Bleach in Spain

PROSPECTS

Spaniards continue with high usage of bleach

Bleach usage remains very high in Spain, with the country leading per capita bleach consumption in the world in 2018. This performance was influenced by increasing production costs after the implementation of the EU Directive of the industrial usage of mercury.

Emerging alternatives will restrict sales

Spanish consumers, especially the younger generations, are increasingly aware of the dangers connected with using toxic products for household cleaning. Domestic incidents through using bleach and other powerful liquids such as ammonia, are widely reported by the press and have increased awareness about the hazards of using them in the home.

Old habits and new uses

Spain is the leading country in the world for per capita bleach consumption as of 2017. Bleach is appreciated for its disinfecting properties, particularly important for a country where mild climate conditions favour the proliferation of bacteria.

COMPETITIVE LANDSCAPE

A consolidated landscape

The competitive landscape of bleach has consolidated over the years in favour of several brands and private label. Over the review period, manufacturers reduced their participation in this category to focus on more profitable categories - such as multi-purpose cleaners and home disinfectants - also in the context of strong brand awareness.

Neutrex is preferred

Henkel Ibérica retained its leadership of bleach in 2018, gaining value share. Henkel owns two brands, Conejo and Neutrex, with the latter being the most sold brand with a wide range of different products, including those specific to laundry care.

Private label’s strong position

Mercadona held the largest share within private label bleach in 2018 and ranked second overall. Its dominant position is due not only to the extended network of its supermarkets, but also to the high reputation of its products.

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