Bleach is expected to see strong declines in retail volume and value (constant 2023 prices) sales through the forecast period. The category is unlikely to recover demand, since more and more consumers are likely to migrate to alternative home care product types.
Brand owners are expected to try to change the negative perception of bleach among many consumers by updating their formulas with new fragrances or ingredients that make the product milder and gentler. Meanwhile, marketing efforts are also set to focus more on the multi-purpose feature of bleach.
Grocery retailers, led by small local grocers and hypermarkets, are set to remain the main shopping destinations for bleach users, mainly due to the convenience factor. This was reflected in the growing importance and retail value share of private label in bleach through the review period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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If you're in the Bleach industry in Romania, 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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