Innovation on its own isn’t enough, shoppers have to be genuinely convinced it is worth paying more.
The great dichotomy in the homecare sector is between the drive for low prices and the requirement for high performance. Where they cannot perceive a difference, shoppers will happily buy the cheaper own label, so the key for brands that want to grow is to offer a point of difference and better performance which justifies the price differential. Every year we see homecare manufacturers doing this and finding new ways to breathe life into existing formats.
The level of innovation in this sector is demonstrated by the fact that it is a homecare brand that was in the top position in Kantar’s 2019 FMCG innovation ranking. Finish, in position 22, launched the Powerball Quantum in February 2019 and achieved £20 million in sales in its first 12 months, the only brand to do this. The new product sells at a 40% premium and is marketed as powerful enough to remove ground-in dirt. The brand also speaks to environmental concerns, packaged in a fully recyclable tub and promising results even on the eco cycle.
Trends often move across sectors in FMCG, and so last year saw the launch of Surf Coconut Bliss, providing an ingredient that has already been popular across food, drink and beauty products. Achieving position 16 this year, the brand launched both liquid detergent and capsule versions with the wonder fragrance. Lenor, in position 6, also focused on fragrances and launched Scent Booster in wash beads.
Febreeze achieved an impressive 47% CRP increase, a significant amount of which was due to the purchase and rebranding of Ami-Pur into its portfolio. In October 2019, they brought freshness to a new room in the house, with Bathroom Scents. Designed with unique technology to eliminate odours, the brand has already attracted listings in Asda and Home Bargains. The impact of this launch won’t be captured in this year’s Brand Footprint so it will be one to watch for next year.
Toilet care is one area where branded products are outperforming own label, up by 4% in the last year. There are several strong brands in this year’s sector ranking including Duck with an 8% increase and Bloo which grew CRPs by 11%. Bloo, in position 23, launched Fragrance Switch, which changes fragrance when the toilet is flushed, last year. Power Active has also been a very big driver of growth and the Pro Nature version offers a more environmentally friendly option.
The fourth most chosen homecare brand, Domestos continues to grow from previous innovations and is the number one brand in rim blocks despite only having one key product range in the market.
