Home Care in Ireland

Abstract
In 2022, retail volume consumption in home care continued to grow towards pre-COVID-19 levels, albeit at a slower pace than expected, due to inflation. Inflation recorded the highest rate since 2013 in Ireland, negatively impacting consumer confidence and inevitably encouraging consumers to trade down. However, those most affected by the rising cost of living are also those likely to already focus on price as a priority, meaning that there is less budgetary room to cut into. While basic categori...

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 2027 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.

Content
Home Care in Ireland
January 2023

List Of Contents And Tables

HOME CARE IN IRELAND
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inflation forces consumers to cut back on non-essential items, dampening growth
Environmental concerns shape new product innovations
Branded products benefit as consumers are unwilling to compromise on quality
PROSPECTS AND OPPORTUNITIES
The positive forecast is supported by the growing convenience trend
Discounters expand, placing increasing pressure on supermarkets
Sustainability and eco-friendly trends gather rapid pace over the coming years
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hybrid working supports demand for dishwashing products in 2022
Consumers' behaviour adapts to rising prices, favouring larger formats
Players focus on eco-friendly properties within automatic dishwashing tablets
PROSPECTS AND OPPORTUNITIES
Dishwashing is expected to return to pre-pandemic dynamic over the forecast period
More consumers will give preference to eco-friendly products
Omnichannel strategies will enhance the customer service experience
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Following COVID-19, retail volume demand for surface care products reduces
Top players gain share thanks to the strong performance of multi-purpose cleaners
Environmental concerns support rising interest in refill solutions
PROSPECTS AND OPPORTUNITIES
Ongoing volume decline for wipes in 2023 and beyond
Floor cleaning systems suffer as consumers seek convenience and advanced solutions
Local brands have the opportunity for growth across the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 41 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach continues to decline, being increasingly perceived as toxic and outdated
Price-sensitive consumers trade down, giving private label opportunity for growth
Irish consumers opt for bleach with a thick formula
PROSPECTS AND OPPORTUNITIES
Strong competition from multi-purpose cleaners and toilet care products
Budget-conscious consumers will continue to use bleach as an effective cleaning agent
Manufacturers focus on sustainable packaging to offset negative perceptions
CATEGORY DATA
Table 43 Sales of Bleach: Value 2017-2022
Table 44 Sales of Bleach: % Value Growth 2017-2022
Table 45 NBO Company Shares of Bleach: % Value 2018-2022
Table 46 LBN Brand Shares of Bleach: % Value 2019-2022
Table 47 Forecast Sales of Bleach: Value 2022-2027
Table 48 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care records a setback after recording strong growth during COVID-19
Private label players benefit from increasing price-points in 2022
Harpic continues to retain its leadership thanks to ongoing innovations
PROSPECTS AND OPPORTUNITIES
Toilet liquid/foams will continue to drive the toilet care landscape
Younger consumers increasingly seek greater convenience, encouraging growth for rim blocks
The eco-friendly trend will gather further pace over the forecast period
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2017-2022
Table 50 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 52 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 53 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes are continuously falling out of favour in Ireland
Premiumisation in shoe polishes as an attempt to justify high prices
Kiwi and Pledge brands ensure the leadership of SC Johnson & Son Inc in polishes
PROSPECTS AND OPPORTUNITIES
Floor and furniture polishes face stiff competition from multipurpose cleaners
Changing fashion will negatively impact shoe polish over the forecast period
E-commerce increasingly supports small brands to reach the consumer
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2017-2022
Table 56 Sales of Polishes by Category: % Value Growth 2017-2022
Table 57 NBO Company Shares of Polishes: % Value 2018-2022
Table 58 LBN Brand Shares of Polishes: % Value 2019-2022
Table 59 Forecast Sales of Polishes by Category: Value 2022-2027
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economising consumers supports the demand for spray/aerosol fresheners
Car air fresheners are challenged as many Irish opt for hybrid working
Electric air fresheners suffer from constrained demand caused by inflation
PROSPECTS AND OPPORTUNITIES
Electric air fresheners is set to record growth over the forecast period
Irish consumers seek local products and more sophisticated fragrances
The pressure from private label is set to intensify over the forecast period
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2017-2022
Table 62 Sales of Air Care by Category: % Value Growth 2017-2022
Table 63 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 64 NBO Company Shares of Air Care: % Value 2018-2022
Table 65 LBN Brand Shares of Air Care: % Value 2019-2022
Table 66 Forecast Sales of Air Care by Category: Value 2022-2027
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN IRELAND
KEY DATA FINDINGS
2022 DEVELOPMENTS
The warm winter and hot summer boosts the demand for home insecticides
Consumers give preference to products which target specific insects
Garden centres gain a share in the distribution of home insecticides
PROSPECTS AND OPPORTUNITIES
Electric insecticides see dynamic growth being increasingly viewed as less harmful
The eco-friendly trend will boost innovations over the forecast period
Consumers look for sustainable products that are also affordable
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2017-2022
Table 69 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 71 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 72 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 73 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027