PROSPECTS AND OPPORTUNITIES
Bleach expected to see value and volume declines despite boost from immigration
Bleach is expected to see decline in both volume and current value terms over the forecast period. Bleach received a strong boost during the COVID-19 crisis when consumers were extra-sensitive about hygiene, but this demand has softened as the effects of the pandemic have faded and consumers are gravitating to cleaning products that offer more convenience and value, such as multi-purpose cleaners.
Private label is a strong player, competing on price and shelf positioning
Private label bleach products are expected to remain competitive and maintain their market share over the forecast period by competing on price as well as in-store and online on-shelf positioning. The highly commodified character of bleach, which offers little room for distinctive innovation, magnifies the importance of price in the competitive landscape and confers an advantage on private label products.
Daily cleaning habit has declined, but has found a level of support that may contribute to demand
According to Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2024, there has been little change in the frequency of daily cleaning practices amongst consumers in Canada. The survey reveals that the percentage of respondents who reported cleaning at least once a day experienced a slight decrease from 22% in 2023 to 20% in 2024.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Canada 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 Canada, 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 Canada 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 Canada?
- Which are the leading brands in Bleach in Canada?
- How are products distributed in Bleach in Canada?
- 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 Canada - Category analysis
KEY DATA FINDINGS
Bleach value and volume sales fall off after large price increases in 2022 and 2023
Concentrated bleach products are favoured by consumers
Clorox expected to maintain market leadership through brand and distribution strength
Bleach expected to see value and volume declines despite boost from immigration
Private label is a strong player, competing on price and shelf positioning
Daily cleaning habit has declined, but has found a level of support that may contribute to demand
Home Care in Canada - 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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