If you’re short on space in store, these are the top 10 most important Laundry products you must stock.
Whites & Colours 12w PMP £3.29
Capsules
All-In-1 Original 12w PMP £4.79
Capsules
Blue Skies 990ml 33w PMP £2.49
Fabric Conditioner
Lavender & Camomile 12w PMP £4.79
Capsules
Non-Bio 12w PMP £4.79
Capsules
Whites & Colours 650g 10w PMP £2.99
Powder
Tropical Lily 500g 10w PMP £2.99
Powder
Pure 990ml 33w PMP £2.49
Fabric Conditioner
Classic Fabric Spray 500ml PMP £3.75
Fabric Refreshment
Tropical Lily 486ml 18w PMP £2.99
Liquid
Whites & Colours 12w PMP £3.29
Capsules
All-In-1 Original 12w PMP £4.79
Capsules
Blue Skies 990ml 33w PMP £2.49
Fabric Conditioner
Lavender & Camomile 12w PMP £4.79
Capsules
Non-Bio 12w PMP £4.79
Capsules
Whites & Colours 650g 10w PMP £2.99
Powder
Tropical Lily 500g 10w PMP £2.99
Powder
Pure 990ml 33w PMP £2.49
Fabric Conditioner
Classic Fabric Spray 500ml PMP £3.75
Fabric Refreshment
Tropical Lily 486ml 18w PMP £2.99
Liquid
Grow basket spend by stocking Vanish stain remover powders. Vanish has a huge 69% share of laundry ancillaries within the Independents channel.
Source: Nielsen – Laundry – Impulse – Value Sales – MAT: 10.09.2022
Merchandise fabric conditioners, refreshers, dryer sheets and stain removers on the top shelves, directly above laundry detergents to encourage cross-category sales.
Lenor scent beads sell extremely well and they drive incremental growth, so they’re a great add-on. Stock Spring Awakening as your first choice and add Fresh if you have space.
Fabric Enhancers add value to the category, so stock a range in store to drive extra sales.
Drive trade up in Independents by stocking premium products such as Comfort Ultimate Care and Unstoppables Spring Awakening Beads.
Stock the same scents across different formats (e.g. fabric conditioner, scent beads, fabric spray and air care) as many shoppers like consistency throughout their home.
Many shoppers are looking for laundry products that will help their clothes last longer, and trust the leading brands to do so.
Capsules are the No 1 laundry detergent format and they drive extra value, so stock these at eye level on shelf.
Source: Nielsen – Laundry – Total Market & Impulse – Value Sales – MAT: 10.09.2022
Capsules are the fastest-growing and the best-selling format in both the Total Market and Independents channel, due to their convenience and great cleaning performance. In Independents, the PMP versions of Daz and Ariel Pods are the top two SKUs.
Source: IRI – Laundry Detergents – Total Market and Symbols & Independents – Value Sales – MAT October 2022
44% of UK households contain someone with sensitive skin, so make sure you allocate space for a sensitive/non-bio range
Source: Proprietary brand manufacturer research (Unilever)
Merchandise by blocking together by format and then by brand. Format is the first stage of the customer’s buying decision, so this will help them find what they want more easily.
Washing at lower temperatures helps save energy. Capsules and liquids work from 30 degrees and gels work on a cold wash. Capsules are the fastest-growing format, followed by gels.
Merchandise heavier products such as laundry powder at the bottom of the fixture.
| Vanish Oxi Action Stain Remover Spray 500ml PMP £4.79 | 5059001002969 |
| Vanish Oxi Action Carpet Care Vacuum Up Foam 600ml | 5011417547687 |
| Vanish Gold Oxi Action Pink Stain Remover Powder 470g PMP £4.79 | 5059001002945 |
| Dettol Fresh Cotton Laundry Cleanser 1L PMP £3.00 | 5011417563625 |
| Febreze Classic Fabric Refresher Spray 500ml | 5410076237692 |
| Lenor Spring Awakening Beads 176g PMP £3.49 | 5056267002245 |
| Lenor Unstoppables Fresh Scent Beads 176g | 8001090781888 |
| Dylon Spray Starch 300ml | 5000325010604 |
| Dylon Colour Catcher Sheets 8ct | 5000325036390 |
| Comfort Blue Skies Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600339743 |
| Comfort Sunshiny Days Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600339743 |
| Comfort Pure Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600340039 |
| Comfort Ultimate Care Pure Fabric Conditioner 540ml 36w | 8710847864360 |
| Comfort Ultimate Care Fuschia Passion Fabric Conditioner 540ml 36w | 8710908006197 |
| Lenor Summer Breeze Fabric Conditioner 1.155L 33w PMP £2.75 | 8006540867563 |
| Lenor Spring Awakening Fabric Conditioner 1.155L 33w PMP £2.75 | 8006540867525 |
| Lenor Spring Awakening Tumble Dryer Sheets 34ct | 5413149849709 |
| Daz All-in-1 Whites & Colours Capsules 12w PMP £3.29 | 8006540953457 |
| Ariel All-In-1 Original Capsules 12w PMP £4.79 | 8006540898987 |
| Bold All-in-1 Lavender & Camomile Capsules 12w PMP £4.79 | 8006540918142 |
| Fairy Non-Bio Capsules 12w PMP £4.79 | 8006540973516 |
| Persil Non-Bio Capsules 15w PMP £3.95 | 8720181245749 |
| Daz Whites & Colours Liquid 700ml 20w PMP £3.79 | 8006540975893 |
| Surf Tropical Lily & Ylang Ylang Liquid 486ml 18W PMP £2.99 | 8720181109577 |
| Persil Non-Bio Liquid 648ml 24w PMP £4.29 | 8720181075216 |
| Persil Bio Liquid 648ml 24w PMP £4.29 | 8720181075209 |
| Ariel Original Gel 840ml 24w | 8006540547595 |
| Bold Lavender & Chamomile Gel 840ml 24w | 8006540584835 |
| Fairy Non-Bio Gel 840ml 24w | 8006540584767 |
| Daz Whites & Colours Powder 1.3kg 20w | 8001090920423 |
| Daz Whites & Colours Powder 650g 10w PMP £2.99 | 8001090920362 |
| Bold 2in1 Lavender & Chamomile Powder 650g 10w PMP £3.49 | 8006540703625 |
| Surf Tropical Lily & Ylang Ylang Powder 500g 10w PMP £2.99 | 8720181263033 |
| Fairy Non-Bio Powder 650g 10w PMP £3.99 | 8006540703595 |
| Persil Non-Bio Powder 500g 10w PMP £2.99 | 8720181106194 |
Grow basket spend by stocking Vanish stain remover powders. Vanish has a huge 69% share of laundry ancillaries within the Independents channel.
Source: Nielsen – Laundry – Impulse – Value Sales – MAT: 10.09.2022
Shoppers are engaged with new product launches and many buy into the same scent across multiple formats. Engage with shoppers by stocking the same scent across different formats to drive sales.
Many shoppers are looking for laundry products that will help their clothes last longer, and trust the leading brands to do so.
Merchandise by blocking together by format and then by brand. Format is the first stage of the customer’s buying decision, so this will help them find what they want more easily.
Capsules are the fastest-growing and the best-selling format in both the Total Market and Independents channel, due to their convenience and great cleaning performance. Stock them at eye-level for best visibility on shelf.
In Independents, the PMP versions of Daz and Ariel Pods are the top two SKUs.
Source: IRI – Laundry Detergents – Total Market and Symbols & Independents – Value Sales – MAT October 2022
Air care is often bought on impulse, so locate it in a highly visible place in store to drive sales.
With so many formats on offer, it is important to focus on the key SKUs. Stock Febreze and Air Wick aerosols, Glade carpet refreshers and Glade gels as your main priority. Electrical and reed formats are great for range extensions, but stick to the core if you’re short on space.
Antibacterial cleaning products are still important – sales are 13% ahead of their pre-pandemic level.
Household cleaning is an important category, with 97% of UK households buying into household cleaning products at least once a year.
Shoppers shop the category by task or room. To aid shopper navigation, make sure that you segment your fixture by task (e.g. all bathroom cleaners together, all kitchen cleaners together etc).
Source: Partners for Growth – accessed December 2020
Mr Muscle stands out on shelf with its distinctive orange packs, so it’s good to block products together on shelf where possible. It is also the market leading brand within drain cleaners and oven cleaners.
Source: Nielsen – HHC – Total Market & Impulse – Value Sales – MAT: 09.10.2022
Grow your sales by stocking Raid in high visibility areas in spring and summer
Domestos Original Bleach 750ml is the No.1 SKU in the category – so make sure you are stocked up. The £1.25 PMP variant will give shoppers confidence that they are paying the right price.
Source: Nielsen – HHC – Total Market & Impulse – Value Sales – MAT: 09.10.2022
| Shelf 1 | ||
| Vanish Oxi Action Stain Remover Spray 500ml PMP £4.79 | 5059001002969 | |
| Vanish Gold Oxi Action Pink Stain Remover Powder 470g PMP £4.79 | 5059001002945 | |
| Comfort Pure Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600340039 | |
| Comfort Blue Skies Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600339743 | |
| Lenor Spring Awakening Fabric Conditioner 1.155L 33w PMP £2.75 | 8006540867525 | |
| Lenor Spring Awakening Beads 176g PMP £3.49 | 5056267002245 | |
| Febreze Classic Fabric Refresher Spray 500ml | 5410076237692 | |
| Daz Whites & Colours Liquid 700ml 20w PMP £3.79 | 8006540975893 | |
| Surf Tropical Lily & Ylang Ylang Liquid 486ml 18W PMP £2.99 | 8720181109577 |
| Daz Whites & Colours Powder 650g 10w PMP £2.99 | 8001090920362 | |
| Surf Tropical Lily & Ylang Ylang Powder 500g 10w PMP £2.99 | 8720181263033 | |
| Persil Non-Bio Powder 500g 10w PMP £2.99 | 8720181106194 | |
| Daz All-in-1 Whites & Colours Capsules 12w PMP £3.29 | 8006540953457 | |
| Ariel All-In-1 Original Capsules 12w PMP £4.79 | 8006540898987 | |
| Bold All-in-1 Lavender & Camomile Capsules 12w PMP £4.79 | 8006540918142 | |
| Fairy Non-Bio Capsules 12w PMP £4.79 | 8006540973516 |
| Febreze Cotton Fresh Air Freshener Spray 300ml PMP £3.49 | 8006540909195 | |
| Air Wick Crisp Linen & Lilac Air Freshener Spray PMP £1.29 | 5059001000163 | |
| Air Wick Pure Cherry Blossom Air Freshener Spray 250ml PMP £2.50 | 5011417563892 | |
| Air Wick Essential Oils White Vanilla Bean Candle 105g | 5011417561447 | |
| Glade Honey & Chocolate Candle 120g PMP £2.49 | 5056267000050 | |
| Glade Lily Of The Valley Solid Gel Air Freshener 150g | 0000050204977 | |
| Glade Shake n’ Vac Fresh Lemon Carpet Freshener 500g | 5000204589498 | |
| Fairy Original Washing Up Liquid 383ml PMP £1.29 | 8006540723463 | |
| Fairy Lemon Washing Up Liquid 383ml PMP £1.29 | 8006540723517 | |
| Finish Power All-in-1 Dishwasher Tablets 13ct PMP £2.99 | 5011417563359 | |
| J Cloth Blue All Purpose Cloths 5ct | 8710505995849 |
| Dettol Antibacterial Cleansing Surface Wipes 30ct PMP £1.69 | 5011417575888 | |
| Dettol Antibacterial All In One Disinfectant Spray 400ml | 5011417565209 | |
| Dettol Antibacterial Surface Cleanser Spray 750ml | 5011417561935 | |
| Cif Ultrafast Kitchen Cleaning Spray 750ml PMP £1.50 | 8720181163562 | |
| Flash Bleach Spray 800ml | 8006540730041 | |
| Flash Bathroom Spray 800ml | 8006540730027 | |
| Viakal Classic Limescale Remover Spray 500ml | 5413149003026 | |
| Mr Muscle Advanced Power Window & Glass Cleaner 750ml PMP £1.99 | 5055028387898 | |
| Cif Lemon Cream Cleaner 500ml PMP £1.25 | 8720182374738 | |
| Mr Sheen Spring Fresh Multi-Surface Polish 250ml | 5059001005090 |
| Mr Muscle Oven Cleaner 300ml | 5000204890938 | |
| Mr Muscle Drain Gel 500ml PMP £4.49 | 5055028397378 | |
| Domestos Original Thick Bleach 750ml £1.25 | 8720182374868 | |
| Domestos Citrus Fresh Thick Bleach 750ml £1.25 | 8720182384805 | |
| Duck Pine Deep Action Gel Pine 750ml | 5000204951752 | |
| Domestos Power 5 Ocean Rim Block PMP £1.25 | 5055028388802 | |
| Flash Crisp Lemon All Purpose Cleaner Liquid 1.2L PMP £2.49 | 8006540730478 | |
| Dettol Antiseptic Liquid 500ml | 0000050158089 | |
| Zoflora 3 in 1 Action Concentrated Disinfectant (Mixed Case) 120ml | 5011309300512 | |
| Raid Fly & Wasp Killer 300ml | 5000204795370 | |
| Raid Ant & Cockroach Killer 300ml | 5000204579376 | |
| Vanish Oxi Action Carpet Care Vacuum Up Foam 600ml | 5011417547687 |
Grow basket spend by stocking Vanish stain remover powders. Vanish has a huge 69% share of laundry ancillaries within the Independents channel.
Source: Nielsen – Laundry – Impulse – Value Sales – MAT: 10.09.2022
Many shoppers are looking for laundry products that will help their clothes last longer, and trust the leading brands to do so.
Merchandise by blocking together by format and then by brand. Format is the first stage of the customer’s buying decision, so this will help them find what they want more easily.
Air care is often bought on impulse, so locate it in a highly visible place in store to drive sales.
With so many formats on offer, it is important to focus on the key SKUs. Stock Febreze and Air Wick aerosols, Glade carpet refreshers and Glade gels as your main priority. Electrical and reed formats are great for range extensions, but stick to the core if you’re short on space.
Shoppers shop the category by task or room. To aid shopper navigation, make sure that you segment your fixture by task (e.g. all bathroom cleaners together, all kitchen cleaners together etc).
Antibacterial cleaning products are still important – sales are 13% ahead of their pre-pandemic level.
Shoppers are engaged with new product launches and many buy into the same scent across multiple formats. Engage with shoppers by stocking the same scent across different formats to drive sales.
Grow your sales by stocking Raid in high visibility areas in spring and summer.
Capsules are the fastest-growing and the best-selling format in both the Total Market and Independents channel, due to their convenience and great cleaning performance. Stock them at eye-level for best visibility on shelf.
In Independents, the PMP versions of Daz and Ariel Pods are the top two SKUs.
Source: IRI – Laundry Detergents – Total Market and Symbols & Independents – Value Sales – MAT October 2022
Hand dish wash has very high usage, with 89% of UK households buying washing up liquid at least one a year. Make sure you stock up on the top performing core SKUs – Fairy Original & Fairy Lemon £1.29 price mark packs.
Source: Kantar Worldpanel
Domestos Original Bleach 750ml is the No.1 SKU in the category – so make sure you are stocked up. The £1.25 PMP variant will give shoppers confidence that they are paying the right price.
Source: Nielsen – HHC – Total Market & Impulse – Value Sales – MAT: 09.10.2022
Kleenex Pocket Tissues are a great product to dual site. Consider siting on clip strips, in dump bins or as part of the medicines fixture.
| Vanish Oxi Action Stain Remover Spray 500ml PMP £4.79 | 5059001002969 | |
| Vanish Gold Oxi Action Pink Stain Remover Powder 470g PMP £4.79 | 5059001002945 | |
| Comfort Pure Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600340039 | |
| Comfort Blue Skies Fabric Conditioner 750ml 21w 750ml PMP £1.99 | 8711600339743 | |
| Lenor Spring Awakening Fabric Conditioner 1.155L 33w PMP £2.75 | 8006540867525 | |
| Lenor Spring Awakening Beads 176g PMP £3.49 | 5056267002245 | |
| Febreze Classic Fabric Refresher Spray 500ml | 5410076237692 | |
| Daz Whites & Colours Liquid 700ml 20w PMP £3.79 | 8006540975893 | |
| Surf Tropical Lily & Ylang Ylang Liquid 486ml 18W PMP £2.99 | 8720181109577 |
| Daz Whites & Colours Powder 650g 10w PMP £2.99 | 8001090920362 | |
| Surf Tropical Lily & Ylang Ylang Powder 500g 10w PMP £2.99 | 8720181263033 | |
| Persil Non-Bio Powder 500g 10w PMP £2.99 | 8720181106194 | |
| Daz All-in-1 Whites & Colours Capsules 12w PMP £3.29 | 8006540953457 | |
| Ariel All-In-1 Original Capsules 12w PMP £4.79 | 8006540898987 | |
| Bold All-in-1 Lavender & Camomile Capsules 12w PMP £4.79 | 8006540918142 | |
| Fairy Non-Bio Capsules 12w PMP £4.79 | 8006540973516 |
| Febreze Cotton Fresh Air Freshener Spray 300ml PMP £3.49 | 8006540909195 | |
| Air Wick Crisp Linen & Lilac Air Freshener Spray PMP £1.29 | 5059001000163 | |
| Air Wick Pure Cherry Blossom Air Freshener Spray 250ml PMP £2.50 | 5011417563892 | |
| Air Wick Essential Oils White Vanilla Bean Candle 105g | 5011417561447 | |
| Glade Lily Of The Valley Solid Gel Air Freshener 150g | 0000050204977 | |
| Glade Shake n’ Vac Fresh Lemon Carpet Freshener 500g | 5000204589498 | |
| Mr Sheen Spring Fresh Multi-Surface Polish 250ml | 5059001005090 | |
| Raid Fly & Wasp Killer 300ml | 5000204795370 | |
| Raid Ant & Cockroach Killer 300ml | 5000204579376 | |
| Fairy Original Washing Up Liquid 383ml PMP £1.29 | 8006540723463 | |
| Fairy Lemon Washing Up Liquid 383ml PMP £1.29 | 8006540723517 | |
| Finish Power All-in-1 Dishwasher Tablets 13ct PMP £2.99 | 5011417563359 |
| Dettol Antibacterial Cleansing Surface Wipes 30ct PMP £1.69 | 5011417575888 | |
| Dettol Antibacterial Surface Cleanser Spray 750ml PMP £1.69 | 5011417561935 | |
| Flash Bleach Spray 800ml | 8006540730041 | |
| Mr Muscle Advanced Power Window & Glass Cleaner 750ml PMP £1.99 | 5055028387898 | |
| Cif Lemon Cream Cleaner 500ml PMP £1.25 | 8720182374738 | |
| Flash Crisp Lemon All Purpose Cleaner Liquid 1.2L PMP £2.49 | 8006540730478 | |
| Zoflora 3 in 1 Action Concentrated Disinfectant (Mixed Case) 120ml | 5011309300512 | |
| Mr Muscle Drain Gel 500ml PMP £4.49 | 5055028397378 | |
| Domestos Original Thick Bleach 750ml £1.25 | 8720182374868 | |
| Duck Pine Deep Action Gel Pine 750ml | 5000204951752 |
| Andrex Classic Clean Toilet Roll 4ct PMP £2.99 – F1 | 5029053582986 | |
| Own Label Unbranded Toilet Tissue 4ct or 9ct | 0000000000010 | |
| Regina Blitz Household Towel | 8004260452816 | |
| Plenty The Original One Kitchen Towel | 7322540910575 | |
| Kleenex Extra Large Tissues (Twin Pack) PMP £2.25 | 5029053578378 | |
| Kleenex Balsam Pocket Tissues (Twin Pack) | 5029053006857 |
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