Boston, MA -- (ReleaseWire) -- 06/12/2014 -- Over the review period, users of bleach in Hungary were mainly those consumers that followed traditional methods of washing, and whose habits were not easily changed. As a result, bleach was a relatively stable category that did not experience significant or quick changes. Demand for bleach remained largely limited to lower income households, older age groups, horeca and public institutions, as the retail price of bleach remained generally lower than that of other disinfectants. While bleach was perceived as an old fashioned product by most consumers, it nonetheless represented a low-cost solution. Bleach was also used by manufacturers as an ingredient in other categories of home care. While it will remain known and used as a general disinfectant, the retail value sales share accounted for by the category is not expected to grow, as more modern products are increasingly taking over its role.
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Henkel Magyarorszag Kft, with the Clorox brand, remained the leading player in bleach in Hungary in 2013, in accounting for a retail value sales share of 44%. Clorox remained popular, thanks to its affordable price and quality. Clorox offered plain bleach for cleaning, as well as scented colour safe laundry bleach for washing clothes. As such, consumers were able to use Clorox for different needs and tended to be loyal to the brand. Although Clorox remained the most common bleach product in Hungary, Henkel saw a two percentage point decline in retail value sales share in 2013, as some lower priced brands and private label gained share.
Due to the slow recovery of the financial situation of low income households, bleach sales are expected to remain relatively stable throughout the forecast period. While it is not expected that the category will be marked by significant change, the retail value sales share accounted for by private label is predicted to increase. These products will gain share from the top brands, due to consumers increasingly trusting the quality of private label and being attracted by their lower prices.
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The Bleach in Hungary market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
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