Category advice: Laundry

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.

Your Store is: Mid-Affluence
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Recommended 1-Shelf Layout

Bestselling Laundry Products

Persil Non Bio 10w
Surf Tropical Lily & Ylang 10w
Daz 10w
Ariel 3 in 1 pod 12w
Persil Non Bio 12w
Persil Small & Might Non Bio Original 15w
Surf Tropical Lily & Ylang Ylang 25w
Ariel Bio 24w
Bold 2 in 1 Lavender & Camomile 16w
Persil Non Bio 20w
Fabric Conditioners
Comfort Pure 21w
Lenor Spring Awakening 22w
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Gail Mather
Sherston Post Office Stores, Sherston, Wiltshire

Paul and Gail Mather, who have a store in Sherston, turned to Partners for Growth for help with their laundry category. They followed our recommended planogram and best-seller list and increased their laundry sales by 42%

Here's what Gail had to say...

"After reviewing the planogram and seeing which products should be removed, and which we needed to stock, we set about changing the fixture and waited for the results.

When we checked our stats we were amazed to find that sales had increased by 42%. The time we spent has really paid off and we’ve now used the advice on the toiletries category, and are just about to use the ice cream advice."

Gail Mather
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