Boston, MA -- (SBWire) -- 06/04/2014 --The recession continued into 2013 and this meant that consumers continued the trend of 2012 of cutting back on non-essential purchases and looking for the cheaper alternative to products they might have previously have been loyal to. This added to the already existing long-term trend whereby many of the products in this category are already starting to go out of date as a result of product and technological innovation. The most significant of these has been the movement towards tablets in the last 10 years, which has done away with many of the other laundry care categories. These categories are therefore continuing to decline and this decline has only been accelerated by the onset of the recession.
Competitive Landscape
Laundry care continues to be dominated by two key multinationals, Procter & Gamble with a share of 36% and Unilever with share of 32%. 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. 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.
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Industry Prospects
The continuation of the economic downturn means that consumers will continue to prioritise price as the most important factor in shopping within home care, and laundry care will certainly follow this practice. This will mean that all the trends aforementioned, such as the shift to private label, buying more sparsely and buying in bulk or on promotion, will continue; all of which will contribute to furthering declines in laundry care.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Ireland with research from Euromonitor's team of in-country analysts.
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The Laundry Care in Ireland market research report includes:
- Analysis of key supply-side and demand trends
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Laundry Care in Ireland - New Market Study Published
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