The Grocer’s 2017 Top Products Survey, THE definitive guide to the current state of the UK’s grocery industry

Own label is wiping the floor with brands in the household sector right now, as sales of all five sub-categories continue to slide. Toilet and surface care, hand and automatic dishwash products and air fresheners have lost £31.5m (2.2%) combined. Volumes fell by 3%. 

“The biggest winner is own label,” says Nielsen analyst Elena Onischenko, pointing to own label’s £17.5m (6.4%) gain on volumes up 5.1%. Brands are down £49m (4.3%) on volumes down 6.8%. “Household is declining due to the reduced number of household cleaners and aircare lines on shelf.”

Of household’s big three manufacturers, Reckitt Benckiser lost the most, a whopping £46.8m (4.2%). RB’s Airwick and Finish had the biggest losses, down £20.6m combined, despite Airwick VIPoo being household’s biggest launch, racking up £2.2m. Unilever lost £14.4m (12.3%); P&G £8.9m (2.6%). P&G sales director Ian Morley says shoppers’ migration to the discounters is a major factor. “We continue to see changes in the way people shop, with trips segmenting and volume proliferating across all retailer channels.”

Aldi corporate buying MD Julie Ashfield confirms: “We’ve expanded in household due to the success of our own-brand everyday items, alongside growing demand for premium products in fragrance and aircare.”



Dettol 3x Power range by Reckitt Benckiser

With anti-drip gel sprays for tough-to-clean vertical surfaces, and cleaning wipes to remove burnt-on food, soap scum, limescale and dirt, the 3X Power range destroys 99.9% of bacteria including e-coli and cold and flu viruses. Without this launch Dettol could have lost its place as Britain’s bestselling surface care brand to P&G’s Flash. Reckitt will need to drive sales of such premium products in the coming year if it is going to be able to recoup some of the nearly £50m it’s lost this year.

The Grocer Top Products Survey 2017: Up!