The bleach category in the hygiene and households cleaning products segment has always been a competitive market in Nigeria. Every brand is backed by deep-pocketed investors who willingly stake it all just to make the market their fortress.

While the household bleach market is not saturated, it is capital-intensive. This is because new players are known for adopting aggressive TV and outdoor advertising just to capture sizeable market share.

The market has since experienced the introduction of quite a handful of brands —from Jik to Harpic, and now Hypo which reigns supreme. The brand is present in almost every Nigerian household.

Since Multipro Enterprise Limited launched the Hypo brand into the Nigerian bleach market, it has recorded... https://nairametrics.com/2019/05/23/hypo-wipes-out-rivals-in-a-market-determined-by-price-and-media-campaign/