Focusing on hygiene during turbulent times
As retailers prioritised keeping essential products on shelves through the pandemic, cleaning products fared well. Heightened concerns around hygiene prompted us to try and rid our homes of germs, and cleaning frequently-touched surfaces like door handles became common behaviour.
With schools closed and widespread home-working, more time spent at home meant more mess to clear up. Dettol, at number six in the ranking, grew CRPs by 20% and has been a big winner from the hygiene boom, as consumers have sought out brands they know and trust in their war on germs.
For some, cleaning was a form of entertainment to pass the time – another facet of us becoming more houseproud as we remained confined to our homes. Febreze climbed nine places in the ranking, with home scents giving shoppers a small indulgence for their homes [see brand focus].
Cooking and baking became a national pastime during the year, and Finish, in 18th place in the ranking, grew CRPs by 21% as we dealt with the additional washing up created by our newly ignited passion for all things gastronomy. Regina, in tenth place, grew CRPs by 9% as sales of paper towels sky-rocketed, bolstered by our continuous washing of hands, cleaning more often and eating more meals at home.
Wipes, in long-term decline prior to COVID-19, had a renaissance during the pandemic and grew faster than the traditional trigger format. In household cleaning, wipes provided a convenient solution for shoppers who needed to frequently wipe down surfaces in and outside of the home, and both Flash (number eight in the ranking) and Dettol (number six), benefited from their rise this year. Looking to the future, demand for sustainable options will make a comeback in homecare. The nascent “eco hygiene” sector has already been established through products like Method’s Anti-bac line, and is an area where we can expect to see further innovation from manufacturers.
Febreze climbed nine places in the ranking, jumping from 20 to 11, making it the biggest mover on the homecare list. This growth was driven by a high-profile marketing campaign, most notably the “Nose blind” TV advert and its successful new product, Febreze Bathroom.
This tapped into consumers spending more time at home, as a product perfectly positioned for helping small spaces stay fresh. P&G’s first continuous non-electric bathroom air freshener is designed to eliminate odours from the air and prevent them from lingering on soft surfaces such as towels, bath mats and shower curtains.
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