Bleach in Switzerland

PROSPECTS

Safety concerns impact bleach’s growth prospects

Consumers in Switzerland are increasingly concerned about health risks they could be exposed to when using everyday household products such as bleach. This concern continued to gain more attention over the course of the review period, seriously affecting sales of bleach.

Bleach suffers from competition from other products

Other products, for example household disinfectants or multipurpose cleaners, represent valid alternatives to bleach, thus representing major competition for bleach products. In addition, product innovation in other home care categories such as surface care and toilet care is much greater than in the declining bleach category.

Availability of bleach becoming more limited

With sales declining and consumer interest in the product waning, there is also a decreasing selection in stores and less shelf space given over to bleach. This reduced visibility and awareness of the product is also contributing to further decline in demand.

COMPETITIVE LANDSCAPE

Bleach has an extremely concentrated competitive landscape

The competitive landscape in bleach is highly concentrated due to low levels of profitability and the declining sales in the category. This also severely limits any innovation activity, with the general focus of manufacturers remaining on existing products, which, in turn, contributes to further decline and relatively stagnant player rankings.

Private label leads sales

In Switzerland, the competitive landscape of bleach continues to be characterised by the very strong presence of private label products, with most brands having already left the category. Private label accounts for more than half of value sales, with Migros a very strong leading player.

Colgate-Palmolive the leading branded player

The only large remaining brand in bleach is La Croix Javel by Colgate-Palmolive, which enjoys high levels of trust due its long tradition in the local marketplace. However, the brand is still faced with the challenges of a declining product.

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