Paper Bestsellers
PAPER BESTSELLERS
IRI: 52 w/e 26 November 2016
  VALUE VOLUME
  £m y-o-y% rolls/boxes (m) y-o-y%
Own Label £682.3 -1.4 1,730.9 -1.0
Andrex £336.2 2.8 757.0 5.8
Velvet £113.3 -18.5 307.1 -15.0
Kleenex £100.9 2.2 150.1 11.8
Plenty £95.2 -2.8 125.1 -1.2
Regina £67.0 22.7 77.9 37.2
Cushelle £56.9 -8.5 140.9 -8.2
Thirstpockets £25.4 -22.7 39.0 -20.8
Nicky £16.5 22.1 46.1 14.7
Breeze £6.3 2.6 29.6 6.1

● Household has declined 0.4% in value. Volume, on the other hand, has shown a year-on-year increase of almost 8%, driven by retailers discounting to compete with Aldi and Lidl. Value declines have been led by laundry detergents, where shoppers are buying more volumes per occasion but are also shopping the category less often. 

● The opposite is true for fabric conditioners, with Comfort Intense and Lenor Unstoppables driving volume and value growth. 

● Paper is growing in value and volume despite price declines, again driven by competition with the discounters.

● The average £/kg price has declined in household by 4p. Laundry has seen pricing declines in both branded as well as own label but the latter has seen a price drop of almost 10p.

● While branded lines still contribute to just under 70% of value sales, own label is showing higher volume shares (55%) and growing ahead of the branded segment. 

The big four make up 62% of all household sales in value but all are declining due to Aldi and Lidl. Waitrose has bucked the trend, growing at almost 7% year on year while Wilko is growing at over 3% in value.

Household care category snapshot
RETAIL SHARE          
  TRADING     Value                    
retailers grocery % category  % index category % y-o-y                    
                             
  Wilkinson   0.7 3.9 593 3.6                    
    Variable Price Bargain Store   1.5 5.2 347 7.1                    
  Asda   13.4 14.1 105 -4.2                    
  Waitrose   5.0 5.0 101 6.9                    
  Sainsbury's   14.3 13.9 97 -2.2                    
  Tesco   25.2 24.4 97 -2.4                    
  Morrisons   10.0 9.2 92 -3.8                    
  The Co-Operative   5.2 4.3 83 -3.4                    
    Aldi   5.2 4.0 77 18.7                    
    Lidl   3.9 3.0 77 13.3                    
  Marks & Spencer   3.5 0.2 6 -6.8                    
                             
                             
TAKE HOME SHARE              
  Value last year (£000)  Value this year (£000)  Share %  % y-o-y Volume last year kg (000) Volume this year kg (000)               
Paper Products  £1,412,915 £1,420,092 £7.2 24.1 0.5 3,750,062 3,867,200              
Laundry Detergents   £990,963 £945,890 -£45.1 16.1 -4.5 337,136 337,352              
Fabric Conditioners   £422,657 £430,182 £7.5 7.3 1.8 248,234 257,665              
Aircare £409,054 £407,351 -£1.7 6.9 -0.4 248,602 237,130              
Household Cleaners   £395,970 £398,636 £2.7 6.8 0.7 172,455 178,778              
Kitchen Towels   £360,026 £360,953 £0.9 6.1 0.3 577,086 554,921              
Bin Liners &Cleaning Accessories   £284,975 £312,910 £27.9 5.3 9.8 3,160,968 3,826,872              
Bleaches Lavatory Cleaners & Cis   £276,127 £261,856 -£14.3 4.4 -5.2 202,326 202,141              
Batteries   £255,229 £256,020 £0.8 4.3 0.3 577,000 628,098              
Auto Dish   £263,253 £255,421 -£7.8 4.3 -3.0 58,418 57,270              
Washing Up Liquids   £210,648 £200,533 -£10.1 3.4 -4.8 121,947 118,881              
Liquid Antiseptics/Disinfectants   £33,896 £33,463 -£0.4 0.6 -1.3 15,725 15,703              
All Other Household   £596,641 £603,096 £6.5 10.2 1.1 472,659 477,619              
Total Household   £5,912,354 £5,886,403 -£26.0 100 -0.4 9,942,618 10,759,630              
 
Brands V Own Label
  VALUE VOLUME AVERAGE PRICE
  Value last year (£000)  Value this year (£000)  Share %  % y-o-y Volume last year kg (000) Volume this year kg (000)    Share %  % y-o-y £/kg last year  £/kg this year  £ y-o-y  % y-o-y
Branded £4,151,946 £4,079,147 -£72.8 69.3 -1.8 4,714,703 4,876,091   45.3 3.4 £0.88 £0.84 -£0.04 -4.5
Own label £1,760,408 £1,807,256 £46.8 30.7 2.7 5,227,916 5,883,536   54.7 12.5 £0.34 £0.31 -£0.03 -8.8
TOTAL CATEGORY £5,912,354 £5,886,403 -£26.0 100 -0.4 9,942,618 10,759,630   100 8.2 £0.59 £0.55 -£0.04 -6.8

● IRI’s household numbers make one thing clear: the discounters are wiping the floor with the mults when it comes to cleaning products. 

● The mults are down a whopping £131.8m (4.5%), thanks chiefly to swingeing price cuts, led by own label, which has seen a 7.8% fall in average price per pack. 

● Brands have followed, with average price per kilo down for all top 10 players, though a switch to larger packs has led to a rise in price per unit for some. 

● Therein lies proof of the market’s price sensitivity. Some of the brands that have seen the largest rises in price per pack have had the greatest volume losses, with Persil shifting almost 10 million fewer packs and Lenor down six million.

Household bestsellers
HOUSEHOLD BESTSELLERS
IRI: 52 w/e 26 November 2016
  VALUE VOLUME AVERAGE PRICE
  £m y-o-y% packs (m) y-o-y% £/pack y-o-y%
Own Label £419.8 -9.0 363.6 -1.3 £1.15 -7.8
Fairy £313.1 4.4 135.8 1.6 £2.31 2.8
Persil £217.6 -12.9 44.7 -18.1 £4.86 6.3
Comfort £189.3 6.9 79.5 7.1 £2.38 -0.2
Ariel £167.8 0.0 34.8 0.5 £4.82 -0.5
Lenor £137.6 -7.8 53.8 -10.3 £2.56 2.8
Finish £119.7 -8.7 23.6 -7.9 £5.07 -0.8
Bold £112.2 -8.4 27.4 -6.0 £4.09 -2.5
Airwick £109.1 -0.6 34.7 -2.2 £3.14 1.6
Surf £107.7 -15.2 27.4 -17.9 £3.94 3.3