Turkish people believe that only bleach can provide full hygiene in household cleaning and Turkey has the highest per capita consumption of bleach in the world. Thus, the penetration of bleach is already high and it is a mature product.
Bleach remained among the most essential home care products in Turkey at the end of the review period and saw the highest volume growth after laundry care, as consumers focused more than ever on products supporting better hygiene via disinfectant properties. Turkish consumers rely more on bleach to kill germs and bacteria completely, thus, during the COVID-19 outbreak and in its aftermath volume sales significantly compared to growth over the rest of the 2015-2020 period.
The disadvantages of bleach are its scent and its thick chemical content. No matter what type of scent is added, such as lemon, the heavy scent is still there.
Despite surging demand for bleach brought on by greater hygienic concerns among Turkish consumers during the pandemic in 2020, the category is expected to demonstrate a smaller volume CAGR than what it saw over the review period. This can be attributed to its being a very mature product with a particularly high sales base.
Domestos is expected to remain the leading brand under bleach. However, private label products will likely pose more competition, particularly attracting the low- to middle-income groups, due to price advantages that private label products own.
Leading manufacturers are expected to concentrate on developing bleach products that claim to be less harmful to the environment. Additionally, the number of products with user-friendly packaging, such as those with trigger closures, on offer in Turkey is expected to increase over the forecast period.
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This report originates from Passport, our Bleach research and analysis database.
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