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Bleach in Ireland

Ireland bleach market: EUR 11 million industry in 2012

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2014-04-24 04:13:01 - Bleach in Ireland - a new market research report on

Unilever was the clear leader in the Ireland bleach market throughout the review period and accounted for 35% value share in 2012. The company benefits from the strength of its Domestos brand, which has the strongest brand awareness and widest distribution within bleach in Ireland. Domestos also benefits from offering the widest range in bleach, including trigger formats with Domestos Bleach Spray, scented variants such as Domestos Mountain Fresh and extra-strong bleach with Domestos Grotbuster. Many consumers place strong trust in Domestos´ cleaning power.

2012 saw current value growth of over 3% in comparison to a review period CAGR of below 2%. Stronger growth in 2012 was partly due to inflation in the year, with some earlier years of the review



period seeing deflation. In addition, many consumers were reluctant to buy the lowest-priced brands in bleach when using bleach when trading down from higher-priced product areas in home care. While they were happy to buy private label, many drew the line at buying the cheapest products for fears of quality concerns.

Bleach is a largely mature product area in Ireland and is thus not expected to see dramatic rates of growth. It will however outperform overall home care in constant value terms during the forecast period, as a result of ongoing economic concerns for many consumers. There is expected to be ongoing popularity for bleach as a multifunctional home care product amongst consumers seeking to save money.

Key Headlines

- 3% current value growth from 2011 to reach almost €11 million in 2012
- Bleach benefits from consumers seeking lower-priced home care
- 3% current value unit price growth seen in 2012
- Unilever loses over a percentage point in share but retains strong lead with 35% value share in 2012
- 3% overall constant value growth expected for forecast period

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Mike King
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