Boston, MA -- (SBWIRE) -- 06/06/2014 -- Bleach sees the strongest performance in overall home care in 2013 over the previous year. This was due to consumers' ongoing economic concerns, with many switching to diluted bleach as a lower-priced alternative to surface care or toilet care. This trend supported a slight volume growth of half a percentage point in 2013 over the previous year. However, volume growth was not dynamic due to maturity in this product area.

Competitive Landscape

Unilever was the clear leader in bleach throughout the review period and accounted for a 34% value share in 2013. The company benefits from the strength of its Domestos brand, which has the strongest brand awareness and widest distribution within bleach in Ireland. Domestos also benefits from offering the widest range in bleach, including trigger formats with Domestos Bleach Spray, scented variants such as Domestos Mountain Fresh and extra-strong bleach with Domestos Grotbuster. Many consumers place strong trust in Domestos' cleaning power.

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Industry Prospects

Bleach is a largely mature product area in Ireland and is thus not expected to see dramatic rates of growth. It will however outperform overall home care in constant value terms during the forecast period, as a result of ongoing economic concerns for many consumers. There is expected to be ongoing popularity for bleach as a multifunctional home care product amongst consumers seeking to save money.

Overview
Discover the latest market trends and uncover sources of future market growth for the Bleach industry in Ireland with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Bleach industry in Ireland, our research will save you time and money while empowering you to make informed, profitable decisions.
The Bleach in Ireland market research report includes:

- Analysis of key supply-side and demand trends  
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Bleach in Ireland?
- What are the major brands in Ireland?
- How did bleach sales perform during the economic downturn?
- What are the major applications of bleach in Ireland?

Reasons to Get This Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats

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