The forecast period is expected to see demand for bleach continue to decline as increasing numbers of Serbian consumers place their faith in the more sophisticated products on offer in categories such as surface care and toilet care, rather than in bleach. This can be seen as part of the shift towards fmcg that offer convenience and time saving benefits as the lifestyles of Serbia’s busy urban professionals become increasingly hectic.
The core consumer base for bleach is expected to diminish over the forecast period, with increasing numbers of Serbians expected to avoid bleach wherever possible due to the category’s unfavourable image. In particular, many consumers are increasingly concerned about the caustic odours that chlorine bleach emits, a factor which places the entire category at a disadvantage in comparison with other categories of home care, notably surface care and toilet care, where products with far less pervasive and unpleasant odours are constantly gaining ground.
With demand for bleach expected to continue declining for the foreseeable future, it is inevitable that the leading players in the category will increasingly look to other categories of home care for revenues and profits. With this in mind, it is likely that the range of bleach on offer in Serbian retail outlets will continue narrowing over the forecast period and this is likely to contribute to the downward spiral that the category is expected to remain trapped in throughout the forecast period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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