Recently published research from Euromonitor International, "Bleach in Uzbekistan", is now available at Fast Market Research
[ClickPress, Tue Dec 16 2014] Bleach was launched in Uzbek home care relatively long time ago, during the Soviet Union times. However, consumers do not consider bleach to be a product of first necessity due to its high prices nowadays. In addition, low awareness by consumers about advantages or peculiarities of bleach products also hindered sales. Although in late review period prices for bleach became more stable, nevertheless consumers’ strong perception of bleach as a secondary or non-essential product remained. This contributed to limited growth of bleach in 2013.
Unilever Group led retail sales in 2013 with 26% value share. Its leadership was due to joint sales of Domestos (19%) and Cif (7%) brands. Both brands benefit from positioning for use as surface care, whilst the other products are predominantly for laundry purposes. However, the main reason for their higher value sales was their high prices which generated stronger shares even with lower/same volume sales. Procter & Gamble, which presented Ace brand, accounted for 22% of retail sales. Ace was most sold brand in 2013 due to its popularity as being the pioneer bleach brand in Uzbek home care, generating very strong consumer awareness and strong loyalty. Russian company Khimprom OAO held 16% of retail sales in 2013 with its Belizna brand.
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Based on behaviour of consumers and manufacturers during the review period and in 2013, bleach is not forecast to gain strong growth over the forecast period. Sales will be limited to the current consumer base and manufacturers will not want to invest in more marketing. Domestic investors will also consider bleach as the most risky: bleach has stronger technological requirements and it will be very challenging to meet consumers’ very high expectations of any addition to laundry care processes (ie consumers are not likely to trust their laundry to newly-appeared domestic bleach).
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The Bleach in Uzbekistan market research report includes:
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