Category advice

Household icon
Household

Market Insight

Category advice2019

 

Encourage shoppers to trade up – better value for money increases shoppers basket spend. 67% of all Laundry sales are at a consumer deal of £5+.

Check out our Laundry bigger packs each month! See our Surf Liquid 40 wash and Daz Pods 42's and get some extra cash through your till!

(RI Data 1st July 2017 – 30th June 2018)

Liquid Tabs are larger than the powder segment in the total market at 29% vs 22% and showing the best growth.

Top sellers are Daz Pods PM £2.49 and Arial Pods PM £3.99. They are the fastest growing format in the total market at 7% but Convenience is growing faster at 18% growth vs last year!

(Nielsen, Fabric Cleaning, Total Market & Independents, MAT: 08.09.18)

Own label household products are important and offer increased value verses branded products.

They deliver on average +30% POR (Best-one 10 wash laundry powder PM £1 up + 57% vs LY)

(Bestway data Dec 2018)

Our Must Stock range is split into four key segments to cover all sub categories as they tap into different shopper need states

– Household Cleaners / Laundry / Paper / Kitchen Essentials

Don't miss out on key seasons such as Spring Clean, Winter, Christmas.

• Candles have a strong seasonal peak at Christmas growing at +12%, making them the fastest growing segment in air care

• Spring Clean peaks during February/March

(Nielsen MAT July 14th 2018)

Own Label household products are becoming increasingly popular due to quality and value. Having an Own label alternative alongside brands gives shoppers a value choice and more margin for you, so you get the most sales and profit from the category.

Air Care presents the largest growth opportunity for the Independent Channel. Ensure both functional and emotional need states are met (i.e. Aerosols for functional and Candles for emotional).

The merchandising flow is important and merchandising by use and product type allows shoppers to shop with ease (i.e. Aircare, Multipurpose, Wipes, Kitchen, Bathroom).

PMPs offer shoppers price confidence, this is especially effective on higher value items. Stock PMPs where available.

There is an ongoing shift towards larger pack formats in the paper category i.e. shoppers buying into 9/16/18/24 roll toilet tissues – ensure you have an offering of a larger pack in addition to the core range to meet different shopper need states.

Did you know Independents under trade in Laundry Capsules? They account for 32% sales in Convenience but only 28% in Independents.

(Nielsen, Fabric Cleaning, Total Market & Independents, MAT: 08.09.18)

Household

Must Stock Lines

Category advice2019

 

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

Category advice2019

 

We suggest you stock the following range:

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2m Household Shelf 1
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2m Household Shelf 2
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2m Household Shelf 3
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2m Household Shelf 4
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2m Household Shelf 5
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We suggest you stock the following range:

Complete 3m Household planogram

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3m Household Shelf 1
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3m Household Shelf 2
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3m Household Shelf 3
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3m Household Shelf 4
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3m Household Shelf 5
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