Boston, MA -- (ReleaseWire) -- 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.
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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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.
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The Bleach in Ireland market research report includes:
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