Bleach is expected to record declining sales in both volume and current value terms over the forecast period. Nonetheless, the product will remain popular for everyday use, due its perceived effectiveness in killing germs, as well as its relative inexpensiveness compared to more specialised products such as home disinfectants or floor cleaning products - which are often supplemented with bleach for better results.
Environmental sustainability will remain a key concern for manufacturers and consumers in Italy during the forecast period. There is therefore scope for players to address consumer concerns associated with the release of bleach into wastewater system and its potentially harmful effects on aquatic life, a factor which caused many to stop using the product.
Though e-commerce is set to continue increasing its value share in the distribution of bleach during the forecast period, consumer concerns regarding the risk of spillage will need to be addressed by manufacturers and retailers. Many consumers would like to order bleach at the same time as food and other products, but the risk of spillage during transportation is a negative factor in any purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Italy 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.
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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 DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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