Bleach remains considerably more popular in the Philippines than in many other countries and this is largely due to the product’s reputation for being a strong, versatile product that offers sanitising and germ-killing properties. However, it is the multiple uses of the product that are the main reason for its positive image.
The popularity of bleach is likely to come under pressure during the forecast period due to the general consumer shift towards specialised home care products that target different tasks around the home. These include colour safe laundry bleach, standard floor cleaners, toilet cleaners and bathroom cleaners, all of which are becoming more popular, to the detriment of bleach.
Zonrox, a brand manufactured locally by Green Cross, remains the leading name in bleach. The strong performance of Zonrox can be attributed mainly to its widespread and consistent availability across major distribution channels such as supermarkets and sari-sari stores.
The forecast period is unlikely to see any major international companies or brands present any major threat to the dominant position of Green Cross Inc with its brand Zonrox. The category’s second-ranked player is another local name, Winrox by Wellmade Mfg Corp.
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This industry report originates from Passport, our Home Care market research database.