Household
Household Care

Household Care in Ireland

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: 83  |  Publication date: Sep 2008
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Product coverage

Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products

Executive summary

Household care back to steady value growth

Irish household care experienced slightly stronger growth in 2006 after two years of stagnancy. The most significant product area of household care – laundry care – actually declined, due to pricing competition in supermarkets/hypermarkets 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 drive 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 an increased amount of money and effort was spent on redecorating and improving homes. The result of this was a surge in the demand for cleaning products that worked quickly and effectively and were easy to use. Manufacturers, therefore, 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 shares in mature household care. However, the winner in terms of share gain was private label, with each of the major retailers claiming to have increased penetration of private label household care in 2006. Private label benefited from an increasing perception by consumers that the quality of private label was 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 attracting an increasing immigrant population. This meant an increase in the number of households and a higher discretionary spend amongst the population, and this helped to push volume and value growth in household care.

Modest growth over forecast period

There is expected to 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, new product development will increasingly focus on more abstract and intangible properties such as fragrance and colour. Air care currently 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 to steady value growth

Convenience and innovation drive 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 Irish household care

Tighter legislation

Changing consumer spending patterns

Rapid economic expansion revolutionises consumer lifestyles

MARKET INDICATORS

Table 1 Households 2002-2007

MARKET DATA

Table 2 Sales of Household Care by Sector: Value 2002-2007

Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007

Table 4 Household Care Company Shares 2003-2007

Table 5 Household Care Brand Shares 2004-2007

Table 6 Penetration of Private Label by Sector 2003-2007

Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007

Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007

Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012

Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - IRELAND

IRISH DRUGS LTD - HOUSEHOLD CARE - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Irish Drugs Ltd: Key Facts

Summary 3 Irish Drugs Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Irish Drugs Ltd: Competitive Position 2007

MALONE'S OF DUBLIN LTD - HOUSEHOLD CARE - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Malone’s of Dublin Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Malone’s of Dublin Ltd: Competitive Position 2007

RATHBORNE CANDLES LTD - HOUSEHOLD CARE - IRELAND

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Rathborne Candles Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 8 Rathborne Candles Ltd: Competitive Position 2007

LAUNDRY CARE IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 11 Household Penetration of Washing Machines 2002-2007

SECTOR DATA

Table 12 Sales of Laundry Care by Subsector: Value 2002-2007

Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007

Table 14 Sales of Laundry Detergents by Type: Value 2002-2007

Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007

Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007

Table 17 Sales of Laundry Aids by Type: Value 2002-2007

Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007

Table 19 Laundry Care Company Shares 2003-2007

Table 20 Laundry Care Brand Shares 2004-2007

Table 21 Laundry Detergents Company Shares 2003-2007

Table 22 Laundry Detergents Brand Shares 2004-2007

Table 23 Laundry Aids Company Shares 2003-2007

Table 24 Laundry Aids Brand Shares 2004-2007

Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012

Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012

DISHWASHING PRODUCTS IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR INDICATORS

Table 27 Household Penetration of Dishwashers 2002-2007

SECTOR DATA

Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007

Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007

Table 30 Dishwashing Products Company Shares 2003-2007

Table 31 Dishwashing Products Brand Shares 2004-2007

Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012

Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012

SURFACE CARE IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 34 Sales of Surface Care by Subsector: Value 2002-2007

Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007

Table 36 Sales of Wipes by Type: Value 2002-2007

Table 37 Sales of Wipes by Type: % Value Growth 2002-2007

Table 38 Surface Care Company Shares 2003-2007

Table 39 Surface Care Brand Shares 2004-2007

Table 40 Wipes Company Shares 2003-2007

Table 41 Wipes Brand Shares 2004-2007

Table 42 Forecast Sales of Surface Care by Subsector: Value 2007-2012

Table 43 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012

CHLORINE BLEACH IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 44 Sales of Chlorine Bleach: Value 2002-2007

Table 45 Sales of Chlorine Bleach: % Value Growth 2002-2007

Table 46 Chlorine Bleach Company Shares 2003-2007

Table 47 Chlorine Bleach Brand Shares 2004-2007

Table 48 Forecast Sales of Chlorine Bleach: Value 2007-2012

Table 49 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012

TOILET CARE PRODUCTS IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 50 Sales of Toilet Care Products by Subsector: Value 2002-2007

Table 51 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007

Table 52 Toilet Care Products Company Shares 2003-2007

Table 53 Toilet Care Products Brand Shares 2004-2007

Table 54 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012

Table 55 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012

POLISHES IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 56 Sales of Polishes by Subsector: Value 2002-2007

Table 57 Sales of Polishes by Subsector: % Value Growth 2002-2007

Table 58 Polishes Company Shares 2003-2007

Table 59 Polishes Brand Shares 2004-2007

Table 60 Forecast Sales of Polishes by Subsector: Value 2007-2012

Table 61 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012

AIR CARE IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Sales of Air Care by Subsector: Value 2002-2007

Table 63 Sales of Air Care by Subsector: % Value Growth 2002-2007

Table 64 Air Care Fragrances Rankings by Value 2006-2007

Table 65 Air Care Company Shares 2003-2007

Table 66 Air Care Brand Shares 2004-2007

Table 67 Forecast Sales of Air Care by Subsector: Value 2007-2012

Table 68 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012

INSECTICIDES IN IRELAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 69 Sales of Insecticides by Subsector: Value 2002-2007

Table 70 Sales of Insecticides by Subsector: % Value Growth 2002-2007

Table 71 Spray Insecticides by Type: %Value Breakdown 2006-2007

Table 72 Insecticides Company Shares 2003-2007

Table 73 Insecticides Brand Shares 2004-2007

Table 74 Forecast Sales of Insecticides by Subsector: Value 2007-2012

Table 75 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012

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