The bleach unit price has been falling in the last few years due to private label lines offered at lower prices. Whereas major manufacturers tend to sell products at slightly higher-than-average prices with natural ingredients, major retail players like E-Mart, Lotte Mart and Homeplus provide basic bleach products at lower prices.
Hypermarkets, already the main retail channel in bleach, is expected to continue consolidating its strong position over the forecast period as a wide variety of bleach products at diverse price levels can be found in these stores, while promotional offers with discounted prices, buy-one-get-one-free deals and free gifts are also widely used. In addition, retailers’ private label lines are becoming more attractive to consumers due to their comparatively low prices, with hypermarkets having also launched e-commerce and m-commerce shopping facilities with a fast delivery service, which is expected to boost internet retailing.
Local companies continued to dominate bleach in 2018. Leading player Yuhan Clorox Ltd launched the Yuhanzen brand in bleach in 2016, which has shown a strong sales performance with its non-scented and non-fluorescent whitening agent for sensitive skin.
Small companies produced natural bleach products with paper packaging, albeit with a higher unit price per litre than the average price. Nevertheless, with the consumer desire for natural products, more natural bleach products are appearing in the marketplace, generating more competition in this area, albeit also resulting in gradual saturation.
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This industry report originates from Passport, our Home Care market research database.