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Surface Care in Ireland

Ireland surface care market: EUR 37 million industry in 2012

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2014-02-03 17:57:03 - Surface Care in Ireland - a new market research report on

Reckitt Benckiser and Unilever are the leading players in the Ireland surface care market, accounting for 18% each. However, these players´ performances diverged, with Reckitt Benckiser seeing a marginal increase in value share and thus overtaking Unilever to lead sales, with the latter seeing a marginal decline. Reckitt Benckiser benefited from the strength of Dettol in dynamic household antiseptics/disinfectants and also from the brand´s strong antibacterial positioning across surface care. Dettol was the leading brand in surface care in 2012, alone gaining almost half a percentage point in value share from 2011 to reach 14%. Unilever meanwhile suffered from sales decline in multi-purpose cleaners and from a shift to private label and economy brands in this area, with multi-purpose cleaners



accounting for the bulk of the company´s sales.

The only product area to see significant volume growth in the year was meanwhile household antiseptics/disinfectants, which saw almost 5% growth and also saw the strongest current value growth of 5% in 2012. This product area benefited from a growing focus on eradicating bacteria in the wake of the H1N1 epidemic. However, the main factor driving growth was the fact that these products offer a cheap alternative to products such as multi-purpose cleaners, thanks to household antiseptics/disinfectants being diluted before use. Bleach also posed some competition to surface care in 2012 due to offering a lower-priced cleaning solution.

During the forecast period, consumers are expected to prefer products that offer value-for-money, concentrated formulas and multifunctional applications. This will be due to ongoing economic concerns for the majority of consumers. Products that are viewed as unnecessary or expensive are meanwhile likely to struggle to maintain volume sales. Household care wipes and floor cleaning systems is for example set to see 18% constant value sales decline during the forecast period, while kitchen cleaners will decline by 11%. In contrast, household antiseptics/disinfectants is expected to see strong growth.

Key Headlines

- 2% current value decline from 2011 with sales dropping below €37 million in 2012
- Consumers cut back on purchases and shift to lower-priced products as they seek to save money
- Most product areas see current value unit price decline in 2012
- Reckitt Benckiser and Unilever lead with 18% value share each in 2012
- 2% constant value CAGR expected for forecast period

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