Bleach in the US is set to maintain its retail volume decline throughout the forecast period, although the rate of decline is expected to slow, and a return to minimal growth is expected in retail current value terms. Continued volume decline is expected due to the increasing preference for less harsh cleaning alternatives, such as more eco-friendly and natural multi-purpose cleaners, or the return to DIY vinegar-based formulations, which not only reduce the potential harm from inhalation or skin exposure, but also offer cost-saving and sustainability benefits.
As established brands divest from low-growth opportunities such as bleach, it will create more share for other players to capture. Private label therefore saw a rising share of value sales in 2024, and this is likely to continue looking forward.
Despite the expectation of decline for bleach, there are still opportunities, thanks to its simplicity and affordability, especially in the current economic climate, in which rising living costs are pushing consumers to seek cost-effective solutions. Compared with other home care products, bleach remains an attractive option due to its low price point, particularly with private label lines offering even lower prices.
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Understand the latest market trends and future growth opportunities for the Bleach industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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