The household cleaning and laundry category continues to experience booming sales having recently reported its fifth consecutive year of growth to deliver annual sales in excess of £5.9bn in the UK. As the number one global cleaning products supplier, Reckitt Benckiser continues to lead this strong category performance securing over 38% of sales within the sectors it operates in.
Household cleaning and laundry products now account for over £33m in annual sales across ICC with products from the Reckitt Benckiser portfolio including Airwick, Cillit Bang, Dettol, Finish and Vanish continuing to meet the needs of convenience shoppers. Increasingly consumers are demanding multi-functional products to make their life easier and trust Reckitt Benckiser’s portfolio of leading brands to deliver a quality product and protect their homes against germs.
SHS Sales and Marketing have been working in partnership with Reckitt Benckiser across Great Britain and Northern Ireland from 2004 to advise and guide convenience retailers on the optimal range of household and cleaning product to stock in store to meet the needs of consumers and maximise profit opportunities. SHS Sales and Marketing have consistently delivered market leading contact strategies across the ICC and consequently have contributed to significant sales growth within the channel.
SHS Sales and Marketing have delivered impressive results across the Reckitt Benckiser portfolio including a 13% sales increase across the range by giving focus to extending distribution on the core products. The SHS team have also supported the development and launch of new products through targeting activity and driving visibility which has resulted in an additional £1m being added to the Reckitt Benckiser portfolio. These results have proved extremely valuable in providing insight and feedback which has been incorporated into joint strategic planning between the brand-owner and key accounts.