despite the continued decline in retail sales of bleach in the forecast period, there will still be demand in the B2B segment where this cheap product of high effectiveness can find greater application, especially in areas of less human presence.
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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.
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This report originates from Passport, our Bleach research and analysis database.
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