Sales of oven cleaner are up 26% in value and volume as consumers cook at home more and look to prolong the lifespan of their ovens [Kantar Worldpanel 52w/e 29 November 2009].

The trend for eating in rather than dining out has prompted consumers to cook more frequently and clean their ovens more, said David Wainwright, Sainsbury's household care buyer, adding that consumers were also taking better care of household items.

McBride, which acquired £5m brand OvenPride before Christmas, said it aimed to double penetration of the line to about 20% in 12 to 15 months.

Focus On Household