Pental Products' White King retained its leading position in the Australia bleach market in 2012 with a retail value share of 48%. The brand was previously owned by multinational Sara Lee. However, as the group began divesting its non-core businesses, local chemical manufacturer Pental Products purchased the brand for A$50 million in 2010 along with the popular New Zealand brand Janola. Since the change of ownership in early 2011, Pental Products has signalled its intention to aggressively move into other home care areas by leveraging the brand's heritage as a powerful cleaner. In 2012, a new convenient bleach tablet was launched in an attempt to entice younger consumers back to the area. The manufacturer has also attempted to remove much of the tell-tale bleach odour from the new offering.
Category leader, White King launched bleach tablets in 2012 in an attempt to spark interest in the area. The tablets are positioned for their widespread usability across a number of areas such as laundry, toilet care and surface care and is the greatest attempt to date by manufacturers to entice younger consumers back to the area with a convenient format.
Product innovation in laundry and surface care will continue to lure consumers away from bleach. In particular, younger consumers are unwilling to accept the harsh nature of bleach as the most appropriate product for their home care needs. Consequently, bleach constant value sales are projected to fall at an average rate of 3% over the forecast period.
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