Influencers, digital marketing and new places to get listed all offer genuine opportunities for smaller brands to grow.
Would anyone have expected five years ago that there would be such a thing as a ‘cleanfluencer’ and #cleaning would be one of the highest trending tags online?
Maybe not but that is the way of the world now, and in 2020 with the impact of coronavirus leaving all products containing the words “germ-killing” temporarily out of stock on supermarket shelves, it does not appear to be something that is going away anytime soon. Mrs Hinch has well and truly brought the nation’s love of cleaning out of the closet. And there is no underestimating the influencer, who in just a couple of short years, has gone from being unknown to over three million followers on Instagram, having a deal with P&G and the ability to sell out products within minutes of posting about them.
Mrs Hinch however is not one to be seduced by a big name, she uses a wide range of products some of which are at the cheaper end of the spectrum. Her favourite hunting grounds are the bargain stores and this has helped bring to light several smaller brands that are now gaining shoppers very rapidly as a result.
Zoflora is perhaps the biggest benefactor of the Hinch effect, and this year the brand has grown CRPs by 32% in the last year to shoot up the rankings to position 27. The top 20 is strongly beckoning and we anticipate that break through won’t take long (see brand focus).
Each year with Brand Footprint we are keen to show innovation and developments to celebrate new ways to meet consumer needs. Zoflora, a British brand produced in Huddersfield is not a new product. It has in fact been around for nearly a century.
Zoflora is a concentrated disinfectant and claims to kill 99.9% of bacteria and viruses. It is available in a range of fragrances, over 20 at the start of 2020, and is adept at bringing out new scents through the seasons. Although all the variants have helped brand growth, it is the performance of Bouquet, Citrus Fresh and Mountain Air that stands out.
The trajectory over the last few years has been nothing short of staggering, growing around 50%, since Mrs Hinch began her spontaneous endorsement of the brand. Arguably in the current environment, with even stronger focus on cleaning with the coronavirus, Zoflora speaks to people’s needs with a resonance that its founders could never have contemplated.
Another Hinch favourite enjoying incredible growth is Astonish in position 28 with 37% growth. The brand offers cruelty free and vegan credentials typically at competitive price points. Physical distribution extends to both B&M and Home Bargains.
The Pink Stuff, made by the Stardrops company, is another smaller brand touted by Mrs Hinch. Although currently much lower down the ranking, the brand - which is traditionally distributed in the discount stores - has now secured a listing in Sainsbury’s so its performance over the next year will be interesting to watch.
This year’s homecare sector ranking has proven once again how hard manufacturers are working to make their brands both more relevant and effective in consumers' lives. There is no doubt that the focus on cleaning that the coronavirus has brought will have an impact on next year’s ranking. If brands talk effectively to shoppers' concerns at a time when they have their full attention, it may well bring about long-term behaviour changes that could help grow the sector for many years to come.
Hear more from Julia Fine about homecare brands operating in a world of heightened environmental awareness.
