Bleach in Bulgaria - New Market Research Report

Bleach is a traditional home care product in Bulgaria and it used to be present in almost every home. However, bleach has been consistently losing value sales and value share to various non-chlorine home care products. In 2015, bleach accounted for just 2% of total home care value sales in Bulgaria.

Competitive Landscape

The two most popular brands of bleach in Bulgaria are Ace and Test. Fater SpA, which inherited the Ace brand from Procter & Gamble, was the leading player in bleach in 2015 with a value share of 40%. Hayat Bulgaria Chemical OOD, meanwhile, accounted for 19% of total bleach value sales in 2015. 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 2015 – a consistent result since 2014.

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Industry Prospects

Bleach is expected to see decline in value sales at a CAGR of 2% at constant 2015 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 1% CAGR growth anticipated. While bleach continues to be widely used due to strong tradition, there is a clear trend towards it being a maturing category, which does not offer strong growth opportunities. Furthermore, the product is quickly becoming outdated for use in the home and may have a brighter future as an away-from-home option.

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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