Boston, MA -- (SBWIRE) -- 07/11/2014 -- Laundry detergents launched formulas with bleaching attributes that claim to whiten clothing. Bleach itself declined each year of the review period, as users showed a preference to use all in one solutions provided by detergents. Bleach is also perceived as unhealthy and is slowly losing popularity. Bleach is known locally as pemutih, translated as "whitener" in English. In terms of home care, the main use of bleach is laundry care. Bleach is commonly used on school uniforms. Most schools adhere to the white shirt as part of the standard uniform, from primary to secondary school, a span of 12 years. This tradition guarantees the demand for bleach amongst households with school-age children. Generally, adults who have finished school are less willing to purchase all-white clothes as they are perceived to be easily soiled and hard to maintain. Since bleach is mainly used to remove stubborn stains, the increasing number of concentrated laundry detergents also affected bleach consumption to some extent.
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Value sales decrease was experienced by all companies in 2013, even for global giant Unilever. As demand for bleach declined, all sales from different manufacturers also faced decreases. Johnson Home Hygiene Products continued to lead sales of bleach with its brand Bayclin. So Klin pemutih manufactured by local player Sayap Mas Utama ranked second by a Rp6.2 billion gap in sales. Bayclin gained more share throughout the years, by proving its effective whitening result. The company markets Bayclin laundry bleach products in various packaging formats. Bayclin's reputation as one of the top bleach brands in the country is a long-established one.
Bleach is popular to use in clothing, especially for school uniforms, to retain its white colour. However, as detergents are now introducing their products with formulas for maintaining colour of clothes and removing dirt and brightening clothes, bleach is declining in sales. With the perceived view of bleach as an unhealthy product, growth in sales is expected to continue its decline.
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