Personal care grooming top products

Source: Unsplash

Soap makers must be rubbing their hands together with glee. For Covid-19 and the resulting passion for hand washing has helped add £77.8m across bar and liquid formats. That’s an extra 42.1 million bottles of liquid soap, and an additional 9.6 million bars. It’s a sharp contrast to the falling sales of last year.

In terms of brands, the biggest winners were those with eco credentials, says Nielsen analyst Iulia Preda. “Brands capitalising not only on their health and hygiene properties but also sustainability have seen the most success this year.” She cites leading name Carex, whose antibacterial claims and range of refills helped it gain £35.4m.

Its closest rival, Baylis & Harding, similarly cashed in on sustainability in March with the launch of eco-friendly grooming range Goodness. It was preceded by Elements, a trio of liquid soap in bottles with marble, stainless steel and wood effects.

All of which helped the brand shift an extra 4.9 million packs. “Consumers are increasingly looking for products that suit the interior design of their bathrooms and kitchens,” says its category director Andrea Crompton.

Sadly this passion for hygiene didn’t translate to deodorant, which lost £47.1m as personal grooming routines slackened during Covid-19 restrictions.

 

Top Products 2020

In association with Nielsen

Top 3 Deodorants
             
        £m £ change %
Total volume change: -13.0%   Total Category: 433.2 -47.1 -9.8
      Total Own Label: 7.3 -1.2 -14.2
             
This year’s rank Last year’s rank Brand Manufacturer £m change (£m) change (%)
1 1 Sure Unilever 109.7 –5.8 –5.0
2 2 Lynx Unilever 74.0 –7.5 –9.2
3 3 Dove Unilever 65.5 –1.3 –2.0
Top 3 Female Skincare
             
        £m £ change %
Total volume change: -7.9%   Total Category: 421.5 -5.4 -1.3
      Total Own Label: 61.6 -1.2 -2
             
This year’s rank Last year’s rank Brand Manufacturer £m change (£m) change (%)
1 1 Simple Unilever 72.6 –4.0 –5.2
2 2 L’Oréal L’Oréal 67.0 –2.8 –4.0
3 3 Olay P&G 58.5 –2.6 –4.3
Top 3 Shower Products
             
        £m £ change %
Total volume change: -2.5%   Total Category: 297.8 2.9 1.0
      Total Own Label: 11.2 -0.8 -7.0
             
This year’s rank Last year’s rank Brand Manufacturer £m change (£m) change (%)
1 2 Radox Unilever 33.4 2.5 8.1
2 3 Sanex Colgate 32.9 3.7 12.6
3 1 Dove Unilever 31.8 0.4 1.5
Top 3 Liquid Soap
             
        £m £ change %
Total volume change: 39.9%   Total Category: 186.1 67.0 56.3
      Total Own Label: 23.0 3.2 16.2
             
This year’s rank Last year’s rank Brand Manufacturer £m change (£m) change (%)
1 1 Carex PZ Cussons 77.1 35.4 84.6
2 2 Baylis & Harding Baylis & Harding 25.9 11.1 75.1
3 4 Palmolive Colgate-Palmolive 10.5 3.6 53.3
Top 3 Bar Soap
             
        £m £ change %
Total volume change: 23.4%   Total Category: 71.2 12.9 22.2
      Total Own Label: 5.3 1.4 34.6
             
This year’s rank Last year’s rank Brand Manufacturer £m change (£m) change (%)
1 1 Dove Unilever 26.6 4.3 19.6
2 2 Imperial Leather PZ Cussons 8.0 0.7 10.8
3 3 Simple Unilever 5.9 0.9 17.5
 

The Grocer’s Top Launch

Creightons PT HAND CREAM VIRUCIDE FOP

Anti-Virus Hand Cream, Creightons

For reasons we need not explain, hygiene has been a key area of personal grooming this year. And as consumers slathered on hand wash and sanitiser, they started to suffer from dry hands. Creightons set out to tackle the problem with what it claims is the market’s first antibacterial and anti-virus hand cream. Part of the brand’s Pure Touch lineup unveiled in July, the premium product promises to kill 99.9% of bacteria and viruses while also nourishing the skin.

 

Topics

Top Products Survey 2020: How Food Came Home