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Air Care in Ireland

Ireland air care market: EUR 19 million industry in 2012

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2014-04-24 02:47:01 - Air Care in Ireland - a new market research report on

Allegro Holdings was a strong leader in the Ireland air care market throughout the review period and accounted for 34% value share in 2012. The company benefits from offering SC Johnson´s Glade and Proctor & Gamble´s Ambi Pur range, with these offering a wide range of formats and fragrances. These brands have strong consumer recognition and wide distribution. Despite these benefits, Allegro saw the strongest decline in value share in 2012 over the previous year, dropping by over a percentage point. The company´s brands´ mass appeal made them more vulnerable to consumers switching to private label products in order to save money.

Overall, air care saw a sharper decline in current value terms in 2012 over the previous year, in comparison



to a review period CAGR of -5%. Decline worsened in 2012 partly due to a worsening volume performance for many product areas, with electric air fresheners for example seeing 2% volume decline as consumers economic concerns persisted in comparison to an overall review period volume growth of 2%. In addition, price promotions deepened towards the end of the review period as players and retailers sought to bolster volume sales, with gel air fresheners for example seeing 13% current value unit price decline in 2012 over the previous year and concentrated spray/aerosol air fresheners seeing a striking 33% decline. Current value unit price erosion was also linked to an ongoing shift towards private label in most product areas.

As the economy improves during the forecast period, air care is expected to begin to recover in sales terms. As disposable income levels slowly improve, air care will increasingly be viewed as an affordable luxury once more and as a means of improving ambience in the home and car. Many of the product areas that saw volume decline at the end of the review period are thus expected to return to growth, with the 2% volume decline seen for car and electric air fresheners in 2012 for example transforming to 2% and 6% volume growth respectively.

Key Headlines

- 6% current value decline from 2011 with sales dropping below €19 million in 2012
- Declining current value sales due to price promotions, private label and a non-essential positioning
- Most product areas see current value unit price decline in 2012
- Allegro Holdings loses over a percentage point in value share from 2011 but retains strong lead with 34% share in 2012
- 3% constant value CAGR expected for forecast period

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Mike King
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