Bleach is expected to face increasing competition from multi-purpose cleaners as well as eco-friendly surface cleaners, which offer similar disinfectant properties without the harsh chemicals associated with bleach. To fend off this competition players are expected to focus on raising consumer awareness of the added benefits of bleach as a disinfectant and not only as a fabric brightener, which should help to sustain and even increase demand for bleach over the forecast period.
Bleach is projected to see strong growth in retail volume terms over the forecast period backed by increasing awareness of its benefits, wider distribution, population growth and urbanisation. Nonetheless, despite this positive outlook, the demand for bleach from the lower-income segment is expected to remain limited with these consumers often unable to afford these products.
Heightened awareness around health and hygiene, especially in the post-pandemic era, has boosted demand for bleach products in Kenya. With consumers more focused on sanitising and disinfecting their homes, bleach remains a go-to product for its effectiveness in killing germs and bacteria.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Kenya 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 Kenya, 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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