Executive Summary

Feb 2019
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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Bleach in Spain

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Spain with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Spain, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Spain market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Bleach in Spain?
  • What are the major brands in Spain?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Spain?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Bleach in Spain - Category analysis

HEADLINES

PROSPECTS

Spaniards continue with high usage of bleach
Emerging alternatives will restrict sales
Old habits and new uses

COMPETITIVE LANDSCAPE

A consolidated landscape
Neutrex is preferred
Private label’s strong position

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Spain - Industry Overview

EXECUTIVE SUMMARY

Premiumisation and new products favour value sales
Home insecticides and toilet care record strongest performances
Four manufacturers dominate
New products and new categories
Fewer products purchased but of higher specific value

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources