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Laundry Care in Ireland

Ireland laundry care market: EUR 119 million industry in 2012

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2014-02-03 18:00:02 - Laundry Care in Ireland - a new market research report on

The Ireland laundry care market is jointly dominated by two players, with Proctor & Gamble accounting for 36% value share in 2012 and Unilever accounting for 31% share. These players benefit from offering a raft of strong brands across laundry care, with Proctor & Gamble for example offering four of the top 10 brands in the form of Ariel, Bold, Daz and Fairy and leading laundry detergents and "other" detergents with strong 47% and 39% shares.

Unilever meanwhile offers three of the top 10 brands in the form of Persil, Comfort and Surf and had a top three position in fabric softeners, laundry detergents and "other" detergents. These players invest most heavily in marketing support and have the widest distribution due



to their strong brand portfolios. Both players gained share marginally in 2012 over the previous year thanks to increasing their use of price promotions.

Volume decline was linked to a shift towards more concentrated variants towards the end of the review period, with these being preferred by consumers due to their more environmentally-friendly positioning and compact pack sizes. Overall volume decline for liquid detergents was for example linked to a shift from standard liquid detergents, which saw 3% volume decline in 2012 over the previous year, to concentrated liquid detergents, which grew sales by a strong 8%. Volume growth for fabric softeners was also impacted y this trends. While overall volume sales grew by less than 1%, this was largely due to concentrated variants gaining share, with an increase of a percentage point in value share from 2011 to reach 57% in 2012.

The leading players are expected to step up their investment in marketing at the start of the forecast period, in response to economic recovery and also to combat growing competition from private label. Unilever for example announced its strongest ever investment in its Persil brand in Ireland in July 2013, with the company planning a €1.5 million marketing campaign to relaunch its Persil Small & Mighty concentrated liquid detergents. This campaign will include PR and outdoor, in-store, online, print and TV advertising. The range has also been revamped to cater to quicker and cooler washes and to offer more compact product sizes. It will also offer a more effective Triple Cleaning System formulation for superior stain removal.

Key Headlines

- 1% current value growth from 2011 to reach €119 million in 2012
- Consumers cut back on non-essential product areas and seek out more affordable options in order to save money
- Mixed unit price performance seen in 2012
- Proctor & Gamble and Unilever marginally extend lead to account for 36% and 31% value share respectively in 2012
- 5% overall constant value decline expected for forecast period

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