Focus On - Household & Laundry

4 1. Nielsen – GB Total Impulse - Value & Unit Sales - MAT: 14.09.2024 2. Proprietary Brand Manufacturer Research (Unilever) The top 4 cleaning brands - Dettol, Flash, Mr Muscle, and Zoflora - make up 47% of the household cleaning market in the Impulse channel. For convenience retailers with limited shelf space, carrying these trusted brands can enhance customer confidence and drive sales.1 Multipurpose cleaners are the largest segment, representing 29% of the total category and generating over £7m in sales (including both multipurpose liquids and wipes). With 7 in 10 cleaning tasks being quick, wipes offer a convenient option for shoppers.2 Specialist cleaning categories, such as carpet, mould & mildew and limescale, cater to specific shopper needs. Shoppers trust brands to effectively address these issues, so offering products that meet a wide range of needs can drive sales and build customer loyalty. Mr Muscle is the leading brand in specialist cleaning.2 Autumn and Spring see a sales spike.2 Create a promotional feature highlighting top-selling cleaning products that address various needs during these seasonal cleaning events, ensuring customers have everything they need and driving sales effectively. HOUSEHOLD 29% 3. Bespoke Manufacturer Research PEAK SALES Shoppers typically browse the category based on task or room. To help them navigate more easily, organise your fixture by task. For example, group all bathroom cleaners together and all kitchen cleaners together.