Competitive Landscape
Procter & Gamble and Unilever Dominate Laundry Care
The laundry care market in Ireland is concentrated, with Procter & Gamble (Mfg) Ireland Ltd and Unilever Ireland Ltd holding significant shares. In 2025, Procter & Gamble accounted for 43% of sales and Unilever 24%.
Ecover and Ariel Lead the Way with Innovative Sustainable Products
Ecover continued to strengthen its sustainability credentials with bio laundry capsules made with 75% bio-based ingredients and packaged in 90% recycled cardboard. The capsules are carbon neutral certified and designed to clean effectively at 20 deg C.
Reckitt's Divestment Reshapes Competitive Landscape
A significant development in the laundry care market in 2025 was Reckitt's divestment of its essential home division to Advent International for up to EUR4.8 billion.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry Care industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Laundry Care industry in Ireland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Laundry Care in Ireland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Laundry Care in Ireland?
- Which are the leading brands in Laundry Care in Ireland?
- How are products distributed in Laundry Care in Ireland?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Ireland - Category analysis
Key Data Insights
Stable Value Growth Driven by Format Innovation and Sustainability
Stable Value Growth Driven by Format Innovation and Sustainability
Laundry Detergents Dominate, Boosted by Evolving Formats
Sustainability and Fragrance Drive Innovation and Growth
Sustainability and Convenience Drive Laundry Care Growth
Liquid Tablet Detergents Will Continue to Lead Growth Thanks to Their Innovation and Convenience
Eco-Friendly Trends and Private Label Growth to Reshape Landscape
Procter & Gamble and Unilever Dominate Laundry Care
Ecover and Ariel Lead the Way with Innovative Sustainable Products
Reckitt's Divestment Reshapes Competitive Landscape
Supermarkets Lead Laundry Care Sales with Steady Demand
Retail E-Commerce Gains Traction Slowly with Convenience
No New Retail Brands or Concepts Emerge in 2026
Home Care in Ireland - Industry Overview
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Key Data Insights
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Laundry Care Dominates Market Share with Essential Products
Unilever Drives Growth with Innovative Bleach Foam Format
Sustainability and Innovation to Drive Home Care Growth
Dishwashing Leads Growth with Innovative Formats and Rising Penetration
Premiumisation and Eco-Friendliness to Shape Future Business Strategies
Procter & Gamble and Unilever Lead with Significant Shares
Ecover and Unilever Lead the Way in Innovative Sustainable Products
Reckitt Benckiser Divestment Reshapes Competitive Dynamics
Supermarkets Dominate Home Care Sales with Strong Brand Visibility
Retail E-Commerce Grows Modestly as a Supplementary Channel
Discounters and E-Commerce Drive Competition in Home Care
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
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