Colgate Palmolive proposed to acquire brands and assets from Campbell Brothers relating to laundry, detergent, dishwashing and cleaner products.
Outcome
Not Opposed
Date completed
17th September 2004
Merger type
Horizontal
Guidelines thresholds
Crossed
Imports about 10%
Unknown
Market definition
For competition assessment purposes, the acquisition was considered in terms of the national markets for the manufacturing and supply of laundry detergent; fabric conditioner; dishwashing detergent; and household cleaners.
Competition analysis
The Commission decided not to oppose the acquisition and in reaching its decision took account of: actual and potential capacity for supply side substitution; recent and potential entry into the relevant markets through acquisitions and brand initiatives; countervailing power of the supermarket chains as buyers, supporters of new entrants and suppliers of house brands; buying patterns of consumers in terms of discretionary purchasing, brand switching and price sensitivity; and the continued presence of Campbell Brothers in the markets as a manufacturer of third party brands.
