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Ireland home care market: Proctor & Gamble, Unilever and Reckitt Benckiser the key players
Home Care in Ireland - a new market research report on 2014-04-24 12:58:01
The Ireland home care market continued to be jointly dominated by a trio of strong multinationals at the end of the review period, with Proctor & Gamble, Unilever and Reckitt Benckiser benefiting from well-known brands and wide distribution. However, the leading brands generally continued to lose share to private label at the end of the review period, with consumers increasingly prioritising price over other product attributes. There was also a growing trust in the quality and efficacy offered by private label products, particularly from leading grocery retailer Tesco. Tesco saw the strongest growth in value share in overall home care in 2012 over the previous year and ranked fourth in the year. Discounters Lidl and Aldi also gained share, meanwhile, benefiting from a shift from supermarkets and hypermarkets to discounters and also from ongoing outlet volume expansion.

Sales trends in 2012 continued to be shaped by consumers´ focus on saving money. The products that performed best were those offering the lowest prices and a wide range of applications, with bleach notably seeing the strongest current value performance across home care in the year. Within surface care, household antiseptics/disinfectants meanwhile saw the strongest performance, with consumers diluting these products and using them to clean a wide range of surfaces. Similarly, hand dishwashing was the only product area to see current value sales growth in dishwashing in 2012.

Supermarkets continued to dominate sales of home care at the end of the review period, benefiting from offering wide ranges, frequent price promotions, a large outlet volume and convenience. However, supermarkets saw a marked drop in value share in 2012 over the previous year, as consumers began to shop around more in search of lower prices. This trend for example benefited discounters, which gained share. Internet retailing also gained share thanks to offering easy price comparisons and bargains. The strongest share gain was however seen for "other" non-grocery retailers. This was chiefly due to stronger sales via open markets for discounted products.

Home care is expected to see constant value sales stagnate during the forecast period. This will be due to continuing economic concerns for many consumers, due to ongoing government austerity measures, high unemployment and high levels of household debt. There is thus likely to be an ongoing shift towards private label in many product areas during the forecast period, while price promotions will continue to be a prominent feature in home care.

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