"Bleach in Belgium" Published
Bleach is the smallest component of Belgian home care. In Belgium, bleach conveys a rather good image of cleanliness and efficiency, meeting local consumer demand for deep-cleaning products. However, this encourages manufacturers to bank on this image in other areas than chlorine bleach. They capitalise on time-saving products such as ITBs and multipurpose cleaners containing bleach as an ingredient, which results in a structural cannibalisation of bleach that continued in 2012.
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