PROSPECTS AND OPPORTUNITIES
Continued decline as consumers switch to less harsh products
Bleach in the US is set to maintain its retail volume decline throughout the forecast period, although the rate of decline is expected to slow, and a return to minimal growth is expected in retail current value terms. Continued volume decline is expected due to the increasing preference for less harsh cleaning alternatives, such as more eco-friendly and natural multi-purpose cleaners, or the return to DIY vinegar-based formulations, which not only reduce the potential harm from inhalation or skin exposure, but also offer cost-saving and sustainability benefits.
Leading brands to divest from low-growth opportunities
As established brands divest from low-growth opportunities such as bleach, it will create more share for other players to capture. Private label therefore saw a rising share of value sales in 2024, and this is likely to continue looking forward.
Opportunities for bleach could lay in its simplicity and price point
Despite the expectation of decline for bleach, there are still opportunities, thanks to its simplicity and affordability, especially in the current economic climate, in which rising living costs are pushing consumers to seek cost-effective solutions. Compared with other home care products, bleach remains an attractive option due to its low price point, particularly with private label lines offering even lower prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Bleach industry in USA 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 USA, 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 USA 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 USA?
- Which are the leading brands in Bleach in USA?
- How are products distributed in Bleach in USA?
- 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 the US - Category analysis
KEY DATA FINDINGS
Decline in volume and value sales of bleach as more consumers switch to multi-purpose cleaners
Consumers are leaving bleach behind for a holistic clean
Clorox’s 2023 cyber-attack leads to subsequent difficulties in the availability of its products
Continued decline as consumers switch to less harsh products
Leading brands to divest from low-growth opportunities
Opportunities for bleach could lay in its simplicity and price point
Home Care in the US - 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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