"Bleach in Russia" now available at Fast Market Research

Bleach saw a poor performance throughout the review period, with volume sales continuing to decline by over 1% in 2013 over the previous year. Bleach was traditionally used to clean both homes and laundry in Russia. However, the product faced growing competition in both applications, with colour safe laundry bleach being increasingly used for laundry and surface care and toilet care increasingly used to clean homes. This trend was linked to rising disposable income levels in Russia and busier consumer lifestyles, with consumers thus becoming more willing to trade up in search of greater convenience and ease of cleaning. The trend towards lower washing temperatures also encouraged the shift from bleach to colour safe laundry bleach, with the latter perceived to be more effective at lower temperatures, in addition to being less harsh on clothing.

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Competitive Landscape

Sales of bleach are dominated by the generic Belizna brand, which is produced by dozens of companies across Russia. There is little attempt to differentiate Belizna products, with shares thus mainly determined by production capacity and distribution reach. Kaustik OAO (Volgograd) led in this area, with a value share of 18%, followed by Bashkirskaya Sodovaya Kompaniya with 9% share.

Industry Prospects

Bleach is expected to continue to see decline in the forecast period. Consumers are increasingly concerned about the safety and toxicity of bleach and are also increasingly focused on convenience. Consequently, volume sales are expected to decline by 7% overall in the forecast period, while there will also be 11% value decline at constant 2013 prices. This represents a slight softening of decline in comparison to the review period, when volume and value sales declined by 11% and 16% respectively. However, softening decline will be chiefly linked to a lower sales base and the long-term perspective for bleach appears gloomy.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Russia 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

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