The pandemic brought a need for households to be germ-free and as hygienically clean as possible due to many consumers fearing COVID-19. As bleach is known for its high efficacy rate for disinfection purposes, it was one of the products that was in high demand throughout the year.
Bleach sales declined over the entire review period apart from in 2020. Consumers historically used bleach mainly for cleaning their laundry, either when there is a need to remove bad stains or to obtain bright whites.
Unilever Slovensko continued to be the leading manufacturer in bleach in 2020, dominating the category and remaining well ahead of its competition but it lost value share in 2020 with its Savo Perex bleach brand. However, Unilever, as well as other manufacturers, curtailed their marketing and research and development spending over the review period, as consumers are increasingly losing interest in bleach.
The evident health threat from the pandemic significantly impacted consumers’ demand for bleach in Slovakia in 2020, leading to the strongest retail value sales this category has seen in a decade. This is unlikely to continue over the forecast period.
While a limited number of eco-friendly bleach products are currently available, most prominently Superio Trading with its Ecover brand, more of these bleach products are expected to be introduced over the forecast period. This is likely to attract consumers as their disposable incomes increase, thereby supporting sales growth of bleach.
When the effect of the pandemic stabilises and Slovakians feel safer again, bleach sales are expected to struggle from the negative trends that persisted over the review period, such as limited promotions, inadequate product development or a lack of product availability, while holding low shelf space in retail outlets. Factors such as these are likely to further curtail demand over the medium term.
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This report originates from Passport, our Bleach research and analysis database.
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