Bleach’s negative perception is expected to continue driving the category’s decline, although it may stabilise at a lower level where only budget-conscious consumers, professionals and niche users will maintain their loyalty to the product. Improved consumer education about bleach’s proper use and innovations such as pre-dosed formats could potentially sustain sales, but the product’s reputation as an environmentally harmful option remains a significant obstacle.
Regulatory measures such as the Descrozaille law, which limit aggressive promotions on certain cleaning products, may inadvertently redirect some consumers to bleach as a more affordable option. However, the category’s long-term outlook remains constrained by competition from multi-purpose cleaners and other efficient surface care products, which continue to grow in popularity.
Leading players are gradually phasing bleach out of their portfolios in response to shifting consumer preferences and regulatory pressures. La Croix, which dominates the market, is reportedly considering ceasing its production in France - a move that reflects the broader decline of bleach in the cleaning products landscape.
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Understand the latest market trends and future growth opportunities for the Bleach industry in France 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 France, 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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