Plenty rallies against shrinking market
Household towel brand Plenty has subverted declines in the overall market, growing 8.5 per cent over the past 12 months.
The household towel sector is currently worth £339m, declining 1.1 per cent year-on-year.
However, despite the trend, Plenty has revealed it has added an extra £7.6m to the category in the last 52 weeks.
As its highest investor, SCA-owned Plenty said it has an ambition to grow the category by changing the way consumers perceive household towels, and increasing consumption.
With 355,000 incremental households already buying into the brand in the last 52 weeks, Plenty said the strategy is set to drive both brand and category growth for the remainder of 2015 and into 2016.
With the party season nearly upon us, Plenty The Original One is a must-stock item, ideal for a range of tasks from spills to food preparation, making it the perfect tool in the home.
For families who use lots of household towels, Plenty The Fat One is ideal. The roll needs changing less often thanks to 50 per cent more sheets on a roll versus Plenty The Original One.
Stocking bigger pack sizes such as Plenty The Fat One and Plenty The Big One is a great option for convenience retailers if they want to utilise limited shelf space.
These products have a higher price per roll value, making them more profitable than standard-sized products.
In April, Plenty extended into the cleaning wipes sector with the launch of Plenty Easy Clean Wipes, a household cleaning tool for the entire home. Shoppers can choose between; Multi-Purpose, which are versatile in use for a variety of tasks around the home, Anti-Bacterial, which kills 99.9 per cent of bacteria; and Bathroom, for a hygienic and easy cleaning solution.
With a patented PerfectSeal™ dispenser, the sheets stay moist for longer, ensuring that the last wipe is as effective as the first. Each dispenser features an attractive design so it can be on-show around the house, meaning a sheet can easily be picked up whenever it is needed. Shoppers can buy re-fill packs of wipes separately.
From sofa to store, the launch will be supported with a £2 million market investment, including a new television campaign and digital activity. The TV ad, featuring Plenty’s brand icon Juan Sheet, launched in July.
