PROSPECTS AND OPPORTUNITIES
Economic improvement and the rising urban population are expected to drive demand
As the economy improves and consumer incomes increase over the forecast period, bleach is expected to record positive retail volume growth, at a current volume CAGR of 5%. The category will also continue to benefit from a growing urban population which require efficient and affordable cleaning for their laundry products, particularly whites, and surface care.
Strong price competition should continue to benefit sales of bleach across the forecast period
The presence of lower-priced brands, such as Hypo, competing in the bleach will help ensure that the category continues to experience positive growth across the next five years. Innovative and aggressive marketing strategies, including competitive pricing, which helped establish Hypo as a strong brand, will likely to be adopted by other manufacturers to grow their own products.
Competition from task specific products is expected to increase
With an improved economy and a growing middle class, bleach growth will be slowed as middle-class consumers increasingly opt for task-specific surface and toilet care products. Toilet cleaning and laundry care products are increasingly incorporating bleaching properties to encourage consumers to move away from bleach, and this trend is expected to continue over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Bleach in Nigeria?
- How are products distributed in Bleach in Nigeria?
- 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 Nigeria - Category analysis
KEY DATA FINDINGS
Bleach benefits from its essential nature, recording positive retail value and volume growth
Bleach is used as a substitute for surface care and toilet care products
Hypo retains its lead while Jik maintains a strong retail value share in 2024
Economic improvement and the rising urban population are expected to drive demand
Strong price competition should continue to benefit sales of bleach across the forecast period
Competition from task specific products is expected to increase
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Competitive landscape
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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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