Clean sweep

Killeen continues to deliver a powerful combination of high product performance whilst remaining value for money for the consumer

It’s that time of year again when people spring clean their homes. The household cleaning market has seen many new innovations and product relaunches of late.

Brand Central

11 February 2011

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At a glance: Cleaning products

Killeen has over 120 products in its portfolio including refuse, cloths and scourers, gloves, laundry aids and aircare
Killeen is the number one player in the cleaning product and refuse sack market with a 40% share(Source AC Neilsen)
Killeen Colour Grab sheets offer 20% more sheets per pack and a lower RRP than its nearest rivals
Charmin was rebranded Cushelle in March 2010 and the iconic Koala is now the face of the toilet tissue
Cushelle is introducing a new look packaging and logo from March
Plenty’s latest results show that its volume share has grown by 2.7% year on year to 18.1%*(*Kantar value and volume market share 52 weeks ending Dec 27 2010).
The household towel market is currently worth €35m, with Plenty attracting an additional 56,000 household to the brand this year
Total fabric care (stain removers) has seen 7.8% value growth offsetting the 11.9% decline from 09/10.
Vanish remains the number one brand in stain removers with over 75% share MAT (Kantar 52 weeks 26.12.10).
Dettol remains the number one brand in multi surface cleaners
The outbreak of Swine flu has seen an increase in sales within antibacterial cleaners in recent times

The resurgence of entertaining at home has meant that people are extremely house-proud and spend more money on air care and surface cleaners than ever before. Less money in the economy means that hiring in cleaning staff or window cleaners is a rare occurrence with people buying cleaning products and carrying out the work themselves. The sector has seen positive growth over the past year. Recent flu viruses have resulted in an increase in anti bacterial products as people try to stop the spread of germs.

Killeen continues to deliver a powerful combination of high product performance whilst remaining value for money for the consumer

Keeping Ireland’s houses Killeen

Killeen is the number one player in the cleaning product and refuse sack market with a 40% (Source AC Neilsen) share of the refuse sack market and has been driving the category with innovations to satisfy all its customers’ needs.

Established in 1985, Killeen has grown to become one of Ireland’s most indigenous brands. Today, Killeen has over 120 products in its portfolio including refuse, cloths and scourers, gloves, laundry aids and aircare. Killeen continues to deliver a powerful combination of high product performance whilst remaining value for money for the consumer. The highly successful launch of Killeen Colour Grab sheets in 2009 demonstrates Killeen’s commitment to quality and value.

Killeen makes cleaning easier with a cloth and scourer to tackle any cleaning job around the house. The ever versatile ‘Kitchen Mate’ and ‘Easi Clean’ outsell all other scouring products within the category.

Killeen Colour Grab sheets and laundry aids were a continued success in 2011. Killeen Colour Grab sheets offer 20% more sheets per pack and a lower RRP than its nearest rivals while maintaining great retailer margins.

2011 will see an extensive promotional programme incorporating price promotions, sampling and demonstrations. These initiatives will be supported by eye-catching in-store POS (with images from the TV ad) to ensure high levels of product sell through.

Killeen Colour Grab sheets provide a high quality, value offering to the consumer with the full backing of Killeen’s first class, award winning sales force and a track record in increasing your profits.

Other products within the range include – Colour Run Remover, Stain Remover and Super Whitener.

Contact your Killeen sales rep for more information, visit www.killeenhousehold.ie or call Killeen Household Products on 041-9870379

Plenty of work to do

Plenty is Ireland’s number one household towel brand and latest results show that Plenty’s volume share has grown by 2.7% year on year to 18.1%*. The household towel market is currently worth €35m, with Plenty attracting an additional 56,000 household to the brand this year. Indeed 40% of all Irish households that bought household towels this year, bought Plenty*.

Morgane Salin, category marketing manager, says: “Research conducted by Kantar (52 weeks ending Dec 2010) shows that Plenty not only has the highest branded loyalty rate in the category but also accounts for over 1/5 of total household towels expenditure* so it’s very encouraging to see that our strategy of communicating to consumers Plenty’s value via its superior product benefits is resulting in maintaining our position of brand leader despite a very competitive market. Again in 2011 we will continue to deliver the ‘One Sheet Does Plenty’ messaging to ensure consumers continue to see the value in buying premium kitchen towel.”

Airwick has become the number one brand thanks to the launch of Aqua Essences attracting new consumers into the aircare category

In April 2010, the new brand icon Juan Sheet replaced the housewife duo Brenda and Audrey in new-look TV advertisements. The introduction of Juan Sheet; the sexy, Latino, cleaning superhero, formed one of the final stages of the brand’s migration from Bounty* to Plenty. The ad saw Juan Sheet saving the day by cleaning up spills with just one (or if you like, ‘Juan’) sheet of Plenty – bringing to life the brand’s key messages in a fun and creative way.

Demonstrating Plenty’s superior strength and absorbency the ad saw a housewife struggling to clean up a spill with ordinary paper towel, only to be rescued by Juan Sheet and his one sheet of Plenty. In true Latino style, Juan with a sexy swing of the hips tackled and conquered spills around the country with the help of the strong and absorbent Plenty Household Towel.
*Kantar value and volume market share 52 weeks ending Dec 27th 2010.

Reckitt Benckiser driving growth in sector

Reckitt Benckiser has many of the top selling brands for household cleaning. The company has reported strong growth in the auto dish washing market showing value growth with Nielsen reporting 1.7% growth MAT (52 weeks

Reckitt Benckiser has reported an increased consumer uptake of Finish Quantum and Quantumatic

26.12.10). Increased consumer uptake of premium offerings including Finish Quantum and Quantumatic has also occurred.

Aircare is another sector showing growth for Reckitt Benckiser. Airwick has become the number one brand thanks to the launch of Aqua Essences attracting new consumers into the aircare category.

There has also been small value growth in candles year on year.

Total fabric care (stain removers) has seen a 7.8% value growth offsetting the 11.9% decline from 09/10 and growth has been driven by new market entrants and innovative NPD such as Vanish Hygiene. Vanish remains the number one brand with over 75% share MAT (52 weeks 26.12.10).

The multi purpose cleaner category has returned to growth with +6% versus last year. Dettol remains the number one brand. The outbreak of Swine flu has seen increase in sales within antibacterial cleaners in recent times.

Cushelle – irresistibly cushiony soft

Now in its final stages of brand migration, Cushelle’s new look packaging and logo will be seen nationwide from March. Cushelle now holds a 10.1% market share* and is one of the nation’s favourite toilet tissues.

The pack re-launch is being supported with a strong marketing campaign which includes TV advertising, in-store promotions, a nation-wide road-show and on-street activation where consumers can sample the product firsthand and witness its “irresistible cushiony softness”.

Commenting on the re-launch of Cushelle, Morgane Salin, brand manager of Cushelle for SCA Hygiene Products Ireland said: “This new look forms the final stage of the migration for Cushelle and we are sure that the new packaging will be a hit with Irish consumers. Our most important focus is reassuring the consumer that the standard of our product has remained the same and is still irresistibly cushiony soft.”

In March 2010, SCA Hygiene announced a major reinvigoration of the Charmin toilet tissue brand. While the quality and standard of the product stayed the same, a new brand name was introduced along with a new brand icon. Charmin was rebranded Cushelle and the iconic Koala is now the face of the toilet tissue.

Visit cushelle.com and facebook.com/cushellekoala.
* Kantar Value Share Ending 31st Oct 2010.

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