Kantar Worldpanel: Toiletries

Data: 12 weeks ending May 17, 2010 vs 2009

Expenditure £1.262bn +2% Up
Number of units £631.25m +1% Up
Average selling price £2.00 +1% Up

  • The sector continued to achieve quarterly value and volume growth
  • The grocers –primarily Asda and Morrisons – continued to grow share
  • The average selling price rose
    once again
  • Boots, Superdrug and Wilkinson all gained in share
Retail Sector Share £%
52 w/e
4 Jan 2009
52 w/e
3 Jan 2010
Total 5757.2
Total Multiple Grocers56.757
Total Hard Discounters1.71.6
Other Mult/ Co-op/ Indep Grocers1.8 1.6
Total Non Grocers4342.8
Total Chemists23.923.6
Total Drugstores9.99.8
Total Other Non Grocer9.29.4

Product Trends

Bathroom Toiletries, £532m, +0.9% year-on-year)

Winners: Skincare, Sun Preps and Talcum Powder

Losers: Body Sprays, Bath Additives and Deodorants

Haircare (£265.200, +3.3% year-on-year)

Winners: Hairsprays, Hair Colourants, and Conditioners.

Losers:Shampoo and Home Perms.

Oral Care (£182.845, +1.8% year-on-year)

Winners: Moisturisers, Clinique, Clarins, Lancombe, Dermalogica, Biotherm

Losers: Estee Lauder, Geurlain, Guinot

Other Toiletries (£204.110m, +5.4% year-on-year)

Winners: Razor Blades, Incontinence products and Cotton wool

Losers:Moist Wipes


Kantar Worldpanel Toiletries measures the purchasing habits of 15,000 demographically representative British households