A warm glow inside

zip is the number one ignition brand in Ireland

With consumers keen to cut back on expensive central heating bills, it's no surprise that the ignition sector is one of the fastest growing sectors in the household category.

Brand Central

16 October 2012

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AT A GLANCE: FUELS

Zip is the brand leader in the ignition category in Ireland*
Zip wrapped firelighters are the number one wrapped firelighter in Ireland, growing by +10% YTD*
Ireland’s total firelighter market has risen by +2.2% YTD*
68% of all Irish households have an in-house fireplace
76% of all households with a fireplace, light a fire more than three times a week and 60% light a fire daily
86% of all Irish winter fire makers use a firelighter as their fire-lighting method
Ireland has seen a +90% YOY growth in wood burning stoves
*(Source: AC Nielsen – 12 August 2012)
Firelighter sales now account for 51% of total fuel sales in Ireland
Homestead fuels account for 53% of total fuels sales within symbol groups and independent retailers
Fire logs are largest contributor to Homestead fuels’ growth, accounting for 25% of total Homestead fuel sales

As we enter into colder months, customers are increasingly looking for cost-effective ways to heat their homes. Showing the importance of making sure stock levels are continually maintained, research shows that 68% of all Irish homes have a fireplace and 76% of those households with fireplaces light their fire more than three times a week while 60% light their fires daily.

zip is the number one ignition brand in Ireland

In the past year, Ireland has seen large numbers of consumers install wood-burning stoves in their homes, with these stoves achieving +90% year-on-year growth. Convenience and ease-of-use are paramount for many consumers, with 86% of all Irish winter fire makers using a firelighter in order to achieve a roaring, heart-warming flame. As a result, the country’s total firelighter market has risen by +2.2% YTD*.

Consumers trying to keep within the confines of narrow budgets are also keen to curtail expensive central heating bills, by installing mobile heaters to quickly spot-heat a room, which is both more efficient and economical.

Zipping into first place

Standard Brands, the manufacturer 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 not only offers a wide range of fire lighting solutions, including cubed, wrapped, odourless and natural options, it also includes charcoal, firelogs and a range of ancillary products to fulfil all home fire requirements.

Zip is a clear brand leader of the solid firelighter category, with a 33% value share*. Safe, clean and easy to use, Zip’s high quality firelighters are ideal for home fires.

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. Zip believes because its firelighters are so powerful, they deliver consumers excellent value- for-money and will light fires first time, every time.

Zip is adding to its firelog range for winter 2012/13 with a unique new product – the Stove Log. This innovative new formula is 100% natural, has a burn time of up to 90 minutes and is formulated for use only in stoves. It is grown from 100% Irish Willow as its main ingredient and is manufactured in Zip’s factory in Castlebellingham, Co. Louth.

Zip continues to invest in retailer marketing activities to support its products, with well-designed and impactful merchandising units for easy display. This is helping to drive retailer rate of sale as well as build upon the strong brand awareness Zip enjoys in Ireland.

Zip, a Guaranteed Irish brand, is manufactured in Castlebellingham and available nationwide. Contact david.harrison@jaymark.ie or telephone 003531 4081400 for more information or merchandising support for the complete Zip range.

Q & A with…. Stuart McCready, country business manager, Zip

How has Zip responded to consumers’ appetite for value over the past number of years?

At Zip we believe that it is integral to our core offering to work at developing value-for-money (VFM) in a variety of different ways which include extra fill packs, GWP and price promotions.

For winter 2012/13, Zip has developed an exciting GWP promotional mechanic; a free storage tin containing individually wrapped firelighters.

Zip firelighters are powerful enough to light fires with a minimum number of cubes versus some of our lower priced competitors (branded and private-label). The consumer needs to use more of these cubes to light their fires making the actual cost to light a fire considerably higher.

How have you innovated within the fuels category to deliver greater convenience for consumers and meet their needs better?

At Zip we continually strive for excellence in both our product quality and innovation. We have a highly experienced R&D team utilising up-to-date technological advances.

This expertise has allowed us to bring innovation into the market place with the launch of a new 100% natural stove log. Zip is the first to market with a stove log with a burn time of up to 90 minutes.

Research shows that in Ireland the stove market is growing at +90% YOY. The Zip Stove Log allows loyal firelog consumers to enjoy the ambience of a real wood fire, packed into an instant light wrapper for quick and easy lighting.

Why should a retailer be listing Zip?

Zip, as the market leading firelighting brand in Ireland, sees the upcoming autumn/winter period as the key season to drive sales.

Zip will be on local radio during the winter with an interactive consumer campaign to drive footfall and sales to the nearest Zip retailer.

Zip recently undertook extensive market research to develop a new packaging design. In launching its innovative new packaging, Zip is looking to invigorate the category. By simplifying the design, the consumer has ease of navigation around the pack with core benefit messages on the front.

The Homestead fuels range includes two firelighter SKUs, in packs of 30 and 60 firelighters

What advice would you offer retailers to help drive sales in your category?

Zip works closely with all its retail partners in developing business relationships to ensure that retailers are maximising their Zip firelighter sales.

Zip routinely communicates the local weather reports and offers dual merchandising advice within both the convenience and fuel sectors in order to maximise sales potential. Generic, up-to-date planograms are available to aid retailers and we work with several leading retailers as category captains for the firelighting category.

Bringing value home

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 fuels account for 53% of the total fuel sales within symbol groups and independent retailers, while rivalling the two leading brands in Ireland.

Over 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, in packs of 30 and 60 firelighters and a 1.1kg fire log which was introduced to the range in early 2005.

Homestead fuels continue to grow at year on year. Fire logs are largest contributor of this growth accounting for 25% of total Homestead fuel sales.

Firelighter sales now account for 51% of the total fuel sales in Ireland, and Homestead Firelighters continue to grow in line with the market.

Homestead brand manager Janice Gibney is now delighted to introduce the new Irish-made Homestead Fire Log this season and said: "Our new Irish made log means our full fuels range is made here in Ireland; we are supporting local jobs and continuing to bring value home".

From left: The Flogas Superser Radiant and Catalytic heaters, exclusively available from Flogas; 041-9831041, www.flogas.ie

Cutting heating bills

As central heating costs continue to rise, retail customers will be urgently seeking cost-effective solutions to control their home heating bills. Superser heaters offer your customers the opportunity to spot-heat a room quickly and cost-effectively and demand for Superser heaters 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 www.flogas.ie.

"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," said O’Flynn.

For homeowners who want instant heat that’s both stylish and useful, Flogas supplies two very 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 them safer and it’s fitted with easy glide castors, which allows for trouble-free moving from room to room.

Clean and economical bottled gas

Flogas believes it 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.

Propane direct dealers have been reporting strong annual sales growth and many of our 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 their 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

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 nation-wide 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.

Naturally great

For retailers looking to save money on their own overheads either at work or at home, Flogas also supply natural gas to the commercial and residential natural gas market. Flogas Natural Gas offers a very competitive rate to small to medium business customers.

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