Top launch: Air Wick Wax Melts - RB
Head of household in 2015 was aircare. Brits forked out an extra £11.1m on making their homes smell sweeter, with £1.4m of that coming from just one product: Air Wick Wax Melts. Backed by a £1m campaign on TV and in store, £10.99 starter kits come with a black ceramic warmer and cord to plug in to any standard outlet; refills sell for £5. Each wax stick can provide 20 hours of fragrance, which range from the exotic Vanilla Dreams and Turquoise Oasis to the more down to earth Mum’s Baking.
The threat of range rationalisation looms large in household. But brands say they’re working with retailers to clean up the sector.
“We’re committed to working with retailers to simplify the offering across our brands, focusing on power SKUs that provide high-performing products across varying price points,” says P&G sales director Ian Morley.
Indeed, P&G’s Fairy Liquid is gaining share in the declining hand dishwash market as rival Persil has lost a fifth of its sales, suggesting there’s no space for me-toos lacking a clear USP as the mults clean up the category.
But with the discounters stealing market share, price is still key. See Fairy’s decline in auto dishwash for proof: almost a quarter of its volumes have been lost as Finish, which is almost 25% cheaper, has gained share.
Deals have helped Finish clean up, although ads trumpeting its Shine & Protect technology also helped. Meanwhile, green brand Method, which sells for almost twice the surface cleaner market average, is adding value, up 30.3% on volumes up 36.6%.
“People are looking for brands that promote health and wellness and are good for the environment,” says Method marketing manager Clare Burke. Despite this, rationalisation is still a concern. “The big question is: do you really need that size of range?”
| TOP 3 Toilet care | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: –1.7% | Total Category | 216.7 | –8.2 | –3.6 | ||
| Total Own Label | 63.1 | –3.0 | –4.5 | |||
| 1 | 1 | Domestos | Unilever | 62.3 | 0 | 0 |
| 2 | 2 | Harpic | RB | 32.6 | –1.4 | –4.0 |
| 3 | 3 | Toilet Duck | SC Johnson | 26 | –1.2 | –4.3 |
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| TOP 3 Surface care | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (m) | change (%) | ||||
| Total volume change: 1.5% | Total Category | 345.6 | –7.3 | –2.1 | ||
| Total Own Label | 60.2 | 0.6 | 0.9 | |||
| 1 | 2 | Dettol | RB | 71 | –0.3 | –0.5 |
| 2 | 1 | Flash | P&G | 68.4 | –6.0 | –8.1 |
| 3 | 3 | Cif | Unilever | 48.7 | 1 | 2 |
| TOP 3 Hand dishwash | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: –2.6% | Total Category | 187.8 | –6.3 | –3.2 | ||
| Total Own Label | 38.2 | –0.8 | –2.0 | |||
| 1 | 1 | Fairy | P&G | 130.2 | –3.6 | –2.7 |
| 2 | 2 | Persil | Unilever | 7.2 | –1.8 | –20.2 |
| 3 | 3 | Ecover | Ecover | 6.2 | 0.4 | 6.4 |
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| TOP 3 Auto dishwash | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: –2.6% | Total Category | 247.7 | 0.1 | 0 | ||
| Total Own Label | 51.9 | 2.8 | 5.8 | |||
| 1 | 1 | Finish | RB | 137.5 | 5.4 | 4.1 |
| 2 | 2 | Fairy | P&G | 53.4 | –7.4 | –12.2 |
| 3 | 3 | Ecover | Ecover | 3.3 | 0.2 | 8.1 |
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| TOP 3 Aircare | SALES | |||||
|---|---|---|---|---|---|---|
| £m | change (£m) | change (%) | ||||
| Total volume change: 1.8% | Total Category | 421.8 | 11.1 | 2.7 | ||
| Total Own Label | 68.8 | 6.1 | 9.8 | |||
| 1 | 1 | Air Wick | RB | 112.1 | 2.2 | 2 |
| 2 | 2 | Glade | SC Johnson | 82.4 | –3.3 | –4.0 |
| 4 | 4 | Febreze | P&G | 43.8 | –5.7 | –11.0 |
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