(MENAFNEditorial)
The bleach category finished its conversion to standard concentration in 2013 with 2014 marking the end of the first full year off compaction. Demand spiked in the 2013-2014 period as retail volumes declined due to compaction in volume while unit prices and consumer cost increased. Growth in 2014 trended downward after the initial roll out in 2013 although a steady category state will be realised in 2015 as a normalised declining trend returns. In terms of category trends compaction will not stop the decline but will stem the rate as increased purchasing frequency with concentrated formulations will favour value over volume growth.
Competitive Landscape
Clorox is the clear leader in branded bleach in Canada with a 49% value share in 2014. The company did not make any significant changes to its line-up or distribution in Canada in 2014 leaving its share largely unchanged. The company cited lower shipments to Canada for Clorox 2 indicating soft demand for colour safe bleach in Canada although sales remained in line with current trends.
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Industry Prospects
With the effects of compaction fully absorbed into the category bleach is expected to continue to decline in value and volume although the rate of decline will slow from the pre-compaction period. The category is set to register declining CAGRs of 5% in volume and 2% in value sales at constant 2014 prices over the five years to 2019 with the decline mitigated somewhat by the shift to concentrate as a standard. This will lead to more frequent purchases of smaller bottles at higher prices.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Canada with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Canada our research will save you time and money while empowering you to make informed profitable decisions.
The Bleach in Canada market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Bleach in Canada?
* What are the major brands in Canada?
* How did bleach sales perform during the economic downturn?
* What are the major applications of bleach in Canada?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends opportunities and threats
* Inform your marketing brand strategy and market development sales and supply functions
Report Table of Contents:
BLEACH IN CANADA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Bleach: Value 2009-2014
Table 2 Sales of Bleach: % Value Growth 2009-2014
Table 3 NBO Company Shares of Bleach: % Value 2010-2014
Table 4 LBN Brand Shares of Bleach: % Value 2011-2014
Table 5 Forecast Sales of Bleach: Value 2014-2019
Table 6 Forecast Sales of Bleach: % Value Growth 2014-2019
Table 7 Bleach by Type: % Value Analysis 2009-2014
Groupe Lavo Inc in Home Care (canada)
Strategic Direction
Key Facts
Summary 1 Lavo Inc: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Lavo Inc: Competitive Position 2014
Loblaw Cos Ltd in Home Care (canada)
Strategic Direction
Key Facts
Summary 3 Loblaw Cos Ltd: Key Facts
Summary 4 Loblaw Cos Ltd: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 5 Loblaw Cos Ltd: Competitive Position 2014
Executive Summary
Slow Economic Recovery Dampens the Home Care Market
the Shift To Premium Gains Momentum As Consumers Upgrade in Home Care
Brand Consolidation and Extensions Are Rampant As Competition Intensifies
Retail Distribution Continues To Shift To Mass Channels
Home Care Market Is Expected To Remain Tepid Over the Forecast Period
Key Trends and Developments
Rising Health Concerns Support Growth of Hygienic Products
Increasingly Competitive Market Gives Rise To Brand Crowding
Compaction Continues in the Cleaning Products Market
Market Indicators
Table 8 Households 2009-2014
Market Data
Table 9 Sales of Home Care by Category: Value 2009-2014
Table 10 Sales of Home Care by Category: % Value Growth 2009-2014
Table 11 NBO Company Shares of Home Care: % Value 2010-2014
Table 12 LBN Brand Shares of Home Care: % Value 2011-2014
Table 13 Penetration of Private Label in Home Care by Category: % Value 2009-2014
Table 14 Distribution of Home Care by Format: % Value 2009-2014
Table 15 Distribution of Home Care by Format and Category: % Value 2014
Table 16 Forecast Sales of Home Care by Category: Value 2014-2019
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 6 Research Sources
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