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Ireland toilet care market: EUR 7 million in 2012
Toilet Care in Ireland - a new market research report on 2014-04-24 04:17:01
Reckitt Benckiser was the clear leader in the Ireland toilet care market throughout the review period and accounted for 33% value share in 2012. The company offers a wide range of toilet care via its Harpic brand and is notably a strong leader in dominant product area toilet liquids, where it accounted for 37% value share in 2012. Harpic benefits from strong consumer awareness, wide distribution and a good reputation for quality.

Toilet care saw a stronger performance in 2012 in comparison to the review period as a whole. Current value sales grew by 1% in the year in comparison to a review period CAGR of -3%. This was partly due to inflationary factors, with 2009 and 2010 notably seeing deflation. In addition, however, the shift towards private label slowed due to a higher sales base. Toilet care has the highest value share for private label across home care at 29% in 2012.

With ongoing financial worries for many consumers, there will be a growing reluctance to purchase value-added toilet care during the forecast period. Consumers are reassessing their notions of convenience as they seek to save money, with a growing number likely to opt for more affordable toilet liquids during the forecast period rather than higher-priced products such as in-cistern devices or ITBs.

Key Headlines

- 1% current value growth from 2011 to reach €7 million in 2012
- Price promotions and a shift to lower-priced product areas and private label constrain value growth in 2012
- Mixed unit price performance seen in 2012
- Reckitt Benckiser loses share marginally from 2011 but retains strong lead with 33% value share in 2012
- 1% constant value CAGR expected for forecast period

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Mike King
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