Over the forecast period, it is anticipated that the price of bleach in the US will stabilise, leading to a decline in value sales growth (at constant 2023 prices), as retail volume sales are also projected to decrease. This trend may be attributed to various factors, including consumer preferences shifting towards multifunctional and natural alternatives.
While a decline in demand for bleach is projected over the forecast period, as consumers increasingly opt for natural and multifunctional alternatives, it remains an essential cleaning product for many local households, contributing to the resilience of the category. In health-compromising situations such as mould outbreaks, bleach will remain a necessary product, despite some consumer preference for natural alternatives.
According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey, conducted between January and February 2023, there has been a notable decline in the frequency of daily cleaning practices among consumers in North America. The survey reveals that the percentage of respondents who reported cleaning at least once a day decreased from 29% in 2019 to 21% in 2023, reflecting a consistent decline in cleaning frequency over this period.
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Understand the latest market trends and future growth opportunities for the Bleach industry in USA 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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