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Bath and Shower in Ireland

Ireland bath products market: Decline of -1% CAGR forecast between 2012-17

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2014-04-18 03:48:02 - Bath and Shower in Ireland - a new market research report on

Unilever is the leading player in the Ireland bath products market and shower products industry with a value share of 33%. Brands in its portfolio, such as Radox and Dove, continue to perform well thanks to extensive marketing through television, print and social media, as well as excellent product extensions into categories, such as body wash/shower gel. Radox Shower Smoothies are increasing in popularity as they are perceived as an inexpensive means of treating oneself.

After seeing more significant declines in previous years, sales of bath and shower products only registered a slight decrease in 2012. Despite this, the category remains volatile and unpredictable characterised by price discounting and heavy promotions. However, this has not been as severe as in previous



years. Consumer spending in Ireland is showing tentative signs of improvement. Despite this, consumers are still on the lookout for a bargain and there is an indication that they are choosing to spend on private label in this category in particular as the perception is that they perform "just as well" as branded products that are more expensive.

It is expected that the bath and shower category will see a contracting CAGR of 1% over the forecast period. Despite indications that the economy is slowly turning around, people will remain vigilant and frugal in their spending habits. It is expected that discounting and promotional activity will continue as a means of attracting customers.

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Mike King
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