Own label is out-innovating and undercutting brands in household, driving growth worth £130.6m (6.6%) on volumes up 3.2% for retailers' private label lines. Indeed, own label is responsible for almost all of the overall market's 2.1% gain on flat volumes. 

Aldi, Lidl and the bargain stores are behind much of this. Aldi's value sales are up 17.8%, Lidl's 13.3% and the bargain stores are up 7.4% combined (the discounters' huge growth explains the disparity between Kantar and Nielsen's read of own label's value - the latter doesn't measure Aldi or Lidl). 

"Own-label products are almost a pound cheaper than branded equivalents," says Kantar analyst Julia Fine. "Own label's affordability particularly appeals to the millennial generation that came of age in the last financial crisis."

But going own label needn't mean sacrificing quality. "Own label does not have to be 'no-frills,'" adds Fine. "Notable examples of premiumisation are Sainsbury's premium dishwash range, Prism, and Asda's new own-label laundry detergent." 

The greatest own-label growth was in air fresheners and scented candles, which saw growth of £17m (26.4%) on volumes up 14.4%. Brands vs own label

Household brands are looking all washed up. They’re losing shelf space to own label as the supermarkets try to stem ongoing losses to Aldi, Lidl and the high street discounters, resulting in a combined loss of £31.8m (2.9%) in washing-up liquid, dishwasher products, surface, toilet and air care. Own label, meanwhile, is up £18.7m (6.4%) combined. 

Leading brands Domestos, Dettol and Fairy all suffered blows to their value as they battled against fierce price promotions by rivals, the savings offered by own label and the growing appeal of eco-brands such as Ecover and Method. 

Eco claims are certainly selling well. Nielsen’s list of household’s fastest growers is topped by Method’s range of surface cleaners, which have put an extra £3m (25.8%) through the tills on volumes up 25.3%. Mr Muscle, Flash and Cif, meanwhile, are all down. 

SC Johnson stablemate Ecover is also cleaning up. Across hand dishwash, toilet and surface care, it’s up £4.2m (13.8%) on volumes up 9.1%.

The rising influence of social media (see p63) may explain why household brands are deciding to fork out less on traditional advertising. Overall spend has dropped nearly 19%, and only two of the top 10 household brands have increased their investment in advertising.

Biggest spender Fairy put the majority of its spend behind its 'Shake Up' TV ad campaign, which looked to highlight the efficacy of the brand compared with its rivals and also flagged up its Which? recommendation.

The biggest rise in spend came from Finish, which aired its 'Let It Shine' TV ad campaign last summer to promote its Finish Quantum product.