>>Washing up liquids get fragrance and points of difference...consumers want multi-tasking products...clothes feel has a lot of appeal...
category manager Musgrave Budgens Londis
There has been significant innovation in household. The market is moving from specific cleaners to all-purpose, such as Cillit Bang and Dettol’s 4-in-1. There’s going to be more innovation and the major players will be upgrading their products.
In spite of more consumers having dishwashers, there’s still a very successful market for washing up liquid. The sector has grown, driven by trading people up to new variants. The key drivers are going to be fragrance and point of difference, so we’re seeing interesting products such as Fairy Natural Eucalyptus and Lime & Lemongrass.
Morrisons buyer for cleaning products
This year, customers are no longer prepared to accept single task products and will increasingly look for products that can perform a number of tasks.
Convenience and efficacy will continue to be the main drivers. Changing the fragrances will be seen by customers as important, although manufacturers must not see this as an opportunity to greatly increase their number of products in a particular category.
In dishwashing, 2006 will see a massive battle between the brands with the introduction of Fairy after years of inactivity. These new products will certainly push the boundaries of cost per wash.
Tim Shaw
Waitrose non-food buyer
Comfort Creme will reinforce the benefit of clothes feel, where the market has tended to become differentiated only by fragrance; and Persil Gel tablets, using a combined gel and tablet proposition, will bring a new ‘no need to pre-treat’ message to biological cleaning. These innovations will appeal to Waitrose customers.
Combined gel and powder/tablet formulas will also be a big feature of 2006 in dishwash (appearing in Reckitt Benckiser’s Finish Quantum and P&G’s Fairy Active Bursts). Sachet-style ‘smart’ wrappers on dishwash tablets is an appealing development, offering the cleaning benefits of both liquid and powder technology.
Barry Carter
Thomas Newcombe
category manager Musgrave Budgens Londis
There has been significant innovation in household. The market is moving from specific cleaners to all-purpose, such as Cillit Bang and Dettol’s 4-in-1. There’s going to be more innovation and the major players will be upgrading their products.
In spite of more consumers having dishwashers, there’s still a very successful market for washing up liquid. The sector has grown, driven by trading people up to new variants. The key drivers are going to be fragrance and point of difference, so we’re seeing interesting products such as Fairy Natural Eucalyptus and Lime & Lemongrass.
Morrisons buyer for cleaning products
This year, customers are no longer prepared to accept single task products and will increasingly look for products that can perform a number of tasks.
Convenience and efficacy will continue to be the main drivers. Changing the fragrances will be seen by customers as important, although manufacturers must not see this as an opportunity to greatly increase their number of products in a particular category.
In dishwashing, 2006 will see a massive battle between the brands with the introduction of Fairy after years of inactivity. These new products will certainly push the boundaries of cost per wash.
Tim Shaw
Waitrose non-food buyer
Comfort Creme will reinforce the benefit of clothes feel, where the market has tended to become differentiated only by fragrance; and Persil Gel tablets, using a combined gel and tablet proposition, will bring a new ‘no need to pre-treat’ message to biological cleaning. These innovations will appeal to Waitrose customers.
Combined gel and powder/tablet formulas will also be a big feature of 2006 in dishwash (appearing in Reckitt Benckiser’s Finish Quantum and P&G’s Fairy Active Bursts). Sachet-style ‘smart’ wrappers on dishwash tablets is an appealing development, offering the cleaning benefits of both liquid and powder technology.
Barry Carter
Thomas Newcombe
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