Report Published: "Bleach in Bulgaria"

While bleach is a traditional home care product in Bulgaria and present in almost every home, the category is consistently losing value sales and value share to various non-chlorine home care products. In 2014, sales of bleach accounted for only 2% of total home care value sales in Bulgaria.

Competitive Landscape

The two most popular brands in bleach in Bulgaria are Ace by Procter & Gamble brand and Test by Hayat Bulgaria Chemical. Procter & Gamble remained the leading player in the bleach in 2014 with a value share of 37%. Hayat Bulgaria Chemical, meanwhile, accounted for 19% of total bleach value sales. These two companies occupied the leading positions in bleach throughout the review period because of their nationwide distribution across various channels and strong marketing support. While Ace dominates the premium price segment, Test is well established in the standard and budget price ranges. None of the other bleach brands managed a value share in excess of 10% in 2014.

Full Report Details at
- http://www.fastmr.com/prod/1015150_bleach_bulgaria.aspx?afid=301

Industry Prospects

Bleach is expected to decline in value at a CAGR of 2% at constant 2014 prices over the forecast period. Regular usage of bleach is set to remain limited to low-income consumers, many of whom tend to purchase value brands. Volume growth is expected to remain sluggish over the forecast period, with a CAGR of 1% anticipated. While bleach continues to be widely used due to strong tradition, there is a clear trend towards a maturing category, which does not offer strong growth opportunities. Volume growth is set to be slower during the forecast period than during the review period and this slowdown is set to be due to the continuous trend of replacing bleach with other home care products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Bulgaria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Bleach industry in Bulgaria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Bulgaria market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Bleach in Bulgaria?
* What are the major brands in Bulgaria?
* How did bleach sales perform during the economic downturn?

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