Bleach in Lithuania
February 2020

List OF CONTENTS AND TABLES

HEADLINES
PROSPECTS
Poor reputation of chlorine-based products limits appeal of bleach
Bleach use reserved for heavy duty cleaning needs
Bleach products are ignored as a growing range of alternatives incorporate bleach
COMPETITIVE LANDSCAPE
High brand recognition sees Ace Ultra dominate despite new entry
Safety concerns hamper new product development in bleach
Weak awareness as there is low shelf space for bleach outside of the largest outlets
CATEGORY DATA
Table 1 Sales of Bleach: Value 2016-2018
Table 2 Sales of Bleach: % Value Growth 2016-2018
Table 3 NBO Company Shares of Bleach: % Value 2015-2019
Table 4 LBN Brand Shares of Bleach: % Value 2016-2019
Table 5 Forecast Sales of Bleach: Value 2019-2024
Table 6 Forecast Sales of Bleach: % Value Growth 2019-2024
EXECUTIVE SUMMARY
Improved economic conditions support move to higher-value products
Premiumisation and price promotions continue to act as push-pull factors
Ecological and price/quality trends offer growth avenues for local players
Lidl’s good price/quality ratio gains shares for discounters and private label
Slightly faster growth forecast as higher spending power offsets shrinking consumer base
MARKET INDICATORS
Table 7 Households 2014-2019
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2014-2019
Table 9 Sales of Home Care by Category: % Value Growth 2014-2019
Table 10 NBO Company Shares of Home Care: % Value 2015-2019
Table 11 LBN Brand Shares of Home Care: % Value 2016-2019
Table 12 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 13 Distribution of Home Care by Format: % Value 2014-2019
Table 14 Distribution of Home Care by Format and Category: % Value 2019
Table 15 Forecast Sales of Home Care by Category: Value 2019-2024
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2019-2024
SOURCES
Summary 1 Research Sources