Shoppers cut spending on toiletries by £240million in a year by switching to cheaper own-brands
- Research shows budget conscious Brits are choosing cheaper items at shops
- Own label care products now makes up almost a quarter of the category
- Kantar data found sales increase in deodorant, toothpaste and toothbrushes
Shoppers cut spending on toiletries by £240million in a year by switching to cheaper brands, research shows.
Trade magazine The Grocer reported said sales of famous name products are falling in the face of rising inflation.
Data suggests 184.6million fewer personal care packs have been scanned through the tills at High Street giants over the last year.
Kantar found that liquid soap has slumped by £92.7 million, skincare by £51 million, bath and shower products by £32.1 million, hair colourant by £29.1 million, conditioner by £19.7 million and shampoo by £16 million – a total of £240.6 million.
Data suggests 184.6million fewer personal care packs have been scanned through the tills at High Street giants over the last year (file image)
The only products to enjoy sales increases were deodorant, toothbrushes and toothpaste – with rises of £25.3 million, 11.6 million and £4.4 million respectively (file image)
The only products to enjoy sales increases were deodorant, toothbrushes and toothpaste – with rises of £25.3 million, 11.6 million and £4.4 million respectively.
The report shows that brands have seen spend losses of £186 million while own label has seen declines of just £13.6 million. And it means own label now makes up almost a quarter of the category in volume terms.
The study says that, looking at average prices, it is easy to see why many shoppers are switching to own-label toiletries. Across the personal care category, own-label comes at an average of £1.42 per pack while brands stack up at £2.39.
Kantar client executive James Henson told the magazine: ” It has been a difficult year for the toiletries category. We are seeing own label outperform brands across toiletries as shoppers use trade downs as one of their coping strategies.”
The Grocer said: ” As inflation rates rise yet higher and energy bills hit home, value lines could yet take brands to the cleaners. “
Source: Read Full Article
