Over the review period, bleach recorded several years of decline in retail volume terms as awareness of specialist products was set to increase and the dependence on bleach for cleaning toilets and surfaces began to fade. However, the category recovered when players invested heavily in innovation to revive demand.
There was an apparent shift in bleach consumption from larger packaging to smaller during the review period to more compact formats. As local consumers sought cheaper alternatives, they shifted towards smaller packaging which carries lower prices, as bleach is slowly re-branded.
2018 witnessed continuous promotions across various retail channels. Promotions in the form of buy-one-get-one-free offers, or discounts, are important for bleach.
Transmed Overseas Inc continued to lead bleach in 2018, gaining further value share. The company’s flagship Clorox brand has enjoyed a long-standing presence in bleach and enjoys widespread availability through supermarkets, hypermarkets, and independent small grocers for decades.
At the end of the review period, private label products such as Carrefour No 1, LuLu, and Union witnessed an increase in share and value sales due to the attractive pricing with the promotions they offered and 2018 was no different. As consumers continued to search for cheaper alternatives and reasonable quality, private label was a good option.
Transmed Overseas launched a new product formula represented by its Clorox thick bleach gel. The product gained positive feedback among consumers.
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