Just Published: "Bleach in Estonia"

Consumption of bleach continued to decline in 2014 in Estonia. Bleach became very mature and companies were not interested in developing it. Consumers tried to avoid bleach products as they believed it posed a threat to health and the environment and harmed most types of clothing. However, as bleach has a whitening effect, it is the last resort for people who consider other whitening methods ineffective. In addition, bleach is quite often used as a surface cleaner/whitener (such as whitening sink, bathtub or toilet) and/or removing bad smells.

Competitive Landscape

Procter & Gamble maintained its domination in Estonia with a retail value share of 74% in 2014. Player gained the trust of Estonians thanks to its Ace brand. This received strong promotion in earlier years, which is very uncommon in bleach. Although advertising activity notably diminished recently, the brand is known by Estonians who have never bought bleach. Ace bleach is offered within attractive price range. Second leading player was local Mayeri Industries with a retail value share of 8%, offering chlorine bleach under Liilia and Luik brands. Both products are available in powder and the first also in liquid format.

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Industry Prospects

Bleach is expected to continue to see decline in sales as maturity continues. In addition, bleach is preferred by elderly consumers who were accustomed with these products from the Soviet era. As this consumer segment diminishes, overall consumption will also decline. However, as the need for bleach remains, companies will continue to introduce reduced harm versions of bleaches, such as chlorine-free formats, which are expected to become more available and affordable in the forecast period.

Report Overview

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

The Bleach in Estonia 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 Estonia?
* What are the major brands in Estonia?

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