PROSPECTS AND OPPORTUNITIES
Prospects for bleach are expected to be constrained as consumer preferences change
Across the forecast period, retail volume sales in the bleach category will fall, as consumer preferences are shifting towards more environmentally friendly and safer cleaning products. As purchasing power gradually recovers, it is anticipated that consumers will continue to explore alternatives that prioritise health and sustainability, further diminishing the appeal of bleach.
Limited innovation will negatively impact the ability to attract new consumers
The stagnation in innovation within the bleach category is expected to hamper growth and market attractiveness over the forecast period. With leading manufacturers showing little interest in investing in new product development, the category is unlikely to introduce appealing innovations that resonate with modern consumers.
Increasing competition from eco-friendly and modern cleaning solutions
The rise of eco-friendly and innovative home care products poses a significant threat to the bleach category's market position. Brands emphasising sustainability and advanced cleaning technology are becoming increasingly attractive to consumers, overshadowing the traditional appeal of bleach.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Belgium 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 Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bleach in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bleach in Belgium?
- Which are the leading brands in Bleach in Belgium?
- How are products distributed in Bleach in Belgium?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Bleach products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Bleach in Belgium - Category analysis
KEY DATA FINDINGS
The positive performance for bleach is driven by price-sensitive behaviour in 2024
Lack of innovation continues to hinder growth potential in the bleach category
The competitive landscape for bleach faces pressure from emerging home care products
Prospects for bleach are expected to be constrained as consumer preferences change
Limited innovation will negatively impact the ability to attract new consumers
Increasing competition from eco-friendly and modern cleaning solutions
Home Care in Belgium - Industry Overview
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
DISCLAIMER
Bleach
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bleach research and analysis database.
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