Last year: 53
Sales: £138.9m (-9.3%)
Without pricier lines such as Unstoppables, Lenor’s £14.3m loss would be even greater. It’s sold 11.5% fewer units as the discounters and rival Comfort (31) grew. “We’ve reviewed our range,” says P&G commercial leader Victoria Tiffin. NPD is key, she adds. Unstoppables has hit £30m since 2013.