Bleach recorded consistent growth throughout the year, moving from 7% growth in 2019 to 10% in 2020. With consumers having a heightened interest in health, hygiene and sanitation, many consumers stocked up on bleach, resulting in growth for both volume and value sales.
Despite the higher levels of sales for bleach in 2020, growth continued to be stifled by rising health and eco-friendly concerns. In line with the green trend throughout home care, key concerns among consumers regarding bleach are smell and the potential harmful effect on health, with interest in natural and non-toxic bleach products being higher than ever.
Prior to and during the outbreak of COVID-19 in 2020, there was little to no advertising, or promotional activity for bleach, across all players. The product also occupies fewer display areas in modern channels.
Following an uplift in growth in 2020, value growth will be lower in 2021, as consumers are no longer stocking up on cleaning products, and some have surplus items within the home. Over the forecast period, bleach is expected to record stable growth.
Local brand My Hao is expected to continue dominating the market across the forecast period, and the player is also looking to expand its geographical presence by exporting bleach to countries such as Cambodia, Laos and Myanmar. However, across the long term forecast period, due to higher living standards and the recovery of the economy following the outbreak of COVID-19, consumers are expected to have more international brands present within bleach.
Due to the outbreak of COVID-19 in 2020, many consumers migrated to e-commerce, as a safer form of retailing. This allowed consumers to order products online, have them delivered to the home, avoiding leaving the house and socialising in public.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Bleach research and analysis database.
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