Focus On Household
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Focus On Household
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As shoppers cut back on cleaning products in hard times, suppliers are working assiduously to deliver cost-effective multi-functionality
In a market characterised by a slowdown in spending on nonessentials, suppliers of household products are having to ask themselves a fundamental question: do consumers really need to buy my product?
In many cases in the past year, the answer has been no. “It has not been an easy year,” concedes Stefan Gaa, Reckitt Benckiser UK marketing director. “We’ve had to be very innovative and competitive.”
Of the 10 household products sub-categories, seven experienced volume declines and although inflation-driven price rises kept value sales artificially in the black, there are clear signs of consumers cutting out discretionary items and turning to versatile products that help deliver a total cleaning solution.
