Last year: 40 ▲ 

Sales: £187.8m (+4.3%)

Comfort managed to ride the structurally tough household market and post respectable sales growth through successful innovation.

Prices have inched up 0.5%, but the key driver of Comfort’s £7.8m growth has been NPD such as Fragrance Burst and 2015’s Comfort Intense, both making the most of the popularity of ultra-concentrated formats. It also took advantage of demand for specialist products with Comfort Pure Ultra Concentrate for sensitive skins.