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Bleach in the United Kingdom

UK bleach market: £90 million industry in 2012

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2014-02-21 02:31:02 - Bleach in the United Kingdom - a new market research report on

The UK bleach market is characterised by a particularly strong presence of private label products, which registered a 47% value share in 2012. Private label products are regarded as better value for money, while branded bleach is not considered to be significantly better than private label alternatives. However, this share was down slightly compared to 2011, largely as a result of Unilever Home and Personal Care Ltds Domestos launches. Private label operators have not been innovating as they see bleach as a product area that can offer only limited growth. This is echoed by consumers, who see bleach as only a basic product. This has led to the gradual loss in share recorded by private label since 2010.

Bleach remains a



popular product type for toilet cleaning, but its popularity is decreasing as a cleaner of any other surface, largely thanks to the expansion of the specialist surface care category. This situation has been compounded by the lack of innovation and competition within the bleach category; it seems that manufacturers are also more interested in specialist products, especially for toilet care. The majority of bleaches sold in the UK are thick bleaches.

Volume sales of bleach are expected to fall by 2% over the forecast period as a whole, while constant value sales are set to fall by 2% annually. Bleach is a mature category, with many consumers preferring to use task-specific surface care products or multi-purpose cleaners.

Key Headlines

- Bleach records value growth of 1% to reach £87 million in 2012
- Bleach is a mature product category with limited new product launches and advertising budgets
- Volume sales of bleach decline by 1%
- Unit price rises by 2% in 2012
- Unilever Home & Personal Care Ltd remains the leading player with a 36% value share in 2012
- Bleach will continue to see a slight decline in volume sales over the forecast period, while constant value sales will decline at a CAGR of 2%

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Mike King
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