Bleach is set to register decline in both volume and value terms over the forecast period, as the category suffers from intensifying competition from other home care products. Laundry care and surface care will continue to take consumers away from bleach, with players often highlighting the chlorine-free content of these products.
After two years of soaring inflation and a year of stabilisation in the final year of the review period, 2025 is likely to bring new challenges for the home care market, including for bleach. Several organisations, such as the International Monetary Fund (IMF), have indicated that the country’s macroeconomic indicators have been deteriorating.
With Romanian consumers displaying a growing interest in environmental topics, bleach is also likely to be affected by the sustainability trend. Many consumers will be deterred from using bleach, which is seen as chemically harsh and potentially damaging for the environment, with some turning instead to cleaning products containing more natural ingredients or even to DIY solutions.
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Understand the latest market trends and future growth opportunities for the Bleach industry in Romania 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 Romania, 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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