Acquirer: Colgate Palmolive Pty Ltd; Target: Campbell Brothers

Summary

Colgate Palmolive proposed to acquire brands and assets from Campbell Brothers relating to laundry, detergent, dishwashing and cleaner products.

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.

Merger type

Horizontal

Guidelines thresholds

Crossed

Imports above 10%

Unknown

Initiation

Parties

ANZSIC code

2545