Homecare

Setting the scene and introducing the top 20 brands of 2019.

Homecare is a challenging sector for brands to operate in, as own label is particularly strong, growing faster than brands for the last three consecutive years. Sales for the homecare sector grew £126 million in 2019, however only 20% of that was from brands. This growth is driven by kitchen roll and toilet paper where own brand products have increased in value by more than 10%. The growth of own label of course goes hand in hand with the rise of the discounters, especially Aldi and Lidl.

Brands need not despair however, as consumers prove time and again that they will pay more for products when there is a clear benefit.

This Brand Footprint report is being published at a time of huge behavioural and economic change due to COVID-19. At the time of writing this situation is ongoing and the long-term outlook is unclear.
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This year’s Brand Footprint ranking is full of innovation from brands, whether that is to improve the efficacy of their product, environmental credentials or both.

The growth in popularity of Mrs Hinch has not abated since last year and the interest in cleaning that she has promoted has become even stronger. Her ability to glamourise cleaning via social media has raised interest in the sector to a younger demographic.