PROSPECTS AND OPPORTUNITIES
Bleach will remain popular amongst price-sensitive consumers, who will show little brand loyalty
In Malaysia, consumers in rural areas, lower-income groups, and overseas workers frequently rely on bleach as an economical solution for a variety of household tasks, including whitening clothes, removing tough stains, and disinfecting toilets, bathrooms, and floors. Its widespread availability in traditional stores and mini markets across smaller towns enhances its appeal, making it a go-to product for these demographics.
Growing demand for more sustainable products will undermine sales
Consumers are increasingly seeking products positioned as natural, organic, and sustainable, particularly parents with young children or individuals with sensitive skin or allergies. The rising standard of living among young adults and families is prompting a shift towards higher-quality ingredients, with consumers willing to invest more in products that enhance their health and wellbeing.
E-commerce sales will continue to rise, although physical stores will remain important
E-commerce is expected to maintain its growth trajectory, driven by aggressive promotional strategies such as price slashes, double-day sales events, and vouchers on platforms like Shopee, Lazada and TikTok. These tactics encourage consumers to wait for sales events to stock up on their supplies, making online shopping an attractive option.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Malaysia 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 Malaysia, 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 Malaysia 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 Malaysia?
- Which are the leading brands in Bleach in Malaysia?
- How are products distributed in Bleach in Malaysia?
- 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 Malaysia - Category analysis
KEY DATA FINDINGS
Bleach retains its popularity, thanks to its versatility and affordability
Rising health and environmental concerns have negative impact on sales
Home care disinfectants offer a safer and more convenient alternative to bleach
Bleach will remain popular amongst price-sensitive consumers, who will show little brand loyalty
Growing demand for more sustainable products will undermine sales
E-commerce sales will continue to rise, although physical stores will remain important
Home Care in Malaysia - 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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