Consumer behaviour and attitudes towards bleach are not anticipated to change significantly in Austria over the forecast period. Consequently, volume sales are expected to continue experiencing a modest year-on-year decline, with some local consumers still using bleach on rare occasions, particularly older demographics.
Due to the highly consolidated landscape of the category, new entrants are unlikely to emerge over the forecast period, ensuring Colgate-Palmolive maintains its leading position. Periodic product launches or updates may provide temporary current value growth, although this will remain at a relatively low level overall.
Given that bleach is a traditional product and a significant portion of its consumers and users belong to older generations, who can be resistant to change, the distribution landscape for bleach is not expected to shift significantly over the forecast period. Supermarkets and health and beauty specialists will continue to lead sales, respectively, closely followed by discounters.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bleach industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Chlorine based products that are designed for general domestic cleaning purposes. Only products that are clearly labelled as bleach are included, while bleach-based cleaners, which are primarily marketed as any of the other surface or toilet cleaning products (as included within the surface care and toilet care sectors) are excluded. This sector should also include chlorine based laundry bleach, although not colour safe laundry bleach (which is included in the laundry aids subsector).
See all of our definitionsThis report originates from Passport, our Bleach research and analysis database.
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