I'd love to see Henkel push into the Irish market for detergents. For whatever reason, they haven't really touched the laundry or dishwashing market here or in the UK. I don't know if perhaps Brexit might change that, as we're no longer seen as part of the same market as Britain, so we might start seeing a more Benelux mix of products, but to date it's been a duopoly.
Laundry products are all P&G or Unilever, other than store brands. Ariel and Persil dominate the market almost completely, with those companies' second tier brands: Bold and Daz (P&G) and Surf (Unilever) cleaning up most of the rest of it.
I find it a bit odd that Unilever and Henkel seem to avoid stepping on each other's toes, due to the licensing agreement where they share the Persil brand. You'd think Henkel might push in with their premium detergents under a different label.
Dishwashing is hugely dominated by Reckitt Benckiser (Finish) and P&G (Fairy). There's a little bit of Unilever stuff here in Ireland (but not in the UK) in the form of Sun (made in France) which is a pretty decent detergent range.
Historically here store brands weren't great, but since Aldi and Lidl have pushed the market towards private label products that actually work, things have changed a lot. So you're seeing quite a bit of market share go to some of those brands from various supermarkets.
I just find that the price of some of those kinds of products here isn't very competitive compared to markets where you've a lot of players like France (P&G, Henkel, Unlever and Colgate-Palmolive)