Household: Top Products 2019

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Cleaning

Source: Unsplash

Shoppers are looking to keep their consciences as clean as their homes. Eco-friendly cleaning brands have grown 20.4% as the total category has declined 2.6% [Nielsen 52 w/e 8 October 2019]. In fact, the decline would have been 3.1% were it not for the green players’ presence.

“As consumers become more aware of the environmental impact of their everyday purchases, they are looking to brands like Ecover, which puts sustainability at the heart,” says Evelyn Tinker, European consumer insights manager for Ecover and its sister brand Method.

Take washing up. In a largely flat market, Ecover is the only brand to add significant value (£1.2m) as larger names watch sales tumble. Distribution losses have knocked £9.6m off top brand Fairy – accounting for the lion’s share of the sector’s £11.5m slump.

Ecover has also seen a 26.8% value boost in dishwasher tablets, with Tinker citing “consumer interest in paper over plastic packaging” and increased distribution of a smaller pack size as key growth factors.

The green trend is echoed in surface care by Method’s success (up 32.9%). It’s the only top five brand in growth – due to “an increase of over half a million new UK households to the total brand” this year, Tinker says.

The Top Products

In association with nielsen

Top 10 Aircare
				£m	change (£m)	change (%)
			Total Category:	429	2.1	0.5
Total volume change:	-0.1%		Total Own Label:	99.8	12.6	14.4

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Airwick	Reckitt Benckiser	92.9	-6.7	-6.7
2	2	Glade	Johnson Wax	71.2	-1.5	-2.1
3	3	Yankee	Newell Brands	47.2	5.3	12.6
4	4	Ambi Pur	P&G	31.8	-2.9	-0.1
5	5	Febreze	P&G	31.0	-2.7	-8.0
6	6	Wax Lyrical	Colony Gift	6.2	-0.1	-1.6
7	7	Woodwck	Newell Brands	3.5	-0.6	-14.6
8	10	Littl-Trs	Saxon Industries	3.2	0.4	14.3
9	12	Prices	Prices	3.1	0.6	24.0
10	14	Neutradol	George M S	2.5	0.2	8.7

Top 10 Toilet care
				£m	change (£m)	change (%)
			Total Category:	197.1	-2	-1.0
Total volume change:	2.3%		Total Own Label:	53.8	-1.6	-2.9

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Domestos	Unilever	57.2	-0.7	-1.1%
2	3	Harpic	Reckitt Benckiser	28.8	0.8	2.9%
3	2	Toilet Duck	Johnson Wax	27.7	-0.6	-2.0%
4	4	Bloo	Henkel	20.1	2.1	12.0%
5	6	Ecover	Ecover	2.7	0.7	35.7%
6	5	Airwick	Reckitt Benckiser	1.7	-0.9	-36.3%
7	7	Parozone	Henkel	1.5	-0.4	-19.4%
8	8	Euro Shopper	Booker	1.2	-0.1	-3.6%
9	9	Easy	Easy Cleaning Solutions	0.8	-0.2	-23.9%
10	10	Poo Pourri	Poo Pourri	0.4	-0.1	-22.1%

Top 3 Hand dishwash
				£m	change (£m)	change (%)
			Total Category:	152.6	-11.5	-7.7
Total volume change:	8.6%		Total Own Label:	33	-1.6	-4.5

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Fairy	P&G	106	-9.6	-8.4
2	2	Ecover	SC Johnson	8.4	1.2	16.6
3	4	Method	SC Johnson	1.2	0	2.1

Top 3 Auto dishwash
				£m	change (£m)	change (%)
			Total Category:	235.6	-4.5	-1.9
Total volume change:	2.5%		Total Own Label:	57.8	-0.2	-0.3

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Finish	Reckitt Benckiser	99.9	-13.8	-12.1
2	2	Fairy	P&G	70.3	8.1	13.1
3	3	Ecover	SC Johnson	6.3	1.3	26.8

Top 10 Surface care
				£m	change (£m)	change (%)
			Total Category:	327.7	-4.5	-1.4
Total volume change:	3.1%		Total Own Label:	75	-0.6	-0.9

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Dettol	Reckitt Benckiser	67.6	-0.9	-1.3
2	2	Flash	P&G	58.2	-1.8	-3.0
3	3	Cif	Unilever	34	-4.5	-11.8
4	5	Method	Method	19.2	4.8	32.9
5	4	Mr Muscle	Johnson Wax	18.2	-3.3	-15
6	6	Viakal	P&G	12.9	0.8	7.1
7	7	Cillit Bang	Reckitt Benckiser	10.4	-0.5	-4.5
8	8	Oven Pride	McBride	6.1	-0.6	-10
9	9	Windolene	Reckitt Benckiser	4.5	0.4	7.5
10	10	Oust	Spotless Punch	3.3	-0.1	-2.1

The Grocer’s Top Launch

cif_657636

Cif EcoRefill by Unilever

According to Unilever, 83% of people “wish they had access to more refillable products” and two thirds feel guilty throwing away plastic packaging. That’s where Cif EcoRefill comes in. Launched in July, the recyclable capsules use a ‘twist and click’ mechanism to attach to consumers’ existing Cif Power & Shine trigger-spray bottles. The packs contain 70ml of 10 times concentrated cleaning fluid to be mixed with water, and they use 75% less plastic than a new spray bottle. Neat!