Category advice

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Market Insight

Category advice2021


Toilet paper in Impulse grew ahead of the market at +14.7% in 2020, with 4 roll accounting for half (50%) of all value sales.

(Nielsen EPOS 52 Weeks up to 28.11.20 only)

Laundry Pods have overtaken Powders to become the No.1 format within the category in the Independents Channel.

Daz Go pods (SKU 196318) being the brand leader followed by Ariel (SKU 413356).

There has been an increase in top-up shops being the main mission for shoppers in convenience, a trend expected to continue.

Make sure to stock a wide range of products across all key categories and ensure good availability.

‘Anti Bacterial’ is a key shopper need state.

Since the pandemic there has been exceptional growth of over 30% in the Household ‘Anti Bacterial’¬Ěcategory.

(Bestway data 2020)

Own label household products are important by offering increased value verses branded products

and deliver on average over 30% POR.


  • Larger pack formats have seen growth as shoppers spend more time at home.
  • The increased demand in Toilet Tissue sees the average shopper buy around 144 rolls a year, an increase of 8 rolls per a household year on year.
  • (Manufacturer Research via Calayx2020)


  • New families increase their laundry spend by 50%.
  • 44% of households contain someone with sensitive skin.
  • Perpetration of Non-Bio is the highest amongst young families.

Laundry Pods are a key driver of growth within Main Wash Laundry

Air Care

More than half of Air Care sales are impulse purchases, so make sure you give good visibility and impulse sites in store.


Surface Cleaners

Did you know?

46% of consumers are using more anti bacterial products in their home*

35% are using an anti bacterial washing up liquid*

25% are using anti bacterial dish washer products*

Dettol and Zoflora are two key brands in the ‘Anti Bacterial’ and ‘Disinfectant’ category. Shoppers continue to look for brands that they know and trust – ensure that Anti Bacterial and Disinfectant products in a variety of formats (triggers, wipes and liquids) are clearly visible on shelf and form part of the Core Range.

There are a wide range of ‘Anti Bacterial’ products available in depots now!

  • 99544
    Dettol Surface
    £1.69, 500ml
  • 680793
    Zoflora Assorted
  • 645387
    Antibacterial Wipes
    £1, 50's
  • 186850
    Dettol Laundry
    Cleanser £3, 1ltr
  • 703845
    Nicky Defend
    Hand Towel 100's
  • 715511
    Dettol Disinfectant
    Linen Spray 400ml

Information correct at time of print.


Must Stock Lines

Category advice2021


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


Category advice2021


We suggest you stock the following range:

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