Category advice

Household icon
Household

Market Insight

Ensure you stock a wide variety of household cleaners as they tap into different shopper need states

such as Bathroom Cleaners, Toilet Cleaners, Kitchen Cleaners, Window Cleaners and Multipurpose Wipes

Take advantage of Seasonal opportunities in key seasons

such as Flu Season, Spring Clean & Christmas (see in depot for offers)

Own Label Household products are important as they offer increased value

verses branded products and deliver on average +30% POR. eg. Best-one Household Trigger Sprays PM 89p

Liquid Tabs and Liquids are outperforming the powders segment

particularly Daz and Ariel Liquid Tabs PMPs

Encouraging shoppers to trade up to larger packs

gives shoppers better value and increases their basket spend e.g. Andrex 9 Roll Toilet Tissues, Jumbo/Larger format Kitchen Roll and Daz 40 Wash Washing Powders

(Daz 40 Wash is the No. 1 sales value and volume sku*)

*MAT Sales Out data last 52 weeks from 1st Dec 2017

All Household

  • Easy to manage – long shelf life and does not take up much space on shelf. These products can be located at the back of the store

Laundry

Surf
Daz
  • Laundry Must Stocks cover the need states for shopper
    e.g. Fragrance = Surf, Effectiveness = Ariel, Good on whites = Daz, Non Bio (sensitive skin) = Persil
  • A range of formats is also important for the shopper – Powder, Liquid, Capsules and Tablets
  • Include a Non Bio product for sensitive skin especially babies and young children e.g. Persil Non Bio

Tissue

Andrex
  • Kitchen tissue trends are moving towards jumbo roll and thicker sheets
  • Tower stacking larger pack sizes of Toilet Tissue/Kitchen Roll can generate incremental volume/value e.g Cushelle 16 Roll
  • Take advantage of seasonal spikes on facial tissues by placing pocket packs at the till-point
    (key seasons – hay fever & winter season) e.g. Kleenex Balsam

Household Cleaners/Kitchen Accessories

Domestos Power 5
Domestos bleach
  • Bleach & Toilet Cleaners have the largest share in household cleaners with Domestos, Harpic & Duck being the key brands across all segments of the category
  • Wipes are growing fastest in Total Market at 4% MAT with Dettol being the brand leader in Wipes
  • Rim & Cistern in toilet care are key areas of growth; (Coming soon Domestos Power 5 – RSP £1)
  • It is key to merchandise Kitchen Essentials adjacent to cleaning products as they are used together

Source: Nielsen Aug 12th 2017

Household

Must Stock Lines

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock lines
Household

Planograms

If you have a 2m display, we suggest you stock the following range:

Click shelf to hide/show product list

2mx5 Household planogram Shelf 1
View Shelf 1 Products
2mx5 Household planogram Shelf 2
View Shelf 2 Products
2mx5 Household planogram Shelf 3
View Shelf 3 Products
2mx5 Household planogram Shelf 4
View Shelf 4 Products
2mx5 Household planogram Shelf 5
View Shelf 5 Products

If you have a 3m display, we suggest you stock the following range:

Complete 3m household planogram

Click shelf to hide/show product list

3mx5 Household planogram Shelf 1
View Shelf 1 Products
3mx5 Household planogram Shelf 2
View Shelf 2 Products
3mx5 Household planogram Shelf 3
View Shelf 3 Products
3mx5 Household planogram Shelf 4
View Shelf 4 Products
3mx5 Household planogram Shelf 5
View Shelf 5 Products

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