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Ireland hair care market: EUR 150 million industry forecast by 2017
Hair Care in Ireland - a new market research report on 2014-04-18 03:03:01
International brands dominate the Ireland hair care market and the top three companies in 2012 held a significant 73% value share of hair care. Procter & Gamble ranked first with 36%, followed by Laboratories Garnier in second place with 22% and Unilever in third place with 15%. Building strong brand recognition and new product developments has assisted in the dominant position in which they find themselves. The very few domestic brands competing in the market tend to be premium products, specifically in natural and/or organic ranges, which incorporate hair care products into an overall skin care package.

Despite continued promotional activity, hair care registered growth of 2% in 2012 with value sales reaching €145 million. As disposable incomes remain low, discounting and promotional activity assist in driving sales. There is a perception among some consumers that these reduced prices are the correct prices for hair care products. Nonetheless, unit prices are increasing which has assisted value growth.

Hair care is expected to achieve a constant value CAGR of 1% over the forecast period, to reach sales of €150 million in 2017. The maturity of this category means there is little scope for significant new growth. However, there are possibilities for constant value sales to grow over the period via new product launches by improving formulations and performance.

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