New Market Report: Bleach in Hungary

Bleach reached maturity years ago and manufacturers did not invest in new product development in 2015. As more and more sophisticated products enter in different formats, bleach products become old-fashioned to consumers. However, old and cash-strapped consumers ensured stable but low demand for bleach, since the products can be used for many household cleaning purposes, especially as disinfectants. Therefore retail volume sales of bleach increased by 1% in 2015 and the category registered current value retail growth of 4% 4% due to increasing unit prices.

Competitive Landscape

Clorox Co remained the leading player and accounted for 42% of retail value sales. The Clorox brand has dominated sales for years as it was intensively advertised at launch many years ago – consumers remained loyal to the brand as no other brands were so intensively promoted since then. Unilever Magyarország Kft ranked second with 22% due to the stable popularity of the Flóraszept and Domestos brands. Flóraszept is a traditional domestic brand that was successfully revamped over the review period, while Unilever’s global brand, Domestos is considered high quality. Tesco Globál Áruházak Zrt ranked third and accounted for 10% of retail value sales. The company benefited from the popularity of its private label products under the Tesco brand name.

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Industry Prospects

Bleach is expected to remain an uneventful category with stable sales but no significant potential to grow. The category is mature and is not expected to see innovations over the forecast period. Bleach is relatively small and since there are many competitor products on offer from other home care categories it will not record significant growth. The category will not benefit from improving economic conditions, since there are no sophisticated premium products on offer, and standard products are expected to dominate sales over the forecast period. Therefore bleach is expected to register a flat retail volume CAGR and a retail value CAGR of 1% (constant 2015 prices) over the forecast period.

Report Overview

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

The Bleach in Hungary market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares

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