Bleach in the US

PROSPECTS

Bleach faces mounting competition and feeling effects of negative reporting

In 2018, bleach continued to decline in both retail volume and current value terms. In addition to already being mature, bleach also experienced increasing competition from different products that act as cleaning alternatives for certain consumers.

Bleach usage gaining in popularity in some surface care applications

Although in the US, bleach is losing popularity to some alternative home care products for laundry-related cleaning, it is performing well in activities such as cleaning floors, toilets, and other surfaces for certain consumer groups. One of the primary reasons for this appears to be that bleach has held its ground better in terms of its surface cleaning applications.

Traditional distribution channels continue to dominate bleach

The continuing growth of internet retailing remained one of the biggest stories within home care in 2018, although this is not evident in the distribution of bleach. Traditional distribution channels such as hypermarkets, supermarkets, and mass merchandisers, continued to account for the overwhelming majority of value sales in the category.

COMPETITIVE LANDSCAPE

Scent becoming important even in bleach

The Clorox Co added dynamism to bleach in the US in 2017, which the company has long dominated, with a reformulation of its standard liquid bleach. In 2018, it introduced a new line of products under the “Scentiva” line.

Private label struggles to recover

Private label has historically been very strong in bleach in the US. Many consumers are willing to purchase less expensive private label products.

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