Prior to the pandemic, chemophobia was gaining momentum in South Korea, with many consumers unwilling to use stronger chemical products such as bleach, leading to increasing interest in surface care products that use natural ingredients such as baking powder. Therefore, some consumers actively prepared their own surface care products using natural ingredients themselves because they did not trust alternatives, even from major manufacturers which claim to produce safer bleach using baking powder.
The average unit price of bleach rose in South Korea at the end of the review period in line with raw material supply issues, encouraging dominant player Yuhan Clorox to increase the retail price of its Yuhan Rox Fresh brand. Nevertheless, bleach remains a more affordable alternative product to surface care for price-sensitive consumers.
Stronger demand for bleach is likely to be driven by businesses, public facilities, and shopping centres, due to being an economical option and proven effectiveness in cleaning large-scale areas. Bleach contains strong chemicals, which will drive some consumers towards surface care wipes or sprays or homemade alternatives.
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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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