Throughout the pandemic, cleaning and antibacterial products have grown exponentially and have become an integral part of day-to-day life across the nation. 52% of consumers are cleaning their homes more frequently, and 46% are using more antibacterial products at home. With this in mind, this is the perfect time for retailers to be meeting the needs of shoppers who are keen to do all that they can to protect themselves and their families.
Stocking a concise core range is always a key principle for retailers, and it is particularly relevant in the current climate because shoppers are actively looking for these products in convenience stores, and are trying to minimise trips and buy as much as possible in one place. Now is the time to stock the right range and maximise your sales!
You can see the top 10 must stock household and hygiene products here.
The antibacterial trend is strong across many categories, including hand wash, hand sanitisers, and many areas of household care and laundry, with people keen to keep their homes clean and germ free. Across all categories, core anti-bacterial lines should be featured as part of an all-year-round core range. When shoppers are looking for their usual products in store, they are likely to be swayed by a product that meets their need whilst also offering additional disinfecting properties.
Where space allows, we recommend a dedicated anti-bacterial display in an area of the store with high footfall, to encourage impulse purchases. Include core lines such as hand sanitisers and antibacterial household cleaners, alongside add-ons such as antibacterial laundry cleanser and antibacterial variants of personal care items such as deodorants and hand moisturisers.
The hand sanitiser category has seen over 700% growth YoY, becoming an £8.3m category within the independents channel. Carex, the market leader in both hand wash and sanitiser has grown by +127% YoY. We recommend stocking Carex Original Hand Wash in the 250ml £1.00 PMP, and the 50ml Aloe Vera Hand Gel.
Baby wipes have many uses – they’re not just for babies. We recommend the £1.00 PMP variant of the market-leading Pampers Sensitive Baby Wipes – an essential item with a low price point encouraging impulse purchases.
The household category has seen +13% growth YoY, which has been predominantly driven by brands. Dettol has high brand recognition, and has been the fastest-growing household cleaning brand throughout the pandemic. In 2020, Dettol overtook Zoflora to become the market leading disinfectant, as well as being number one in kitchen and multipurpose. We therefore recommend having a range of Dettol products to meet different shopper needs, including Dettol Disinfectant Liquid 500ml, Dettol Surface Cleanser Wipes, and Dettol Surface Cleanser 500ml trigger spray.
On top of these key antibacterial lines, we recommend continuing to stock core lines to suit basic shopper needs, including Domestos Bleach 750ml £1.00 PMP, Fairy Original Washing Up Liquid 433ml £1.29 PMP, Flash Bleach Spray 450ml £1.59 PMP and Andrex 4 Roll Classic Clean £2.50 PMP.
For more category and ranging advice, visit DCS Sales & Distribution | Category Insight - DCS Group (UK) Ltd
 StreetBees: All markets; Homecare Dashboard, May 2020, UK
 Manufacturer Research via Calayx 2020
 Kantar – Worldpanel FMCG – Total Household excl Pet – Data 12 we/ 6 September 2020
 Nielsen – Household Cleaning -– Impulse - Value Sales – MAT: October 2020
 Nielsen – Hand Disinfectant – Impulse – Value Sales – MAT: 05.09.2020
 Nielsen – Household Cleaning – Total Market – Value Sales – MAT: 05.09.2020