ariel ad

Last year: 44 ▲ 

Sales: £171.8m (-0.8%)

Ariel has had a flat year, with a dip of 0.8% in value, 0.4% in volume. Hardly cause for celebration, until you see the huge losses of rival Persil (25).

P&G has focused efforts on getting shoppers to trade up to Ariel and pushing pod technology via its Do the Pods campaign. It’s simplified its offer, focusing on power SKUs that provide high-performance across varying prices and making shopping the laundry category much simpler. The company says it’s upped ad spend by 40% since 2015.