PROSPECTS AND OPPORTUNITIES
Negative perception of bleach will continue to drive down demand
Bleach’s negative perception is expected to continue driving the category’s decline, although it may stabilise at a lower level where only budget-conscious consumers, professionals and niche users will maintain their loyalty to the product. Improved consumer education about bleach’s proper use and innovations such as pre-dosed formats could potentially sustain sales, but the product’s reputation as an environmentally harmful option remains a significant obstacle.
Rising competition from surface care products to further subvert growth potential
Regulatory measures such as the Descrozaille law, which limit aggressive promotions on certain cleaning products, may inadvertently redirect some consumers to bleach as a more affordable option. However, the category’s long-term outlook remains constrained by competition from multi-purpose cleaners and other efficient surface care products, which continue to grow in popularity.
Leading players slowly phasing out bleach from their portfolios
Leading players are gradually phasing bleach out of their portfolios in response to shifting consumer preferences and regulatory pressures. La Croix, which dominates the market, is reportedly considering ceasing its production in France - a move that reflects the broader decline of bleach in the cleaning products landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in France 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 France, 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 France 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 France?
- Which are the leading brands in Bleach in France?
- How are products distributed in Bleach in France?
- 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 France - Category analysis
KEY DATA FINDINGS
Bleach suffers from persistent search for alternatives
Health and sustainability concerns undermine category growth potential
La Croix continues to dominate overall category in 2024
Negative perception of bleach will continue to drive down demand
Rising competition from surface care products to further subvert growth potential
Leading players slowly phasing out bleach from their portfolios
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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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