Indonesia bleach market: Decline of -8% CAGR forecast between 2012-2017

Press Release   •   Jul 18, 2013 14:36 BST

Johnson Home Hygiene Products continued to lead the Indonesia bleach market with dominant value share in 2012. 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.

Current value sales declined in 2012, signalling that this old-fashioned product is finally falling out of favour in Indonesia. Consumers are increasingly moving away from bleach products to whiten or brighten their clothes. Whilst the use of a white shirt as part of school uniforms guarantees consumer demand, when applied to coloured clothing, bleach is known to cause a certain degree of discolouring, or even spoil the garment. Therefore, consumers prefer to just use laundry detergents with colour-preserving properties instead to result in decline of volume and value sales of bleach.

Growing hygiene and health awareness is weakening the demand for bleach, which is regarded as a harsh chemical, and there are stern warning signs on the packaging. However, the demand for bleach is expected to be constant as long as schools in Indonesia make the wearing of a white shirt an obligatory part of their uniform.

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