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Top 20 Most Popular Household Care Brands In Europe

By Steve Wynne-Jones
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Top 20 Most Popular Household Care Brands In Europe

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.

In January, Procter & Gamble reported second-quarter net sales of $21.4 billion (€19.7 billion), an increase of 3% compared to 2023. Procter & Gamble noted that organic sales in its Home Care division increased by 'high single digits' in the period.

2. Lenor

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

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Lenor is also owned by Proctor & Gamble and was first launched in Germany in 1963. It was the first brand to introduce 'scent bubble' technology, in 1998, whereby perfume accords are encapsulated into bubbles.

3. Finish

Specialising in dishwasher detergents and additives, Reckitt-owned brand Finish ranks third with a CRP of 123 million. Finish is sold in more than 70 countries.

In February, Reckitt reported full-year adjusted operating profit of £3.37 billion (€3.9 billion), down from £3.44 billion (€4 billion) the previous year, a performance that CEO Kris Licht described as "unsatisfactory".

4. Ariel

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

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Owned by Procter & Gamble, Ariel first came to market in 1967. Ariel Colour arrived in 1992, offering consumers a bleach-free, colour-friendly option for their laundry needs.

Last September, data from France indicated that shoppers were purchasing fewer personal hygiene and household products amid increased prices, with brands like Ariel laundry detergent and Unilever's Dove brand being swapped out for private-label items.

5. Domestos

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

Global giant Unilever acquired Domestos in 1961, while in the past decade, Domestos has seen its business double. The brand's portfolio includes bathroom sprays, kitchen products and floor cleaner, as well as its core range of toilet cleaners.

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In 2020, Unilever announced plans to 'transform' the sustainability credentials of its cleaning and laundry brands, including Domestos, as part of its 'Clean Future' programme.

6. Glade

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

Glade is owned by SC Johnson, which operates brands in categories such as air care, pest control and shoe care, as well as professional products.

7. Bref

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

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In March, Henkel reported organic sales growth of 4.2% in its 2023 financial year, with group sales amounting to €21.5 billion.

The consumer goods giant reported that adjusted operating profit for the period was €1.12 billion, up from €910 million in full-year 2022.

8. Ace

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

Ace offers a range of stain removal products. The brand employs a sustainability team to explore ways to deliver sustainability without compromising on cleaning results.

9. Air Wick

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

Air Wick was first launched in 1943, as one of the first brands dedicated to air care. It is now sold in over 78 countries.

10. Tempo

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

Tempo is owned by Swedish company Essity, which recently reported EBITDA of SEK 4.86 billion (€430 million) in the last quarter of 2023, up from SEK 4.11 billion (€360 million) for the same period in 2022.

In January, Tempo celebrated its 95th anniversary, and is a leading brand in the field of handkerchiefs in Germany, Austria and Switzerland.

11. Persil

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

Developed in 1907, Persil is owned by Henkel, and was the world's first automatic detergent.

Henkel's Consumer Brands division, of which Persil is part, reported organic sales growth of 6.1% in full-year 2023, boosted by price increases.

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.

The brand is committed to reducing waste in its product line – the packaging it uses for Zewa hygiene paper is recyclable and consists of over 50% recycled plastic.

13. Foxy

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

Foxy has a strong commitment to sustainability in its manufacturing, with the electrical energy used to produce all Foxy products hailing 100% from renewable sources.

14. Cif

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

The brand was first launched in 1969 and is now sold in more than 60 countries around the world.

In 2019, Unilever introduced a 'Cif ecorefill' SKU in the UK. This product contained a liquid that was 10 times more concentrated, aimed at reducing plastic usage.

15. Comfort

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

Comfort is owned by Unilever and was launched as the first fabric conditioner in the UK back in 1969.

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.

Established in 1966, Sofidel Group is one of the world’s leading manufacturers of tissue paper solutions. Last year, the Sofidel brand partnered with hardwood pulp producer Suzano on a project aimed at promoting environmental conservation and restoration in the Amazon region of Brazil.

17. Duck

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

Duck is owned by SC Johnson.

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.

Frosch was established in Germany in 1986. The brand uses recyclable materials and 100% recycled plastic packaging.

19. Vanish

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

It is estimated that Vanish is used in 63 million households in over 70 countries.

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.

Spontex was established in France in 1932.

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 www.kantar.com/campaigns/brand-footprint.

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