P&G's Daz hit as household cleaning brands lose out to own label

Own label is mopping up a growing share of the £2.4bn household category as sales of the big brands such as P&G suffer.

A major casualty was P&G’s washing detergent Daz, which fell 19.7% by value year-on-year on volumes down 30.6% [Symphony IRI 52 w/e 24 November 2012]. P&G’s Bold and Reckitt Benckiser’s Vanish also suffered value and volume declines. P&G said economising by consumers had led to “a small element” of trade-down and own-label growth.

“People are facing tough decisions and this has led to a small element of trade-down and own-label growth,” said Ian Morley, P&G director for fabric and homecare. He added that Ariel had grown in value and volume and that P&G was making gains against own label in air fresheners and fabric conditioners.

Sales of own-label household products surged 10.2% on volumes up 4.5% [Kantar Worldpanel 52 w/e 28 October 2012], as branded sales inched up just 2.6% on volumes down 3.3%.