As the frost thaws and daffodils dare to bloom, an irresistible urge to clean, scrub, and freshen up our spaces grip the nation.
It's as if the collective conscience awakens from hibernation, armed with mops and a mission to banish every speck of winter's neglect. For convenience store owners, this isn't just a seasonal quirk; it's a golden opportunity to sweep in profits.
As the season turns and the sun streams in, homes across the country prepare for their annual glow-up and with that, sales of cleaning products begin their own sparkling ascent.
Savvy shoppers, armed with to-do lists and a mission for freshness, hunt for everything from hard-working multipurpose sprays to soft-touch laundry detergents, fabric softeners, and those all-important air fresheners that call, "spring has sprung!"
For local retailers, now’s the time to roll up the sleeves and stock up not just the everyday essentials, but also the rising stars like eco-friendly products, TikTok viral ranges and clever new launches that promise to make scrubbing feel a little less scrubby.
According to NielsenIQ, household and cleaning products in the UK were indeed worth over £4.2 billion in 2023, a figure that is expected to continue growing.
And while the supermarkets may take the lion’s share, the convenience channel continues to grow its piece of the pie.
So, it is best to be wise and stock as many products in this aisle. To make everyone’ lives easier, it is better to segregate the range into different categories – dishwashing products, surface cleaners, toilet cleaners, glass cleaners, and laundry detergents.
As revealed by Matt Stanton, Head of Insight at DCS Group, the household and laundry categories are a key in the impulse channel and are worth £116 million, growing at +3.6 per cent YoY.
“The laundry and household cleaning categories are growing ahead of the total UK market, whilst the other categories are performing slightly behind,” he says.
Brand loyalty trumps in this aisle. During the last couple of years after being shaken up by Covid-19, consumers were looking for products with proven cleaning efficacy. While sanitisers flew off the shelves, people also doubled or trebled the usage of household cleaners and disinfectants.
Brands also rode the wave with the launch of new products claiming to be more efficient, like long-lasting anti-microbial and antibacterial technology.
Well, the habits are now well-formed, making the cleaning category hard to ignore.
Spray, scrub, clean
The household cleaning category is a crowded one with new launches hitting the shelves every other month. Advertisements have always been catalysts, and so is word of mouth.
It is critical to understand the worth of each sub-category so that stores of all sizes can make decisions on the shelf space given to each sub-category.
Detailing on the sub-categories, Stanton explains how laundry detergents are worth £37.1m, fabric enhancers£14.6m, household cleaning £11.2m, specialist cleaning and disinfectant is worth £13.3m, Toilet cleaner is worth £9.5m, dish care is £22.4m and air care is worth £7.9m.
He says, “We generally recommend smaller pack sizes for convenience stores, although larger packs are good for WIGIG [when it’s gone, it’s gone] deals when available.
“As space in convenience stores is often extremely limited, we recommend covering as many shopper need states as possible before doubling up on product options.
“In this way, retailers can maximise the number of happy shoppers and grow shopper loyalty, as long as they stock the top-selling SKU for each need state.”
Once all the key shopper needs are covered, retailers can expand the range into more brands and product variants, to maximise conversion and drive trade-up.
“PMPs are available on most products, and we always recommend these are they offer shoppers price confidence – particularly important during the ongoing cost of living crisis,” Stanton adds.
Some of the items listed by Stanton as must-stock in terms of laundry cleaning are Ariel, Daz and Fairy laundry gel, Persil (both bio and non-bio), Surf and Daz laundry liquid, Vanish stain remover, Ace Gentle Stain Remover liquid, Colour Catcher sheets, Dettol laundry cleanser and · Ariel, Daz and Fairy laundry gel and Dylon spray starch.
For the kitchen, retailers should stock Fairy washing-up liquid, Fairy All-in-One and Finish Power All-in-One dishwasher tablets and Finish rinse-aid.
Stocking Dettol antibacterial cleansing wipes and Cif Ultrafast Kitchen spray is also a great idea.
For toilets, customers usually look out for Flash with Bleach cleaning spray, Flash Bathroom spray, Viakal limescale remover spray, Mr Muscle Advanced Power shower spray, Mr Muscle Advanced Power window cleaner, Mr Muscle oven cleaner, Mr Muscle drain gel and Flash all-purpose cleaner.
Domestos has the highest brand awareness in this segment and is the signpost brand for the toilet and bleach category.
Recently, Domestos expanded its successful, multi-year innovation Power Foam range with the launch of Domestos Bleach Foam. This is the first product in the range to contain bleach and targets those consumers looking for a superior bleach clean for the toilet and bathroom.
The launch is supported by a strong media investment, including a TV campaign from May, as well as a high shopper investment to drive visibility into the store.
Announcing the NPD, Sophie Brooke-Jones, Unilever Home Care UK & Ireland home & hygiene lead and Home Care net revenue management lead, said, “Domestos Power Foam is our most disruptive innovation in a decade and now we are expanding our range to meet the needs of consumers looking for a superior bleach clean.
“We know that our consumers find the upside-down bottle easy to use allowing them to reach those hard-to-reach places in the bathroom like under the toilet rim, under sinks and behind taps.”
The launch continues to build on of Domestos’ multi-year innovation support, which also sees the brand’s three core Power Foam variants – Arctic Fresh, Citrus Blast and Floral Burst – reformulated to offer an improved foam with more effective cleaning power.
A few more lines to consider here are Zoflora 1-in-1 Action concentrated disinfectant (multiple scents), Cif Lemon cream cleaner, Mr Sheen multi-surface polish and J Cloth Blue all-purpose cloths.
Indulgently fragranced cleaning brand Zoflora is increasingly emerging as a popular name.
Recently, it launched its first ever specialist carpet cleaning product, Zoflora Carpet Fresh & Care Foam- a unique product delivering odour elimination, fragrance, and cleaning.
Wipe and freshen
Kitchen roll remains a staple in households, widely used for cleaning spills, wiping surfaces, food preparation, and general household chores.
However, the category has experienced a 3.9 per cent year-on-year decline in total sales value, dropping from £613m to £589m.
Penetration has also fallen for three consecutive years, now standing at 76 per cent, down from 80 per cent.
As pointed out by an Accrol spokesperson, this decline is driven by reduced brand volume and value, as well as limited differentiation among branded options, leading to a lack of new shoppers being drawn to the category.
“In response to this decline, we launched Flash kitchen roll in early 2024. The product is uniquely positioned to revitalise the category by attracting both new and inactive shoppers by bringing excitement to the household cleaning aisle,” stated the spokesperson.
“Enhancing both category penetration and cross-category sales, the synergy between Flash kitchen roll and its trigger sprays offers the ultimate cleaning solution, consistently bringing new shoppers into the category and encouraging those who might otherwise overlook kitchen rolls to reconsider their choice.”
The category’s decline has also been driven by private label performance, as shoppers take advantage of price cuts in a deflationary household paper market. However, in the past six months, there have been signs that deflation is stabilising.
Accrol spokesperson added, “We also know through our research that there are different consumer drivers when purchasing kitchen roll.
“While 45 per cent of consumers prioritise brand and quality, ongoing cost pressures have caused others to move away from brands to lower-cost alternatives.
“This presents both a challenge and an opportunity for brands like Flash, to reaffirm its value within the category.”
Flash is well-recognised and immediately associated with quality and efficacy. By leveraging brand trust, Flash kitchen roll is well-positioned to help reinvigorate the category, offering a premium solution at a competitive price point against market leaders.
As the market stabilises, brands that balance quality, convenience, and affordability will be key drivers of growth.
Since the launch, Flash kitchen roll has grown quickly. In the last 26 weeks, Flash has become the fourth-largest kitchen roll brand despite being distributed in only approximately one-third of the market.
The spokesperson continues, “We are supporting independent retailers nationwide by ensuring Flash kitchen roll is available in all major Unitas wholesalers across the country.
“To further drive awareness, we recently showcased Flash kitchen roll at the Connect25 Unitas tradeshow in March, demonstrating its value proposition.”
Flash is strongly aligned with consumer needs, driving competition within the category and offering a trusted, high-quality option.
“To accelerate growth, we’re also supporting the product with significant marketing investment in 2025, aimed at recruiting Flash loyalists and increasing shopper engagement.
“We firmly believe that shoppers shouldn’t have to wait for their next big supermarket trip to buy daily essentials, rather they should have access to great products at great prices in their local convenience stores,” adds the spokesperson.
Flash kitchen roll was voted Product of the Year 2025 in the Household Paper Category in the largest consumer-led survey of product innovation, conducted by Kantar, where shoppers assess product attractiveness, satisfaction, and development.
Chosen by 8,000 UK shoppers, this award reinforces Flash as one of the UK’s most innovative new products, giving retailers the confidence that it’s a trusted, high-quality choice for their shelves.
The Accrol spokesperson told Asian Trader, “To maximise this opportunity, we will be featuring the Product of the Year logo on pack, leveraging its strong influence on purchasing decisions.
“It’s proven that 71 per cent of shoppers are more likely to buy a product that has won, further strengthening Flash kitchen roll’s appeal and helping to drive category growth.”
A clean home only feels truly fresh when it is also smelling heavenly.
Air Wick, Febreze, Glade, and Yankee Candle are some of the top air fresheners for the home.
Statista shows that in 2023, an estimated 6.7 million people used Febreze products.
When it comes to air care sub-category, retailers must also stock Febreze Fade Defy Dual Scented Oil Warmer, Febreze Air Freshener Spray, Glade Plug-Ins Plus Air Freshener Warmer, Fresh Wave Odor Removing Gel, Caldrea Linen and Room Spray Air Freshener, Mrs. Meyer’s Clean Day Scented Soy Aromatherapy Candle and AIRBOSS Closet Dehumidifier.
Brands are seen focusing on the mental benefits too that the whole cleaning process can provide, not just the outcome. And fragrance ranks supreme in that aspect.
A great crowd-puller with an ever-increasing number of loyal shoppers, Fabulosa has seen rapid growth and increased sales in the UK convenience store market, with partnerships like those with SPAR.
Recently, Fabulosa secured a new partnership with United UK, opening doors to growth in the convenience channel across Scotland.
The move represents Fabulosa’s next milestone in this market and will accelerate the brand’s geographic expansion in convenience retail.
Notably, United UK is the first Scottish wholesaler to launch Fabulosa’s price-marked packaging range, highlighting its unbeatable value and helping to drive rate of sale for retailers in Scotland.
“The convenience sector remains a key focus for the business, and we are hugely excited to announce our new distribution agreement with United UK which will support our ambitious growth plans across the convenience market in Scotland,” said Ricky Lee, Sales Director at Fabulosa.
“We have a strong network of retail, wholesale and convenience partners that are instrumental to our continued success, and we look forward to working closely with these valued partners in 2025 to bring more Fabulosa products and fragrances to more households across the UK and beyond.”
Trends to know about
The household cleaning category is vibrant and ever-changing with a great mix of new entrants and age-old trusted names, making it imperative for retailers and store managers to stay abreast of changing trends.
Many people are still looking to save money, and the own-label products do have a role to play in convenience stores to satisfy the needs of these value-focused shoppers.
As informed by Stanton, in toilet cleaners, own label takes 33 per cent share, second only to Domestos at 43 per cent.
“In washing-up liquid, Fairy is the dominant brand with 73 per cent share, but own label makes up a further 21 per cent, so retailers can maximise sales by stocking both,” Stanton says, adding that Fairy is in growth.
In household cleaning, Dettol and Flash are the leading brands with 24 per cent and 23 per cent share respectively, while own label ranges sit in third place with 13 per cent share.
“Own label holds a much lower share in laundry, fabric conditioners, specialist cleaning and air care, as shoppers trust the leading brands to provide specialist products,” points out Stanton.
Another key thing to keep in mind for retailers apart from own label is sustainable range.
“Shoppers are still looking to save money, and throughout the cost-of-living crisis some shoppers have prioritised price over sustainability.
“The leading brands are constantly innovating to make their products better for the environment, meaning that whilst some shoppers are not necessarily choosing the dedicated eco-friendly products, the overall position is still improving,” Stanton tells Asian Trader.
The psychology of spring cleaning is fascinating and it’s not just always about tidying up. It taps into a deeper desire for control, order, and renewal. Post-winter, people want a fresh start. And that energy translates directly into shopping habits.
For example, there's a growing demand for sustainable and non-toxic cleaning solutions. Consumers are increasingly opting for products that are both effective and environmentally responsible.
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Consumer consciousness around sustainability continues to rise. In fact, according to a Mintel report, 40 per cent of UK shoppers say they are actively seeking eco-friendly cleaning products, especially those with biodegradable ingredients or refillable packaging.
Retailers should respond by dedicating a small section, maybe with even just one shelf, to planet-positive picks. Products that use less plastic, have concentrated formulas or avoid harsh chemicals are increasingly being viewed as everyday essentials, not niche indulgences.
A great option to consider here is the eco-friendly cleaning brand Astonish.
Astonish's historic cleaning paste product "The Great Household Cleaner", known as the original solution for tough stains, had been a household staple for years, thanks to its versatility and effectiveness.
In a move to hark back to its roots, Astonish last year launched a new cleaning paste, aptly named 'The Original’.
Priced at just £1, The Original’s versatility makes it suitable for a wide range of cleaning applications, from kitchen surfaces and pans to glass doors and outdoor fixtures, ideal for the millions of customers increasingly seeking multi-purpose cleaning solutions for a low cost.
Another eco-friendly product to stock in this sub-category is SySoft Luxury Bamboo Toilet Tissue by Sybron.
Partnering with eco-friendly bamboo specialist, UniGreen, Sybron has created this sustainable product with exceptional environmental properties, in response to growing customer demand.
SySoft Luxury Bamboo Toilet Tissue will appeal to Sybron’s environmentally committed customers as it is made from 100 per cent bamboo and the packaging is plastic-free.
Versatile products that can tackle various cleaning tasks are gaining popularity, offering convenience and value to users.
Products that combine efficacy with visually appealing packaging are attracting consumers who value both form and function.
Boosting sales
Even as Covid-19 fears fade to infinity, sales of household cleaners remain well above pre-pandemic levels, up by 52 per cent compared to 2019, according to industry data. The demand for antibacterial sprays, wipes, and toilet cleaners hasn’t just lingered; it’s become a habit.
In most neighbourhoods, trusty big brands still rule. So Domestos, Flash, and Fairy should be the holy trinity of convenience store cleaning aisle.
Convenience stores often treat cleaning products as an afterthought, shoving them in the darkest corner next to the out-of-date tins of beans. But smart retailers know that visibility is key.
Cleaning products, particularly around this time, should be displayed on prime shelf space. Simple tricks like grouping products by room (bathroom cleaners together, kitchen sprays nearby) can help shoppers navigate faster.
And don’t forget the power of cross-selling. Placing sponges next to washing-up liquid or anti-bac wipes near hand sanitiser can nudge customers into adding “just one more thing” to their basket.
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Shoppers have been looking to cut down bills and 2025 is likely to be the same. Introducing price promotions and combo offers can push the customers to come over the price hurdle and make the purchase.
Consider strategically cross-promoting cleaning products with other seasonal items, such as storage solutions, home organisation products, and even home decor. This creates a one-stop shopping experience for consumers and further boosts sales of cleaning products.
Consider placing the best-selling or high-margin items at eye level to attract attention and encourage purchases. Reserve lower shelves for bulk or oversized items and use the top shelf for less frequently purchased products.
Use colour coordination or themed displays to create visual appeal. Brand-block where possible, especially if the brand has stand-out packaging colour like Mr Muscle.
Play on the impulse psychology. Simple moves like putting bins near the till filled with pocket-sized anti-bac sprays can do wonders. Or keeping some NPDs on the till might coerce shoppers to try the new product.
Store owners can also tantalise shoppers’ senses by keeping this aisle smelling fresh and pleasant.
Remember when social media cleaning influencers like Mrs Hinch turned Cif into a cult sensation? Social media’s obsession with #CleanTok hasn’t died; it’s just evolved. Retailers who spot emerging trends can cash in before the big supermarkets catch on.
Shine and sparkle
Convenience stores thrive on being the ultimate pit-stop for life’s little emergencies. Adding cleaning essentials to the mix? That’s not just smart business rather it’s a public service.
Spring cleaning isn't merely a chore; it's a cultural ritual that sweeps the nation. Spring cleaning isn’t just about elbow grease anymore but it’s become a ritual of renewal.
Consumers are motivated to detox their homes, and in the process, they’re more open to discovering new products that promise speed, sparkle, and sustainability.
From all-purpose power sprays to niche gadgets and fragranced disinfectants, shoppers get curious, try-something-new mood when it comes to cleaning. So, it is wise to stock the new launches alongside bestsellers and cleaning tried and trusted heavyweights.
For convenience stores, it's an annual window to dust off sales strategies and shine in the community. By stocking the right products and employing savvy marketing tactics, your store can become the go-to spot for all things clean.
And lastly, do not treat cleaning products as a boring necessity. They are a basket-boosting, profit-polishing goldmine, if you stock smartly, display wisely, and tap into what your customers actually want, it is bound to boost sales.
After all, in a world where Brits still panic-buy loo roll at the first hint of a snow forecast, hygiene and household cleaning is one category that’s always got a little extra sparkle left in it.
