The retail volume and current value declines seen in bleach since 2021 are set to continue throughout the forecast period in Australia. This can be attributed to the growing aversion to bleach amongst consumers, primarily due to concerns about its toxic ingredients.
Bleach is expected to undergo transformation to better align with the evolving preferences of consumers, especially the younger generations, who may not have strong familiarity with traditional bleach products. One of the standout trends in bleach product development revolves around creating innovative formats and enhancing packaging for improved user experience and safety.
Although e-commerce saw growth during the pandemic, supermarkets continued to play the dominant role in the distribution of bleach in 2023, and this is set to remain the case in the forecast period, primarily due to the product’s traditional consumer base. Given that bleach users tend to skew to older generations, who value more conventional cleaning solutions, the distribution of bleach is expected to remain predominantly store-based.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Australia 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 Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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