Bleach in Switzerland

2020 IMPACT

Bleach continues to see declines, despite higher standards of home sanitation as a result of COVID-19

Despite the increased demands in hygiene, as well as more time and effort spent cleaning due to COVID-19, bleach continues to decline in demand and value sales in 2020 (albeit at slightly slower rates than seen over the review period, due to the few exceptions of consumers seeking the extra level of sanitation bleach offers). Overall, bleach remains unpopular with Swiss consumers, as it is perceived to be rather aggressive, potentially harmful to health and wellbeing (especially with regards to the respiratory system and for children, the elderly and pets), bad for the environment, and possibly damaging to many surfaces in the home.

Bleach continues to face strong competition from more modern products, further adding to its decline

Further challenges to bleach come from increasing competition from alternative home care products, such as household disinfectants, multi-purpose or specialty (bathroom, kitchen) cleaners with disinfectant and germ-killing properties, as well as more natural cleaning solutions (often home-made) with high volumes of alcohol, hydrogen peroxide, or even highly concentrated vinegar.

Competitive landscape remains consolidated, due to declining demand and no innovation

Migros Genossenschaftsbund eG maintains its majority lead in bleach in 2020, with over half the company value share. The player’s leading Migros Eau de Javel brand is one of only three named brands in the category, the others being La Croix Javel from Colgate-Palmolive AG and Eau de Javel from Coop Genossenschaft (Javelwasser from Louis Tempia AG left in 2016).

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