Kantar Worldpanel: Toiletries

Data: 12 weeks ending July 11, 2010 vs 2009

Expenditure £1.34bn +2% Up
Number of units 660.74m +1% Up
Average selling price £2.03 +1% Up

  • While multiple grocers continued to gain market share, driven by Morrisons and Sainsbury’s, Asda underperformed in the category
  • Boots’ share remained steady and Superdrug recovered from share loss earlier in the year
  • Branded sales and non-promoted sales continued to drive growth
  • Higher value per item markets, such as razors, styling products, hair colourants and hairspray, performed well
Retail Sector Share £%
12 w/e
12 July 2009
12 w/e
11 July2010
Total Grocers57.257.8
Total Multiple Grocers5757.6
Total Hard Discounters1.71.6
Other Mult/ Co-op/ Indep1.71.6
Total Non Grocers42.842.2
Total Chemists23.523.2
Total Drugstores10.19.9
Total Other Non Grocer9.29.1


Kantar Worldpanel Toiletries measures the purchasing habits of 25,000 demographically representative British households