Although bleach registered a 6% increase in current value sales in 2015, it saw a further retail volume decrease of 8%. Bleach consumption in Russia reflected the trends in the majority of other categories, where bleach is usually replaced by other, more sophisticated products, such as multi-purpose cleaners in surface care and toilet liquids in toilet care.
Procter & Gamble, with its flagship brand Ace, led bleach in Russia with a 21% share of retail value sales in 2015. In general, the competitive landscape is fragmented, with a number of local brands offering this comparably cheap product to Russian consumers.
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Bleach is projected to see further decreases in retail volume sales and value sales at constant 2015 prices over the forecast period. This is due to the migration away from an old-fashioned product that younger generations of Russians do not have an attachment to, or a habit of using. Furthermore, bleach will find itself in direct competition with surface care, toilet care and laundry care products that offer the same function. These three home care categories benefit from much higher development resources than bleach.
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The Bleach in Russia market research report includes:
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