In Spain, the huge efforts to maintain and improve household hygiene since the arrival of COVID-19 have benefited bleach more than any other home care product. The surge in demand for it emptied retail aisles of in the first week of the pandemic, pushing manufacturers to find ways to increase their production quickly.
Bleach continued to record low retail volume growth prior to the pandemic. Its popularity is traditionally driven by older generations of Spaniards who use it to sanitise and disinfect different areas of the home.
Bleach remained a fairly consolidated competitive landscape in 2020, led by Neutrex from Henkel in brand terms, while Bosque Verde by Mercadona led the strong presence of private label in bleach, due to the basic nature of the category and its low price. Indeed, private label’s collective share rose even faster in 2020 as consumers rushed to disinfect their homes.
In 2021, bleach will still be purchased much more frequently as consumers do their best to safeguard their homes from the potential transmission of COVID-19. Despite the efforts of eco-friendly players to remove chlorine from cleaning products that are mixed with water, the rise of bleach was inevitable during the global health crisis, and it will make further strong volume growth gains over the forecast period.
Spanish consumers, especially the younger generations, are becoming increasingly aware of the dangers related to using certain chemicals when cleaning their homes. Domestic incidents through using bleach and other powerful liquids such as ammonia have been widely reported in the local press, leading to increasing awareness of the health hazards linked to their usage.
Bleach tends to be mainly used in Spain for its disinfecting properties, which besides COVID-19 is particularly pertinent due to the prevalence of bacteria that arises from the country’s mild climate conditions. Spaniards have traditionally used bleach to disinfect their entire homes including bathrooms, particularly the toilet area, in addition to using it to effectively whiten laundry.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Bleach research and analysis database.
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