Sales of bleach saw growth pick up in 2020 as a result of the impact of COVID-19. Bleach is seen as an effective, if aggressive, disinfectant that can be used in multiple home care situations; in addition, it is far cheaper than most other category products, an increasingly important consideration as the pandemic continues to squeeze consumer incomes in Tunisia.
Historically, bleach has been dominated by Ennadhafa Judy SA, a domestic manufacturer that generated almost two thirds of value sales as recently as 2019. However, Société d'Articles Hygiéniques Sarl (SAH) has been far more proactive than the competition since its launch in 2019, in what is traditionally a mature category with little innovation.
Despite the rapid evolution of home care in Tunisia and the growing diversity of products in the category, especially in surface care and toilet care, bleach remains a staple in Tunisian households, and is used for laundry care as well. Growth in 2021 has therefore built on an exceptionally wide consumer base, and the ongoing affordability of the product continues to secure new users.
Bleach has seen a clear increase in consumer demand in 2020 and 2021 as a result of rising anxiety related to COVID-19. Although Tunisian consumers are reluctant to use very aggressive house care solutions where possible, the efficacy of bleach against the virus is clear.
Historically, branded bleach producers have suffered from the large number of unbranded, informally produced bleach products present in Tunisia. These products are often of dubious quality, but appeal to consumers thanks to their very low prices.
There has been little innovation in bleach in 2021, and Tunisians have grown accustomed for many years to a single liquid format for bleach. In 2021, SOH launched a gel format for its Lilas bleach brand that was positioned as a surface care product.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).See All of Our Definitions
This report originates from Passport, our Bleach research and analysis database.
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