48 (44) Ariel

Last year’s ranking: 44

Sales: £164.6m (-4.2%)

Another casualty of the declining laundry category, Ariel suffered an 11.9% fall in volume - equating to over £7m fewer sales. It is looking to NPD for a much-needed boost. Ariel upgraded its 3 in 1 Pods and Ariel Cold Wash Gel last month for a ‘cleaner and brighter finish’ and is investing in a £10.5m TV ad as part of its largest marketing push in a decade. Like sister brand Lenor (58), Ariel has also introduced larger packs to cater for the rise in shoppers buying in bulk online.