Bleach sales increased significantly in 2020 as many people were disinfecting their homes to be sure that COVID-19 could not contaminate their households. Bleach was previously not popular in Singapore.
Bleach is seen as a multi-purpose product, so users are comfortable applying it on multiple surfaces. Pre-pandemic, this was helping the category to still record some volume sales growth as older generations are used to cleaning with bleach and will continue to stick with it.
Both FairPrice and Giant offer the cheapest bleach in the market and these are the leading private label ranges, with private label collectively generating by far the most sales. With bleach’s appeal declining among millennials and Gen Z, bleach with different features is overlooked by consumers as the older generation does not focus much on innovation.
While bleach will not sustain the sales levels achieved in 2020, it is likely to keep posting better performances than pre-pandemic. People will continue buying bleach because it is very effective in disinfecting surfaces, and this attribute will remain particularly important to Singaporeans until the threat of COVID-19 eases.
There is a growing group of consumers who are now aware of the health dangers associated with bleach. Various studies have linked the usage of bleach with respiratory illness and allergies in young children.
Over the next five years, more people will replace bleach with other cleansing products. The closest alternative to bleach is alcohol, which is non-toxic and can clean just as effectively.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Singapore 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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