Fairy Laundry

As the fourth biggest laundry brand in the UK, Fairy still trails 24 places behind the third largest – Ariel, positioned at 28.

However, its performance was reasonably strong in the context of the laundry category in 2007, and npd centred around consumer interest in 'natural' products helped the brand to achieve its 5.6% sales uplift.

In spring 2007 Procter & Gamble (P&G) launched Fairy Naturals Fabric Softener with Almond Milk and Honey, backed by a multi-media marketing campaign including TV and print advertising, which P&G said would “help retailers leverage the increasing consumer demand for more natural products”.

According to Paul Lettice, P&G's trade communications
manager: “There has been a significant change in Consumers' attitudes towards a more natural lifestyle.”

2007 £109.7m
2006 £103.9m
yoy change 5.6%