Focus On - Household & Laundry

Brought to you by: Plan for Profit 5 Shoppers are moving away from powder detergents in favour of capsules and gels. Capsules have grown by +4% , while gels have grown by +13.5% , making them the top-performing formats in both the Impulse channel and the overall market.3 44% of UK households have someone with sensitive skin, these shoppers make up the largest segment of the market ( 39% ). Ensure space is allocated for non-bio laundry detergents and sensitive variants of fabric enhancers.3 Fabric enhancers are valued at £14.5m , reflecting a 9.6% growth. However, a third of shoppers tend to overlook them. To boost cross-category sales, position fabric conditioners on the top shelves, directly above laundry detergents.1 Stain removal is the most common laundry need in the UK. Laundry additives play a key role by adding extra value to the category, as shoppers typically use them alongside their regular detergent and fabric enhancers.3 4% GROWTH 9.6% GROWTH Understanding the shopper decision tree allows retailers to optimise product placement, selection, pricing, and promotions, enhancing the shopping experience and boosting profitability. Pack Size Pack Size Brand Fabric Enhancers Sensitive or Sensorial Tier Brand Format Bio or Non-Bio Laundry LAUNDRY