>>A monthly look at the most promising newcomers in key grocery categories. this month: household products

n Product: Mr Musle Orange Action

n Company: Reckitt Benckiser

n Distribution level: 87%

n Repeat purchase rate: 14.9%
A motley collection of new arrivals were up for consideration in household products, with Mr Muscle Orange Action, launched in June 2002 by SC Johnson, standing out as the star.

Strictly speaking, this was just a variant of an established brand, but it led a wave of products that use orange as an extra cleaning ingredient.

It has achieved a distribution rate of 87% of possible outlets, according to data from ACNielsen for the year ending May 17, 2003. About 10% of consumers in ACNielsen’s Homescan survey have tried the product once, and just under 15% bought it again.

In other sectors, Ambi-Pur new Duo Fresh toilet block has reached 64% of possible outlets in four months. Its trial rate is still relatively low at 0.8% but more than a quarter of those bought a second time.

Jeyes new multi-format aircare range Sen’Chi, which launched in September 2002, achieved a peak rate of distribution of 44% in February this year for its pendant format. The proportion of consumers trialling the range is only 0.7%, but a tenth of those went back for more.

Kleenex’s Aroma Velvet toilet tissue has reached similar levels of distribution at about 40% and has been bought by 2.5% of the sample, with nearly one third buying again.

Another notable launch which is too recent to register in Nielsen’s data is Homepride’s Oven Pride Cleaner. It has had high profile TV ad support during peak-time viewing.