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Top 20 Most Popular Household Care Brands In Europe

By Steve Wynne-Jones
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The recent Kantar Brand Footprint report showcased the most-chosen grocery brands across Europe, based on their Consumer Reach Points (CRP), penetration, and frequency.

Building on from that, in this article, we explore the top 20 most popular household care and home care brands in Europe, as outlined by Kantar's Brand Footprint data for 2022.

The Top 20 Household Care Brands In Europe: Kantar

2022 Rank Brand CRP (M) Pen 2022 Frequency 2022
1 Fairy 228.0 29.6 3.7
2 Lenor 198.0 26.3 3.6
3 Finish 123.0 24.1 2.5
4 Ariel 106.0 20.3 2.5
5 Domestos 98.0 14.5 3.3
6 Glade 84.0 14.2 2.9
7 Bref 80.0 15.3 2.5
8 Ace 79.0 10.2 3.7
9 Air Wick 77.0 14.1 2.7
10 Tempo 76.0 11.5 3.2
11 Persil 75.0 14.5 2.5
12 Zewa 74.0 9.1 4.0
13 Foxy 73.0 9.5 3.7
14 Cif 72.0 17.4 2.0
15 Comfort 67.0 7.3 4.5
16 Regina 60.0 9.0 3.2
17 Duck/Pato/Canard 59.0 12.8 2.2
18 Frosch 58.0 7.5 3.8
19 Vanish 58.0 13.3 2.1
20 Spontex 58.0 14.2 2.0

1. Fairy

Ranking first with a CRP of 228 million, Procter & Gamble-owned Fairy is a household name when it comes to dishwashing.

2. Lenor

A leading brand in fabric softeners and laundry care, Lenor secures the second position with a CRP of 198 million.

3. Finish

Specialising in dishwasher detergents and additives, Reckitt-owned brand Finish ranks third with a CRP of 123 million.


4. Ariel

Known for its laundry detergents, Ariel takes the fourth spot with a CRP of 106 million.

5. Domestos

A trusted brand in household disinfectants and cleaning products, Domestos ranks fifth with a CRP of 98 million.

6. Glade

Known for its air fresheners and home fragrances, Glade secures sixth position with a CRP of 84 million.

7. Bref

Renowned for its toilet bowl cleaners and hygiene solutions, Bref, owned by Henkel, claims seventh spot with a CRP of 80 million.


8. Ace

Stain remover and laundry detergent brand Ace, which is owned by Procter & Gamble, ranks eighth with a CRP of 79 million.

9. Air Wick

Offering a wide range of air fresheners and essential oils, Air Wick takes ninth position with a CRP of 77 million.

10. Tempo

Known for its facial tissues and paper products, Tempo rounds off the top ten with a CRP of 76 million.

11. Persil

A leading laundry detergent brand, Persil claims eleventh position with a CRP of 75 million.


12. Zewa

Renowned for its tissue and paper products, Zewa, which is part of the Essity stable, ranks twelfth with a CRP of 74 million.

13. Foxy

Known for its toilet paper and hygiene products, Italian brand Foxy secures thirteenth spot with a CRP of 73 million.

14. Cif

Household cleaning brand Cif, which is manufactured by Unilever, ranks fourteenth with a CRP of 72 million.

15. Comfort

Specialising in fabric conditioners and laundry care, Comfort takes fifteenth position with a CRP of 67 million.


16. Regina

Regina secures sixteenth spot with a CRP of 60 million. Known for its paper towels and kitchen products, Regina is owned by Sofidel.

17. Duck

Bathroom cleaner Duck, known as Pato or Canard in various regions, ranks seventeenth with a CRP of 59 million.

18. Frosch

Known for its eco-friendly cleaning products, Frosch claims eighteenth position with a CRP of 58 million. The brand is particularly popular in German-speaking countries.

19. Vanish

Specialising in stain removers and laundry additives, Vanish, which is owned by Reckitt, ranks nineteenth with a CRP of 58 million.

20. Spontex

Rounding off the top 20 is Spontex, with a CRP of 58 million. Known for its cleaning and household products, Spontex is owned by Newell Brands.

About The Methodology

The Brand Footprint rankings reveal the brands that are winning at that ‘moment of truth’, indicating the number of times that they are chosen by shoppers. Independent of revenue, it exposes the decisions that consumers are making at the point of sale. The consumer reach points (CRPs) of each brand are calculated by multiplying three metrics: the household population, penetration, and consumer choice. CRPs are Kantar’s measure of ranking the most successful brands by the number of times that they are chosen by consumers throughout the year.

Note that all CRP figures shown measure millions of consumer reach points – i.e. a CRP of 150 would indicate 150 million consumer reach points.

For the complete list of most-chosen brands across Europe, log on to

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