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Ireland dishwashing market: EUR 45 million industry in 2012
Dishwashing in Ireland - a new market research report on 2014-04-24 04:23:02
Reckitt Benckiser was the clear leader in the Ireland dishwashing market in 2012 with a value share of 29%. This company offers the Finish brand, which led key areas automatic dishwashing tablets and dishwashing additives with 42% and 29% value share respectively in the year. Finish has a strong reputation and is the preferred brand in automatic dishwashing for many consumers. The company however saw the strongest decline in value share in 2012 over the previous year, dropping by over a percentage point. This was due to stronger competition from private label and economy brands, as financial worries encouraged many consumers to trade down.

Hand dishwashing was meanwhile the only product area to achieve current value sales growth in 2012 over the previous year, rising by 5%. This had little impact on overall sales, however, with the low price of hand dishwashing resulting in this product area accounting for just 28% of overall value sales. Automatic dishwashing tablets meanwhile dominates overall value sales due to these products´ high price, accounting for 62% of overall value in 2012 despite seeing current value sales decline.

Consumers are expected to continue their shift towards private label and economy brands in dishwashing during the forecast period. Consumers typically regard dishwashing as an essential product area but are increasingly unwilling to pay more for leading brands and value-added products in this area. Consequently, the leading players are expected to continue to focus more on price promotions than new product development at the start of the forecast period, as they seek to maintain volume sales and share.

Key Headlines

- Marginal current value growth from 2011 to reach €45 million in 2012
- Growth driven by private label and price promotions
- Automatic dishwashing sees current value unit price decline, while hand dishwashing sees 2% current value unit price growth in 2012
- Reckitt Benckiser loses over a percentage point in value share from 2011 but retains lead with 29% share in 2012
- 1% overall constant value sales decline expected for forecast period

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Mike King
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