Table of Content

Bleach in Belgium
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Demand pattern for bleach is completely reversed in 2020 as a result of COVID-19
Private label bleach is still the most demanded, but Colgate-Palmolive gains five times more value growth due to higher demand in 2020
As bleach is not driven by innovation, players rely on offering a variety of price sizes to widen interest in 2020
RECOVERY AND OPPORTUNITIES
As fears of infection subside in 2021 and beyond, bleach is expected to resume the declining trend it was experiencing prior to COVID-19
Players’ lack of innovation and investment in bleach as consumers return to more effective and environmentally friendly products will further hinder category prospects
Further development of other home care solutions focussing on hygiene and disinfection is expected to keep bleach trapped in a spiral of decline
CATEGORY DATA
Table 1 Sales of Bleach: Value 2015-2020
Table 2 Sales of Bleach: % Value Growth 2015-2020
Table 3 NBO Company Shares of Bleach: % Value 2016-2020
Table 4 LBN Brand Shares of Bleach: % Value 2017-2020
Table 5 Forecast Sales of Bleach: Value 2020-2025
Table 6 Forecast Sales of Bleach: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 7 Households 2015-2020
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2015-2020
Table 9 Sales of Home Care by Category: % Value Growth 2015-2020
Table 10 NBO Company Shares of Home Care: % Value 2016-2020
Table 11 LBN Brand Shares of Home Care: % Value 2017-2020
Table 12 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 13 Distribution of Home Care by Format: % Value 2015-2020
Table 14 Distribution of Home Care by Format and Category: % Value 2020
Table 15 Forecast Sales of Home Care by Category: Value 2020-2025
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources