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Ireland deodorants market: Unilever the key leading player during 2012
Deodorants in Ireland - a new market research report on 2014-04-18 03:10:02
Unilever led the Ireland deodorants market with a 55% value share in 2012. The company retained its outright lead thanks to its strong brands. As a result of extensive marketing, strong brand loyalty and continued new fragrance formulation the Lynx brand remains the most popular deodorant in Ireland attaining a 22% value share, followed by the Sure brand with 20% and both Impulse and Dove achieving 5% value shares in fourth and fifth places, respectively. The Nivea brand, meanwhile, achieved a 3% share, with Colgate-Palmolive´s Soft & Gentle the only brand to break Unilever´s dominance achieving a 17% value share and ranking in third position overall.

Despite assurances that Ireland is emerging from recessionary conditions, retailers continued to attempt to boost both value and volume sales by means of prolific promotional activity, with leading branded lines, such as Lynx and Nivea, being the most popular targets for multi-purchase discounting within deodorants. Multi-buy discounting appeals to consumers and retailers alike as it allows consumers to feel they are making a significant immediate saving, whilst bulk buying solidifies the idea of having made savings on future purchases. Retailers, meanwhile, benefit from increased volume sales whilst retaining greater margins on promotions as opposed to those achieved whilst engaging in percentage discounting and "buy-one-get-one free" offers, which were more prevalent during the review period.

Deodorants is expected to achieve a CAGR of 2% over the forecast period. Despite the ongoing financial difficulties which Irish consumers can be expected to face in the coming years, the essential nature of deodorants will ensure the continued positive performance of the category. Continued product development and innovation will also boost the performance of this mature category, which would otherwise have limited potential for new growth.

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