Bleach struggled in 2018 due to product innovation in other home care categories such as surface care and toilet care. Bleach is a rather niche category in Switzerland.
Consumers in Switzerland are increasingly concerned about health risks they could be exposed to when using everyday household products such as bleach. This concern gained more attention towards the end of the review period and affected bleach sales.
As bleach is not popular in Swiss households and no longer used in large amounts, smaller packaging is offered by manufacturers. Although 2-litre formats still exist, 1-litre bottles can be found more frequently on shelves.
In Switzerland, the competitive landscape of bleach continued to be characterised by the high presence of private label products in 2018. Pure bleach formats face a great challenge to create value and competing with other home care solutions with added bleach.
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This industry report originates from Passport, our Home Care market research database.