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Learn moreMar 2020
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Bleach has continued declining in both retail volume and value growth for most years since 2005, because most Taiwanese consumers find the odour of bleach unpleasant, leading to them gradually stopping using it for general cleaning. More consumers consider that bleach might damage the original fabric and colours of clothes and use it less in laundry as well.
There are numerous products that perform similar functions to bleach in bathroom, floor and tile cleaning, which smell more pleasant than bleach. Therefore, bleach manufacturers have to devise more appealing marketing strategies to secure consumers in using bleach in surface care.
In terms of different usages for bleach, it is mainly used for toilet cleaning, as consumers are accustomed to using bleach to rinse in the toilet/bathroom given the subtropical climate. Both chlorine and non-chlorine based products witnessed decline in laundry usage, as there are multiple safer products that can be used to perform similar bleaching and softening functions.
Kao (Taiwan) Corp has maintained its leading position in bleach since 2008. Wonderful from Kao, Clorox introduced by Victory Appliances and local brand Magic Amah all have witnessed positive growth due to either reasonable pricing levels or wider distributor networks.
In addition to Kao and Unilever, Lan Bao from Lion and Clorox introduced by Victory Appliances are all international brands, which are well distributed with diversified formats in all channels. Therefore, there remains limited space for domestic players in this category.
Despite lacking motivation to participate in this niche category, some private label products maintain a presence in bleach. All brands are offered by hypermarkets such as Carrefour, A-Mart and RT-Mart, and they appeal to consumers through lower price points and larger volumes.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Taiwan 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 Taiwan, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
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.