PROSPECTS AND OPPORTUNITIES
Pessimistic outlook for bleach in the coming years
Over the forecast period, both retail volume and value sales of bleach (at constant 2024 prices) are expected to decline in Germany as consumer preferences shift towards greener and perceived safer home care products. As purchasing power gradually recovers, local consumers are expected to continue to explore alternatives that prioritise health and sustainability, further reducing the appeal of bleach.
Private label likely to strengthen its position
Private label has a strong presence in bleach, but the focus remains on affordability rather than creating improved formulations or appealing packaging. Without new product development or a shift in marketing strategies to highlight the unique benefits of bleach, the category will struggle to attract new consumers, especially those inclined towards eco-conscious and innovative home care alternatives.
Greater competition for bleach from alternative solutions
The rise of eco-friendly and innovative home care products poses a significant threat to the position of bleach in Germany. Brands that emphasise 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 Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Bleach in Germany?
- How are products distributed in Bleach in Germany?
- 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 Germany - Category analysis
KEY DATA FINDINGS
Low value growth for bleach driven by stable prices in 2024
Dan Klorix remains dominant brand of bleach in Germany
Lack of innovation and pressure from emerging home care brands
Pessimistic outlook for bleach in the coming years
Private label likely to strengthen its position
Greater competition for bleach from alternative solutions
Home Care in Germany - 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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