Boston, MA -- (SBWIRE) -- 08/01/2014 -- Rising disposable income levels and an expanding mid-income group in Algeria resulted in many consumers trading up within home care. This resulted in bleach seeing the weakest overall current value growth in home care in 2013 over the previous year, as many low-income consumers switched to standard powder detergents for cleaning their homes and many mid-income consumers switched to multi-purpose cleaners. Bleach thus saw 4% volume growth in 2013 over the previous year in comparison to 11% growth for standard powder detergents and 10% growth for multi-purpose cleaners.
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Many consumers view bleach as a commoditised product. Due to the popularity of bleach as a multifunctional home care product among low-income consumers there is also a strong focus on price, with many consumers simply opting for the lowest-priced products available. As a result, "others" accounted for a dominant share of value sales in bleach throughout the review period, with a share of 58% in 2013. The share of "others" however dropped by a percentage point in 2013 over the previous year, as rising disposable income levels encouraged consumers to trade up to the leading brands.
Bleach will continue to see sales growth constrained by strong competition from more convenient, safer and task-specific products in home care in the forecast period. Bleach will continue to see the slowest value growth at constant 2013 prices in overall home care in the forecast period, as disposable income levels rise and consumers trade up to product areas such as multi-purpose cleaners, toilet care and standard powder detergents. In addition, bleach is one of the most mature and commoditised product areas in home care, with almost universal household penetration by the end of the review period.
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