COMPETITIVE LANDSCAPE
Liby and Whitecat Lead with an Established Brand Image, but Fragmentation Remains High
Bleach in China is highly fragmented, with the smallest players, included under "others", accounting for a 66% share of retail value sales. Despite seeing its sales and share decline in 2025, Guangzhou Liby Enterprise Group Co Ltd remained the leading individual company, with a 17% retail value share, while Shanghai Hutchison Whitecat Co Ltd was second with 12%, and also saw its share decline.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in China 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 China, 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 China 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 China?
- Which are the leading brands in Bleach in China?
- How are products distributed in Bleach in China?
- 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 China - Category analysis
KEY DATA INSIGHTS
Sales Decline as Consumers Look for Safer, More Convenient Cleaning Solutions
Sales Decline as Consumers Look for Safer, More Convenient Cleaning Solutions
Clorox Drives Multifunctionality Trend with Hybrid Cleaning Product
Consumers Will Continue to Seek Multifunctional and More Convenient Products
Surface Care Products Pose Strong Competition to Bleach
B2b Could Offer Growth Opportunities
Liby and Whitecat Lead with an Established Brand Image, but Fragmentation Remains High
Offline Retail Maintains Dominance, with Supermarkets and Hypermarkets Popular for Purchases
Retail E-Commerce Gains Traction with Content-Driven Platforms
Home Care in China - Industry Overview
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Effortless Living Drives Innovation in Cleaning Efficiency
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Offline Retail Continues to Dominate Despite Rapid E-Commerce Growth
COUNTRY REPORTS 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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