Household: cleaning: Top Products 2020

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Household top products

Source: Unsplash

Household brands cleaned up this year. As Brits spent more time at home, they were keen to keep their surroundings spick and span.

That led to an additional 49 million packs of surface care products going through the tills. It wasn’t just about clean appearances; Brits were also striving to keep their tables and kitchen counters free from Covid-19.

“Hygiene has never been in the spotlight more,” says Nadine Slyper, home care brand experience lead at Unilever, whose Cif surface cleaner added £4.8m. And even that was small fry compared to the gains made by the top two names, Dettol and Flash, which made an extra £71.7m between them.

Slyper predicts even more growth, driven by increased caution about “bringing in germs from outside”. She expects “heightened interest in the category to continue well into next year: 64% of people are cleaning more frequently and people are carrying out deeper cleans”.

When not cleaning, people are preparing meals. The resulting dirty dishes have led them to spend £44.9m more on dishwash products. “Dishwasher use grew to an average 6.2 cycles each week between March and April 2020 – up 25% on the same period last year,” says Ecover senior brand manager Charlotte Snelgrove.

Top Products 2020

In association with Nielsen

Top 3 Toilet Care

				£m	£ change	%
Total volume change:	7.1%		Total Category:	223.4	20.6	10.1
			Total Own Label:	53.7	0.3	0.6

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Domestos	Unilever	66.8	9.3	16.1
2	2	Toilet Duck	Johnson Wax	31.9	4.2	15.1
3	3	Harpic	Reckitt Benckiser	30.2	1.4	4.9

Top 5 Kitchen Towels

				£m	£ change	%
Total volume change:	6.8%		Total Category:	418.5	47.7	12.8
			Total Own Label:	165.7	6.0	3.7

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Plenty	Essity	106.8	19.5	22.3
2	2	Regina	Intertissue	98.3	13.6	16.1
3	3	Nicky	Sofidel	3.8	0.5	13.6
4	4	Happy Shopper	Booker Belmont	2.1	–0.2	–10.2
5	NEW	Mighty Big	Accrol Papers	2.1	2.1	–

Top 10 Surface Care

				£m	£ change	%
Total volume change:	21.4%		Total Category:	446.1	117.9	35.9
			Total Own Label:	90.0	15.0	20.0

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Dettol	Reckitt Benckiser	106.0	38.4	56.7
2	2	Flash	P&G	91.6	33.3	57.1
3	3	Cif	Unilever	38.8	4.8	14.2
4	4	Method	Method	26.1	6.9	36.1
5	5	Mr Muscle	Johnson Wax	22.6	4.4	23.9
6	6	Viakal	P&G	13.7	0.8	6.1
7	7	Cillit Bang	Reckitt Benckiser	11.4	1.0	9.4
8	8	Oven Pride	McBride	5.9	-0.2	3.3
9	9	Windolene	Reckitt Benckiser	4.8	0.3	6.5
10	12	Astonish	Astonish Prods	3.8	2.2	146.3

Top 5 Auto Dishwash

				£m	£ change	%
Total volume change:	9.5%		Total Category:	269.1	33.9	14.4
			Total Own Label:	60.5	3.4	6.0

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Finish	Reckitt Benckiser	121.8	21.8	21.8
2	2	Fairy	P&G	77.9	7.4	10.6
3	3	Ecover	Ecover	7.2	0.8	13.8
4	5	Crystale	Purity	0.5	0.1	46.4
5	6	Astonish	Astonish Prods	0.5	0.2	83.6

Top 5 Hand Dishwash

				£m	£ change	%
Total volume change:	3.1%		Total Category:	169.5	11.0	7.0
			Total Own Label:	30.8	-2.0	-6.2

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Fairy	P&G	122.7	11.1	10.0
2	2	Ecover	Ecover	9.7	1.4	17.2
3	3	Method	Method	1.6	0.2	17.4
4	4	Euro Shopper	Booker	1.3	0.1	11.8
5	5	Surcare Sensitive	McBride	1.2	0.1	7.4

Top 10 Aircare

				£m	£ change	%
Total volume change:	-0.2%		Total Category:	435.1	5.2	1.2
			Total Own Label:	103.3	3.1	3.1

This year’s rank	Last year’s rank	Brand	Manufacturer	£m	change (£m)	change (%)
1	1	Airwick	Reckitt Benckiser	84.8	-8.1	-8.7
2	2	Glade	Johnson Wax	70.1	-1.1	-1.6
3	3	Yankee Candle	Newell Brands	50.0	2.9	6.1
4	5	Febreze	P&G	40.6	9.5	30.7
5	4	Ambi Pur	P&G	33.7	1.9	5.8
6	17	Scent Sationals	Rimports	5.1	3.4	198.1
7	7	Jelly Belly	Custom Accessories Europe	5.0	-0.7	-12.7
8	6	Wax Lyrical	Colony Gift Corp	3.4	-2.8	-45.5
9	10	Prices	Prices Candles	3.3	0.2	5.4
10	9	Little Trees	Saxon Industries	3.0	-0.2	-5.8

The Grocer’s Top Launch

Ocean saver

Eco Drops, OceanSaver

The household category creates an estimated 29 billion plastic packs each year – many of which end up in seas and oceans. Hence OceanSaver’s plastic waste-free solution, which made its full-time UK grocery debut this year. It rolled out in February to Sainsbury’s (after an earlier trial in Morrisons). Eco Drops are soluble pods of cleaning fluid users simply drop into any clean container, add warm water and shake. Variants include Anti-Bac, Kitchen, Bathroom and All-Purpose Floor.