Albany, NY -- (SBWIRE) -- 04/11/2014 -- The finding that such large proportions of people have noticed improvements to own-label household care products in terms of quality and selection in recent years gives grounds for optimism, as does the number of people who think further improvements would tempt them to buy more own-label versions of products. Raising awareness of what own-label has to offer and using in-store marketing to encourage trial and repeat purchasing, including through injecting more personality into ranges, will be vital for increasing sales.

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Table of Content

Introduction

Hypothesis of report
Definitions
Abbreviations

Executive Summary

Market size
Figure 1: Best- and worst-case forecast of UK retail value sales of private label household care products*, 2008-18
Decline in sales of own-label products
Household paper by far the biggest sector
Figure 2: Breakdown of UK retail value sales of private label household care products, 2013
Market factors
More households to boost household care spending
Economy picks up but savvy shopping here to stay
Companies, brands and innovation

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Private label accounts for majority of launches
Figure 3: Breakdown of new private label launches in the household care market*, by company, 2009-13
Little household care-specific advertising for own-label
The consumer
Wide variation by category in buying own-label
Figure 4: Proportion of buyers typically buying own-label versions of product, by category, February 2014
Big four grocers top destinations for own-label purchasing
Figure 5: Retailers used for purchasing own-label household care products, February 2014
Communicating benefits key to encouraging buying
Figure 6: Factors that would encourage own-brand purchasing of household care products, February 2014
Own-label stands for value for money
Improvements to own-label seen in recent years
Figure 7: Attitudes towards branded and own-label household care products, February 2014
What we think

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