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Bleach in the Netherlands

Netherlands bleach market: Unilever Nederland a key industry player

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2014-01-23 01:18:02 - Bleach in the Netherlands - a new market research report on

Most manufacturers in the Netherlands bleach market made little effort in 2012 to promote the products, let alone improve their positioning on the shelf. It is important to mention that the manufacturers with bleach products available are also engaged in other categories that are directly competing with beach. As such, Unilever Nederland also produces the Glorix WC Active Gel toilet liquid, the Glorix kitchen cleaner and Cif bathroom cleaner. All of these products increase the pressure put on bleach.

Sales of bleach remain under pressure in the Netherlands, exhibiting a steady decline in both current value and volume terms. Bleach is perceived by Dutch consumers as an outdated product, lacking innovation and promotion. This attitude impacted severely on volume sales, and



is expected to continue doing so in the coming years.

Bleach is a mature product in Dutch home care with low prospects for further growth. Manufacturers are expected to invest marginally in bleach during the forecast period, preferring instead to concentrate on higher-margin home care products.

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Mike King
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