Household Care in Ireland
Euromonitor International's Household Care in Ireland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 82 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care back in steady value growth
Irish household care saw slightly stronger growth in 2006 after two years of stagnancy. The most significant product area of household care, laundry care, actually declined due to supermarket pricing competition and the influence of discounters. However, other key categories such as dishwashing products, toilet care products and air care continued to show steady sales growth. Dishwashing products in particular experienced a significant turnaround in performance, boosted by a wave of new product developments. Specifically, higher-priced value-added detergent tablets, such as Finish 5-in-1 Powerball and Fairy Active Bursts, helped to revive this mature product area.
Convenience and innovation drives growth
As the Irish economy continued to prosper in 2006, consumers had greater discretionary income levels but less time to spend on traditional household tasks. At the same time the fashion for home improvements showed no sign of abating and people spent more money and effort on redecorating and improving their homes. The result of this was a surge in the demand for cleaning products that work quickly and effectively and are easy to use and manufacturers developed innovative and of course value-added solutions.
Multinationals remain stable as private label continues to encroach
Unilever Ireland Plc, Procter & Gamble (Manufacturing) Ireland Ltd and Reckitt Benckiser Ireland Ltd maintained their top three positions in 2006. All three leading players continued to invest in advertising and product innovation to maintain their share in mature household care. The winner in terms of share gains was private label, however, with each of the major retailers claiming to have increased penetration of private label household care in 2006. Private label benefited from a growing perception by consumers that the quality of private label is often identical to more expensive branded alternatives.
Changing demographics impacts sales
Ireland continues to have one of the highest birth rates in Europe. The Celtic Tiger economy also encouraged young and professionally qualified Irish consumers to stay in Ireland, while also pulling in a growing immigrant population. This meant an increase in the number of households and a higher discretionary spend amongst the population, which helped to push volume and value growth in household care.
Modest growth over forecast period
There will be a slowdown in growth over the forecast period across household care, as manufacturers struggle to devise new products and major innovations. Rather than product launches that focus on physical attributes and functionality, therefore, new product development will increasingly focus on more abstract and intangible properties such as fragrance and colour. Air care already focuses on these areas and is expected to see the strongest constant value growth during the forecast period as a result.
Table of contents
HOUSEHOLD CARE IN IRELAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care back in steady value growth
Convenience and innovation drives growth
Multinationals remain stable as private label continues to encroach
Changing demographics impacts sales
Modest growth over forecast period
KEY TRENDS AND DEVELOPMENTS
Demographic changes impact market.
Tighter legislation
Changing consumer spending patterns
Changing consumer lifestyles
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - IRELAND
IRISH DRUGS LTD - HOUSEHOLD CARE - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Irish Drugs Ltd: Key Facts
Summary 2 Irish Drugs Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Irish Drugs Ltd: Competitive Position 2006
MALONE'S OF DUBLIN LTD - HOUSEHOLD CARE - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Malone’s of Dublin Ltd: Key Facts
Summary 5 Malone’s of Dublin Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Malone’s of Dublin Ltd: Competitive Position 2006
RATHBORNE CANDLES LTD - HOUSEHOLD CARE - IRELAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Rathborne Candles Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 8 Rathborne Candles Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 Rathborne Candles Ltd: Competitive Position 2006
LAUNDRY CARE IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Sales of Wipes by Type: Value 2001-2006
Table 37 Sales of Wipes by Type: % Value Growth 2001-2006
Table 38 Surface Care Company Shares 2002-2006
Table 39 Surface Care Brand Shares 2003-2006
Table 40 Wipes Company Shares 2002-2006
Table 41 Wipes Brand Shares 2003-2006
Table 42 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Chlorine Bleach: Value 2001-2006
Table 45 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 46 Chlorine Bleach Company Shares 2002-2006
Table 47 Chlorine Bleach Brand Shares 2003-2006
Table 48 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 50 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 52 Toilet Care Products Company Shares 2002-2006
Table 53 Toilet Care Products Brand Shares 2003-2006
Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Polishes by Subsector: Value 2001-2006
Table 57 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 58 Polishes Company Shares 2002-2006
Table 59 Polishes Brand Shares 2003-2006
Table 60 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Sales of Air Care by Subsector: Value 2001-2006
Table 63 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 64 Air Care Company Shares 2002-2006
Table 65 Air Care Brand Shares 2003-2006
Table 66 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 67 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN IRELAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Sales of Insecticides by Subsector: Value 2001-2006
Table 69 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 70 Insecticides Company Shares 2002-2006
Table 71 Insecticides Brand Shares 2003-2006
Table 72 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 73 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011