The bleach category is set to see slow but continuous decline in the forecast period, as a younger generation of consumers, with higher levels of health consciousness and environmental awareness, chooses other less aggressive cleaning options. The growing focus on sustainability is set to lead players in the market to move to alternative products without bleach, resulting in waning investment in innovation in the bleach category, which is set to register decline in both value and volume terms over the forecast period.
As bleach loses consumer interest, retailers are set to offer less shelf space to the category, with only private label and one manufacturer brand option, usually the leading player, set to be available. This will weaken the category's potential for development, as the product becomes less visible and faces growing competition from rival products with greater shelf space.
Due to an older base of core consumers, smaller retailers and independent neighbourhood stores are set to continue to hold a disproportionately strong position in bleach. The fact that such traditional retailers are losing custom to discounters and chained local outlets such as convenience stores is set to adversely affect the performance of bleach during the forecast period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Portugal 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 DefinitionsThis report originates from Passport, our Bleach research and analysis database.
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