Why is laundry important?
Laundry may not be top of mind for all retailers but with 96% of all UK Households purchasing laundry products and each of these households doing 5 loads of washing it’s an important category.
The growth of ‘planned top up’ in convenience also means that there are opportunities to increase category spend by offering a comprehensive range to include each stage of the wash. Fabric Conditioner in particular, which is growing by 10%, is where you can really add value. Make sure you always have the top Fabric Conditioners – Comfort and Lenor – in stock, as well as the leading cleaning brands – Surf, Persil and Ariel.
Why understanding affluence levels pays
Affluence can affect Laundry shoppers’ choices in both formats & brands. Less affluent shoppers tend to go for Powder formats and fragrance brands such as Surf or Bold. This format is in decline but Liquid and Capsules are both growing. Higher affluence shoppers prefer the more convenient formats: - Liquid, Gels and Capsules. Affluent shoppers also go for skin friendly and premium Fabric Conditioners. Less affluent shoppers are attracted to high fragrance premium products – but only at a good price.