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