HOME CARE IN IRELAND

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

A Good Year Generally But Challenges Remain Over the Forecast Period

Home Care Is Shaped by Advancing Technology, Changing Consumer Habits and Environmental Concerns

Big Brands Continue To Dominate But Discounters Gain Share

Product Innovation Is Increasingly Consumer-led

Challenges Remain Over the Forecast Period.

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Candle Air Fresheners Continue To Grow in Popularity Adding New Demographics

Environment-conscious Consumers Impact Sales of Air Care

E-commerce and Online Sales Are Limited

Competitive Landscape

Private Label Expected To Grow Significantly Due To Indigenous Providers

A Polarisation Trend Is Evident in Air Care

Big Brands Compete on Sustainability

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Adverse Publicity Surges

Commoditisation, Reliability and Low Cost Sustain Moderate Growth

Competitive Landscape

Domestos Continues To Lead Despite Pressure From Private Label

Brands Compete on Sustainability

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Housebuilding and Renovations Increase Dishwasher Sales

Dishwasher Technology and Environmental Concerns Shape the Growth of Dishwashing

Hand Dishwashing Suffers Due To Socioeconomic Factors

Competitive Landscape

Brands Compete on Sustainability Messaging

Multinationals and Long-established Brands Continue To Dominate

E-commerce Continues To Grow in Importance

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Neonicotinoids Ban Generates Adverse Publicity

Extremely Un-irish Summer Experienced in 2018

Competitive Landscape

Private Label and Discounters Continue To Win Share

Crossover Between Commercial and Domestic Insecticides Remains

Vapona Retains Its Position

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Price Per Wash Is Good for Consumers But A Concern for Manufacturers

Consumers Have More Disposable Income But Less Time

Various Factors Affect Laundry Care Categories

Competitive Landscape

Unilever's Commitment To Sustainability Wins Favour With Irish Consumers

Reckitt Benckiser Demonstrates Its Commitment To Sustainability

Lower Temperatures Drive New Product Developments

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Changing Preference for Flooring Impacts Polishes

Decreased Formality in School and the Workplace Has An Impact on Polishes

Competitive Landscape

Private Label Continues To Gain Share, But Multinationals Lead the Way

Punch Retains Its Number One Position

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Change in Attitudes and Time Pressure Affect Surface Care

Wipes Continue To Attract Negative Publicity

Competitive Landscape

Big Gains Made by Discounters and Private Label

E-commerce Sales Surge

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Consumers Increasingly Engage Contract Cleaners

Toilets and Water Usage

Competitive Landscape

Big Brands Dominate Toilet Liquids

Competition Posed by Private Label

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Overall, 2018 was a positive year for home care but a number of challenges remain which could substantially alter the landscape and affect growth over the forecast period.

Euromonitor International's Home 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 (historic date range), 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 to 2023 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.