Kantar has released its latest Brand Footprint ranking of the most chosen homecare brands in the UK, with the study highlighting the increasing strength of own label.
The sector grew £126m in 2019, but only 20% of that spend was captured by brands, with the discounters and bargain stores making their mark on the retail landscape. Kantar stated that the challenge for brands was to give shoppers a clear reason to pay more, whether that’s environmentally friendly credentials or a promise of efficacy.
The annual top 20 ranking was again topped by Fairy, followed by Andrex, Comfort, Domestos, and Kleenex. The study also looks at the smaller innovators in the market, and the continued impact of the ‘Mrs Hinch’ effect.
Other issues explored in the report include how homecare brands are navigating the tension between the need for low prices and high performance, the ways brands are making strides forward in terms of sustainability, and how listings in the discounters and bargain stores has allowed some brands to broaden their availability.