Firing up sales
With the winter months approaching, don’t be left out in the cold when it comes to ensuring you offer a convenient, easy to use ignition range that offers heart-warming value for money, writes Gillian Hamill
Print13 October 2014
AT A GLANCE: FUELS
- Zip is the brand leader for the ignition category in Ireland*
- Within total grocery, ignition is important, now ranking as number two in the household category*
- Bord na Móna is the largest supplier of solid fuel in Ireland
- Zip wrapped firelighters are the number one wrapped firelighter in Ireland growing at 14% year-to-date (YTD)*
- Zip Croí Na Tine firelogs were the only logs to grow in both value by +11% and volume by +53%*
- Total ignition is down 13% MAT due, in main, to the exceptionally mild winter*
- Homestead Firelighters account for approximately 53% of the total firelighter sales within symbol groups and independent retailers
- In a recent study**, 60% of consumers said they preferred the comfortable Cricket lighter shape against other alternatives and also rated its ease of lighting as best overall
*(Source: AC Nielsen – MAT 15 June 2014)
**(Source: www.adhocresearch.com March 2013)
Fuel is an important category within total grocery, and is currently the second biggest sector within household. This is the case due to the fact that 68% of all Irish households have an in-house fireplace. What’s more, research shows that 76% of all households with a fireplace, light a fire more than three times a week and 60% light a fire daily. When it comes to fire lighting methods, 86% of all Irish winter fire makers use a firelighter and 60% of winter fire makers use coal or peat fuels. Nielsen research shows total ignition is down 13% MAT due mostly to an exceptionally mild winter. However as we start to come into the colder months, consumers will be looking for convenient, cost-effective methods in-store to help them keep warm and toasty.
Zipping ahead
Zip, Ireland’s number one firelighter, offers a range of products that are safe, reliable, convenient and easy to use
Zip, Ireland’s number one firelighter, is the clear brand leader of the solid firelighter category. Safe, reliable, convenient and easy to use, Zip’s high quality firelighters are ideal for all home fires.
Standard Brands, manufacturers of Zip, invented the domestic kerosene firelighter back in 1936 and today Zip is the most recognised and trusted brand in the ignition sector. Zip’s comprehensive range offers a wide range of fire lighting solutions, including block, wrapped, firelogs and a range of ancillary and charcoal products to fulfil all home fire requirements.
In total, 68% of all Irish households have a fireplace and 76% of all households with a fireplace light a fire more than three times a week. The fuels used to make fires in Irish homes are notoriously hard to light and that is why Zip has designed all of its products to work fast and efficiently with all fuel types, such as peat, anthracite coal and wood. As Zip’s firelighters are so powerful, they deliver consumers excellent value for money, and will light fires first time, every time.
Zip firelighters are made in Ireland, for the Irish consumer. Zip is supporting the Irish economy by continuing to manufacture its firelighters in Castlebellingham with 90% of the ingredients being sourced locally. Zip firelogs, including Croína Tine, are the only firelogs which are wholly manufactured in Ireland, providing Zip consumers with a real Irish fire, every time. Zip is proud to support the Guaranteed Irish brand and promote the Zip Irish heritage.
Zip puts innovation at the forefront of its agenda and only launches new products which adhere to the inherent core strengths of the brand – safe, reliable, convenient and enjoyable.
For autumn and winter 2014/15, Zip will be launching a unique, first to market, super-sized wrapped firelighter, Zip SuperStarter. This is Zip’s most powerful firelighter, ever. The SuperStarter burns for 28 minutes, which is up to 50% longer than the current wrapped product and ‘lights a fire first time, every time’. Its unique proposition is “one cube = one fire”.
With powerful and long burning capabilities, the brand states just one SuperStarter can light damp coal as well as wet or unseasoned wood. The wrapper around the large cube ensures that consumers’ hands stay clean and smell free. Just one match to the edge of the wrapper will ignite the firelighter, where it will focus the heat directly onto the fuel so that there is no need for kindling wood and a warm, cosy fire will be ready in no time.
Zip continues to lead the way through innovative product development and is the brand leader for the category, growing value share in all segments (Source: AC Nielsen – MAT 15 June 2014).
Zip continues to support the brand with a long term integrated marketing support campaign. Focusing on the ‘Come home to Zip – a real Irish fire’ insight, there will be six months of marketing activity. This will include radio advertising focusing on logs, firelighters and the new SuperStarter firelighter along with outdoor six sheets and tactical trolley handles. In-store merchandising units are being deployed to support the marketing campaign to highlight the Zip brand and products in-store. 2014 sees the return of Zip onto TV with a targeted campaign on TV3 during the Downton Abbey series. Further TV support will continue up to Christmas.
Zip, a Guaranteed Irish brand, is manufactured in Castlebellingham. Available nationwide. Contact ODelamere@tandr.ie or telephone 0035316250652 for more information or merchandising support for the complete Zip range.
*(Source: AC Nielsen – 16 June 2013)
Coming home to Homestead
The Homestead fuels range consists of two SKUs of firelighters, 30s and 60s and a Homestead Fire Log
After the launch of the Homestead brand in 1986, the firelighter range quickly became a stable product within the brand’s portfolio, generating considerable sales in this category.
It is estimated that Homestead Firelighters account for 53% of the total firelighter sales within symbol groups and independent retailers, while rivalling the two leading brands in Ireland.
Approximately 70% of households have open fires and the ignition sector is one of the fastest growing sectors in the household category.
The Homestead fuels range consists of two SKUs of firelighters, 30s and 60s and a Homestead Fire Log which was introduced to the range in early 2005.
With the increase in trading of fire logs in the Irish market, a full review of the Homestead promotion plan has taken place which has resulted in an increase of investment in the Homestead Fire Log which will mean deeper more frequent promotion activity in line with the market.
Homestead brand manager Janice Gibney is delighted to come to the table with this increased investment which will still give retailers the healthy margin they know and love from Homestead while continuing to bring value home to its consumers.
Even more ways to light a roaring fire
For over 80 years, Bord na Móna, the largest supplier of solid fuel in Ireland, has led the way in designing an innovative and convenient range of quality fuel solutions for Irish consumers. At the heart of the Bord Na Móna range is its authentic Irish Peat Briquette, bringing comfort and magic into Irish homes for many years. Today the company offers a broad range of coal and smokeless coals designed to meet a wide range of fire performance needs. These coals, under the brands of Bord Na Móna, Black Diamond and Suttons, are widely available and deliver on the high quality associated with the brand.
The new Bord na Móna Stove Log creates an instant real fire which has been specially designed for stoves
This season the group continues to drive innovation in the solid fuel category, introducing its premium quality Kiln Dried Hardwood range, sourced from fully sustainable woodlands. Products include Kiln Dried Hardwood Logs in a convenient carry-home pack and a larger 400kg crate format, as well as Kiln Dried Kindling in 3kg and 5kg packs.
The Bord na Móna Kiln Dried Hardwood Logs have a moisture content of less than 20%, compared to much higher moisture levels for air dried wood. What this means is that kiln dried wood burns hotter, burns for longer, has lower ash, lower tar and creosote build-up in the chimney, sparks less and is ideal for stoves and also suitable for open fires.
Another new product to add to Bord na Móna’s extensive stove fuel range, including its premium stove coal, is the new Stove Log – an instant real fire which has been specially designed for stoves. Ireland has witnessed a massive increase in stove penetration throughout the country, and Bord na Móna believes its Stove Log provides the perfect solution. The new products complement Bord na Móna’s existing convenience range of firelighters and fire starters as well as longer lasting convenience products such as the Eco Logs, available in an eight pack and 16 pack.
Heat is on with new all natural firelighters
Maguire & Paterson has developed an all-natural, clean, efficient, odour free fire starter cube
For Maguire & Paterson, Ireland’s leading match brand, innovation is a burning force that has resulted in the company developing an all-natural, clean, efficient, odour free fire starter cube.
The firelighters, made with wood pulp that has been tanalised with a special vegetable oil wax, provide a longer lasting lighting performance. Odourless due to the fact that they are ‘kerosene’ free, the firelighters have proven to be as effective as white ‘kerosene’ firelighters but without any of the negative effects. The new, modern packaging reflects the versatile nature of the product which is ideal for using in hearth fires, wood burners, BBQs and camp fires.
It is estimated that around 70% of Irish households have a fireplace and the ignition sector is becoming one of the fastest growing sectors in the household category. These firelighters are currently enjoying success in many European markets and the product will make a distinctive and exciting addition to the SHS Sales & Marketing portfolio of premium household products. As the winter starts to creep in, the brand advises retailers to share in the warmth of Maguire & Paterson as it brings a glow to homes across Ireland.
The launch is supported by a trade and consumer promotional programme, as well as strong in-store point of sale displays. For optimal display options, the all-natural firelighters are available in fully branded FSDUs. Boasting a unique bag format, 60 cubes are included in each consumer pack.
For more information or for sales enquires, contact SHS Sales & Marketing Tel. 01-401 6200 or email: info@shs-sales.ie.
Providing the brightest spark for over 50 years
All Cricket lighters undergo more than 100 tests before being released to the market
Known worldwide for their quality, safety, and design, Cricket lighters are the oldest brand of disposable lighters still manufactured today. When launched in 1961, it was the first of its kind in the world and today some 200 million customers across more than 140 different countries place their trust in Cricket’s iconic and reliable lighters.
The brand’s continuous product development has resulted in it becoming one of the world’s safest disposable lighters. Both the products and the production process are quality certified by ISO and all lighters undergo more than 100 tests before they are released to the market.
Manufactured in Europe, Cricket’s disposable lighters not only meet stringent international regulations, it exceeds and often redefines them.
Cricket was the first in the world to introduce child-resistant lighters in 1993 and for a long time, was the only disposable lighter manufactured in self-extinguishing nylon. It remains one of the few disposable lighters manufactured in nylon giving a thinner casing, lighter weight and more gas for its users.
In a recent study*, 60% of consumers said they preferred the comfortable Cricket lighter shape against other alternatives and also rated its ease of lighting as best overall.
In the local market, SHS Sales and Marketing Ireland has managed Cricket’s popular range of electronic and sparkwheel lighters for many years. For more information about Cricket’s range, POS or for sales enquires please contact SHS Sales & Marketing Tel. 01-401 6200 or email: info@shs-sales.ie
*(Source: www.adhocresearch.com March 2013)
A consistent bestseller with style
The Flogas Superser Catalytic (on left) and Radiant heaters, exclusively available from Flogas
As central heating costs continue to rise, retail customers will be urgently seeking cost-effective solutions to control their home heating bills. Superser heaters are a consistent bestseller because they offer your customers the opportunity to spot-heat a room quickly and cost-effectively and demand for Superser heaters is likely to be this strong this winter. “We are urging retailers not to be caught out and stock up on Superser heaters to meet the potential demand,” said Eoin O’Flynn of Flogas Ireland, the exclusive distributor for Superser in Ireland and the UK.
Retailers who want to stock up on Superser mobile heaters for the winter months should contact Flogas, the exclusive Superser distributors, on 041-9831041 or at www.flogas.ie.
Mobile heaters
“Flogas Superser heaters are the perfect solution for cost-conscious customers looking to control their heating bills. They are extremely useful as an instant, economic and portable way to ‘spot-heat’ a room quickly, as many customers find it far cheaper than turning on the central heating for an hour or two,” says O’Flynn.
Flogas supplies two contemporary looking and stylish mobile heaters, the Superser Radiant and Superser Catalytic. In particular, the Superser Catalytic burns without a flame and has lower touch temperatures, making it safer and it’s fitted with easy glide castors, which allows for trouble-free moving from room to room.
Flogas is very much a fuel for today. Flogas cylinders are a familiar sight at retail outlets throughout the country. The butane cylinder is a clean and economical choice for consumers and is hard to beat as a low cost, versatile energy package.
Bottled gas
Propane direct dealers have been reporting strong annual sales growth and many of the group’s customers want the benefits of gas in the home for fires and cooking but are either not on the natural gas grid or don’t want to go through the hassle of changing, so find propane cylinders in a discreet corner of their back garden a very practical alternative.
Flogas was the first company in Ireland to introduce the Securiseal (gas cylinder seal) for propane cylinders, once again proving total commitment to its bottled gas brands. Similar to the butane seal, the Securiseal is a solid, tamper-proof cylinder seal made from a resilient polyethylene material of the highest quality – far superior to other shrink-wrapped bottled gas seals currently on the market.
Nationwide distribution and natural gas available
Flogas has an excellent distribution system, with maximum coverage. The company has three marine gas terminals, at Drogheda, Cork and Belfast, and a land terminal at Ballyhaunis. Flogas operates a nationwide network of distributors who fill cylinders and deliver bottled gas to dealers in their area. Distributors are strategically located all over the country to ensure constant and speedy delivery of bottled gas – even in winter on the cold, icy roads, when demand for bottled gas is high.
A nationwide network of Flogas aftersales personnel are on 24-hour call for appliance repairs and maintenance.
Flogas supports all its products and services and plans through innovative dealer promotions, excellent point of sale material, targeted advertising and public relations. For further information on Flogas products and services, contact 041-9831041 or visit www.flogas.ie.
For retailers looking to save money on their own overheads either at work or at home, Flogas also supplies natural gas to the commercial and residential natural gas market. Flogas Natural Gas offers a very competitive rate to small to medium business customers.
Q & A with…
Stuart McCready, Ireland country manager, Standard Brands
The fuel category is hugely competitive. How do you differentiate your products in such a crowded marketplace?
Zip has always been recognised by consumers as a premium firelighter, which is both safe and reliable, that lights “first time, every time” and as such is the branded firelighter of choice for every ignition occasion. Zip offers the longest burning firelighters on the market and these are unrivalled by our competitors. With the launch of the Zip Superstarter, Zip’s most powerful firelighter ever, Zip will continue to be top of mind for consumers.
You have recently appointed a new distributor Tennant & Ruttle. What do you hope to gain from this new partnership?
Standard Brands has placed distribution with Tennant & Ruttle from 1 September this year. We are looking to maximise T&R’s relationships and significant presence in the forecourt and symbol sectors. This is an area of large growth in the ignition category and we want to provide even better consumer access to the Zip brand.
Are there plans for any new products in the pipeline?
This season sees Zip launch the longest burning firelighter, ever. The Zip individually wrapped SuperStarter will burn for 28 minutes meaning one cube = one fire. The SuperStarter will become the hero product in the Zip firelighter range and has stand out presence on shelf with new gold and silver packaging. SuperStarter was introduced in September.
What advice would you offer retailers to help drive sales in your category?
The key selling period for retailers is October through to March. Off-shelf displays and well merchandised shelves are key during this period. Zip will also be running an extensive integrated marketing campaign during the autumn/winter months to help drive sales for retailers.
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