fairy power of soft baby

Sales: £301.7m (-2.5%)

Fairy has lost £7.8m overall, with 2.9 million (2.1%) fewer units sold. P&G says sales reflect wider trends in laundry and household, pointing to the detergent sector’s 2% value decline, and efforts to simplify its ranges and concentrate on ‘power SKUs’.

To turn sales around, P&G is pushing the ‘little goes a long way’ message for Fairy Liquid, claiming a 780ml bottle is enough to wash 12,616 plates. In June Fairy Non Bio Pods were launched to tap growth in the capsule format.