PROSPECTS AND OPPORTUNITIES
Category decline is set to continue over the forecast period
The category is expected to register a decline in both current value and volume terms over the forecast period. Bleach is a highly mature category in Portugal, with little resonance amongst younger consumers in particular.
Neoblanc will engage in new product development in order to differentiate
Looking ahead, leading player Neoblanc is anticipated to continue seeking to differentiate from private labels, although the latter will continue to hold significant share. Following its recent introduction of a new tablet format for traditional use, Neoblanc will continue to focus on specialisation in order to increase current value share and profit margins.
Brand presence is expected to decline as shelf space becomes more constrained
Due to major retailers opening smaller stores and a decline in new hypermarket openings, shelf space and brand presence have become more limited, particularly for less dynamic categories such as bleach. Conversely, the continuous expansion of retailers such as Mercadona, which has a strong private label presence, is expected to exert additional pressure on brands in the years ahead.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in Portugal 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 Portugal, 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 Portugal 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 Portugal?
- Which are the leading brands in Bleach in Portugal?
- How are products distributed in Bleach in Portugal?
- 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 Portugal - Category analysis
KEY DATA FINDINGS
Bleach sees decline in 2024 as appeal amongst upcoming generations dwindles
Neoblanc innovates with new formats to maintain its leading position
Private labels consolidate share in 2024 thugs to ongoing price sensitivity
Category decline is set to continue over the forecast period
Neoblanc will engage in new product development in order to differentiate
Brand presence is expected to decline as shelf space becomes more constrained
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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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