Grocery & Non Food Category Guide 2025/26

Brought to you by: Plan for Profit HOUSEHOLD & LAUNDRY 67 HOUSEHOLD & LAUNDRY Sources: 1. Nielsen – HHC – GB Total Impulse – Value Sales – MAT: 17.05.2025 2. Proprietary Brand Manufacturer Research: Procter & Gamble 3. Nielsen – Fabric Care – GB Total Impulse – Value Sales – MAT: 17.05.2025 4. Nielsen – Fabric Enhancers – GB Total Impulse – Value & Unit Sales – MAT: 21.09.2024 Household Cleaning Laundry Fairy Capsules are leading the way, accounting for 57% of laundry category growth. 3 Multipurpose cleaners and wipes account for 35% of the total category. 1 Create a promotional feature highlighting top-selling cleaning products that address various needs during seasonal cleaning events. Capsules drive 55% of laundry sales. 3 Shoppers typically browse the category based on task or room. To help them navigate more easily, organise your fixture by room then task. 44% of UK households have someone with sensitive skin, and these shoppers make up the largest segment of the market at 39% . 2 Stock both Bio and Non-Bio in various formats to cover all shopper needs. 35% Drive cross-category sales by placing fabric conditioners above detergents. Autumn and Spring see household cleaning sales peak. 55% +57% FABRIC CONDITIONERS DETERGENTS 10% GROWTH BATHROOM KITCHEN PEAK SALES 7 in 10 cleaning occasions are considered ‘quick cleans’, making wipes a convenient choice for shoppers. 2 Fabric enhancers are in 10% growth, However, a third of shoppers tend to overlook them. 4