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Bleaches and Disinfectants - Europe - March 2011

While European consumers continue to care about the cleanliness of their homes, and a large proportion clean their homes at least once a week, prospects for bleaches and disinfectants are less positive than for the household cleaning market as a whole. Bleaches and disinfectants are likely to continue to lose share to multi-purpose cleaners, which are preferred by consumers in the Big 5 countries.

On the positive side, the growing number of households increases the market for bathroom and toilet cleaners. As apartments become smaller, and more kitchens become part of living rooms, there is an increased need for regular cleaning, disinfection and odour control.

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Table of contents

  1. Issues in the Market

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

              • Bleach under pressure from other home care products
                • Decline continues in 2010
                  • 2010 is fairly quiet in terms of new product launches
                    • The future is not bright but options to move the market forward exist
                      • Strength and weaknesses in brief
                        • Strengths
                          • Weaknesses
                          • European Market Size and Forecast

                            • Key points
                              • France
                                • Figure 1: Value sales of liquid bleach and disinfectants, France, 2005-15
                              • Germany
                                • Figure 2: Value sales of liquid bleach and disinfectants, Germany, 2005-15
                              • Italy
                                • Figure 3: Value sales of liquid bleach and disinfectants, Italy, 2005-15
                              • Spain
                                • Figure 4: Value sales of liquid bleach and disinfectants, Spain, 2005-15
                              • UK
                                • Figure 5: Value sales of Liquid bleach and disinfectants, UK, 2005-15
                            • Companies and Product Innovation

                              • Key points
                                  • Figure 6: New product activity in bleaches and disinfectants, % share of global region, 2010
                                  • Figure 7: New product activity in bleaches and disinfectants, Europe, % share by country, 2010
                                  • Figure 8: New product activity in bleaches and disinfectants, number of new products launched, by country, Big 5, 2010
                                  • Figure 9: New product activity in bleaches and disinfectants, % share by top five claims in the Big 5 European countries, 2010
                                • France
                                    • Figure 10: New product activity in bleaches and disinfectants, number of new product launches, France, 2007-10
                                    • Figure 11: New product activity in bleaches and disinfectants, % share by claim, France, top five, 2007-10
                                  • Most innovative products
                                    • Germany
                                        • Figure 12: New product activity in bleaches and disinfectants, number of new product launches, Germany, 2007-10
                                        • Figure 13: New product activity in bleaches and disinfectants, % share by claim, top five, Germany, 2007-10
                                      • Most innovative products
                                        • Italy
                                            • Figure 14: New product activity in bleaches and disinfectants, number of new product launches, Italy, 2007-10
                                            • Figure 15: New product activity in bleaches and disinfectants, % share by claim, top five, Italy, 2007-10
                                          • Most innovative products
                                            • Spain
                                                • Figure 16: New product activity in bleaches and disinfectants, number of new product launches, Spain, 2007-10
                                                • Figure 17: New product activity in bleaches and disinfectants, % share by claim, top five, Spain, 2007-10
                                              • Most innovative products
                                                • UK
                                                    • Figure 18: Number of new product launches, UK, 2007-10
                                                    • Figure 19: Top five claims on new product development, top five, UK, 2007-10
                                                  • Most innovative products
                                                  • The Consumer – Bleaches and Disinfectants

                                                    • Key points
                                                      • France – Bleach is widely used but is losing ground
                                                          • Figure 20: Trends in frequency of using domestic bleaches, France, 2010
                                                        • Germany – Bleach is suffering from a poor environmental image
                                                          • Figure 21: Trends in use of specially formulated products or multi-purpose cleaner, Germany, 2006-09
                                                        • Spain – Tradition and recession support demand for bleach
                                                          • Figure 22: Trends in frequency of using domestic bleaches, Spain, 2006-10
                                                        • GB – Widespread usage and reduced frequency of purchase
                                                          • Figure 23: Trends in frequency of using domestic bleaches, GB, 2006-10
                                                      • The Consumer – Attitudes Towards Cleaning

                                                        • Key points
                                                          • France – Still house-proud but beginning to cut corners
                                                            • Figure 24: Trends in agreement with selected lifestyle statements, France, 2006-10
                                                          • Germany – The need to keep homes clean to ward off viruses
                                                            • Figure 25: Trends in agreement with selected lifestyle statements, Germany, 2010
                                                          • Spain
                                                            • Figure 26: Trends in agreement with selected lifestyle statements, Spain, 2006-10
                                                          • GB
                                                            • Figure 27: Trends in agreement with selected lifestyle statements, GB, 2006-10
                                                        • Appendix – Demographic Data

                                                            • Bleach
                                                              • Figure 28: Frequency of use of domestic bleaches, by demographics, France, 2010
                                                              • Figure 29: Frequency of use of domestic bleaches, by demographics, Spain, 2010
                                                              • Figure 30: Frequency of use of domestic bleaches, by demographics, GB, 2010
                                                            • Consumer attitudes
                                                              • Figure 31: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                              • Figure 32: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                              • Figure 33: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                              • Figure 34: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                              • Figure 35: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                              • Figure 36: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                              • Figure 37: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                              • Figure 38: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                              • Figure 39: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                              • Figure 40: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                              • Figure 41: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                              • Figure 42: Agreement with selected lifestyle statements, by demographics, GB, 2010

                                                          Companies Covered

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                                                          Bleaches and Disinfectants - Europe - March 2011

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