PAPER BESTSELLERS | ||||
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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.
RETAIL SHARE | ||||||||||||||
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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 | ||||||
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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 |