[Solved] Straighten Out Messy Contact List
Posted: Mon Mar 12, 2018 11:52 am
A major effort is being made this year to establish the moist toilet tissue market in the UK. Mike Dennis reports that both Jeyes and Scott are launching heavyweight campaigns to promote the Hakle and Andrex Moist brands.
THE LAUNCH by Scott of its Andrex Moist toilet tissue brand has sparked major activity in what has been an underdeveloped market sector.
Industry estimates put the value of the UK moist toilet tissue market at just [Pounds]4m in 1991 and yet Andrex Moist is being supported by a 2m [Pounds] launch programme, while Jeyes is rolling out a lm [Pounds] TV advertising campaign over the next few months.
The AGB Superpanel gives the six-month household penetration of moist toilet tissue at only 2.1% but both Jeyes and Scott see that growing - in very much the same way that the market has developed in other European countries.
Northern Europe leads the moist toilet tissue market, with Germany the largest single market worth 14m [Pounds]. There it is growing at 21% a year with 12% of consumers using moist toilet tissues every day-Click Here.
"It is absolutely vital for Andrex Moist to establish itself as an everyday product," says brand manager Fiona George. "We could have positioned it in a clinical way but this would have put people off."
The moist toilet tissue market originated in Germany about 12 years ago, but it took off in the UK only in 1988 when Jeyes took on the distribution of Hakle Moists. Currently, there are three brands on the market, which is growing at around 15% a year - Hakle, Andrex Moist and Freshtex. Until the April launch of the Andrex brand, Hakle had an 80%-plus share of the market.
Jeyes expects the market will see "explosive growth" over the next two or three years. "With new entries like Andrex, the growth of the market can be even further accelerated," the company says.
Ms George says the major retailers are expected to enter the sector with their own-label brands within a couple of years once the market has become more mature.
Scott expects the household penetration to reach 10% within five years and that will give a market value of around 35m [Pounds] or about 5% of the Best flushing toilet medium tissue market.
Moist toilet tissues are not seen as an alternative to ordinary toilet paper but are designed to be used after toilet tissue - or, as Scott describes it, after "longer visits" to the loo!
Scott looks at the mouthwash market as an example of what might happen to the moist toilet tissue sector. Mouthwashes have grown to be a 50m [Pounds]-plus category by addressing the growing consumer interest in personal care and the company's research and experience around the world - particularly in the US with its Scott Sofkins brand - shows there is an equivalent interest in moist toilet tissue.
The Andrex Moist is a hypoallergenic tissue and Fiona George says its benefits include its "freshness and confidence" appeal. "We are very keen to push its freshness appeal as well as the Andrex brand," she says. The basesheet is produced in the US and the wipes are made from non-chlorine gas bleached pulp, which is in line with Scott's environmental policy.
Like Jeyes, Scott wants to see its brand positioned in the toilet tissue shelving in-store rather than in the pharmacy or among the cosmetics.
"Remember, moist toilet tissues are an additional purchase to dry toilet rolls, not a replacement," Jeyes says.
The target market is primarily all women as they are the major purchasers of most household and hygiene products. "However," says Jeyes, "moist tissues are getting a significant amount of usage by men and are, of course, quite helpful for use on children."
Scott sees Andrex Moist as the latest innovation in the high-growth pre-moistened wipe category and follows the success of its baby wipe brand leader, Baby Fresh, which helped grow the baby wipe market from 8.7m [Pounds] in 1985 to 40.3m [Pounds] in 1991.
Andrex Moist has been launched in a 40-sheet tub as well as a resealable eight-sheet travel pack and eventually Scott is expected to introduce a refillable pack, but only after the sector has become established with consumers. The Andrex Moist tub will retail for around 1.69 [Pounds], compared to 1.99 [Pounds] for the Hakle 70-sheet tub.
Both companies are trying their best to get the message over to consumers, spending 3m [Pounds] between them on a market worth only [Pounds]4m last year.
The main effort by Jeyes is going on television advertising. This effort is being backed up by trial incentives in supermarkets and other retail outlets for the Hakle brand.
Consumer trial is the main route for Andrex Moist with a major sampling campaign sending eight-wipe packs to three million households. A free trial consumer offer will also run in women's magazines along with a cross link trial promotion with Andrex toilet tissue in major supermarkets link Facebook.
There will also be a consumer press campaign with an educational theme in women's magazines in June and July and then later in the year.
Fiona George says all this activity would help to build the category by informing and educating the consumer about the product benefits of moist toilet tissues. She says other brands have failed to develop "true market potential" due to unknown brand names.
Research among consumers has shown strong interest in a "superior, high quality product", so there is a clear need for a major brand to expand the market and create incremental revenue for both producers and retailers.
THE LAUNCH by Scott of its Andrex Moist toilet tissue brand has sparked major activity in what has been an underdeveloped market sector.
Industry estimates put the value of the UK moist toilet tissue market at just [Pounds]4m in 1991 and yet Andrex Moist is being supported by a 2m [Pounds] launch programme, while Jeyes is rolling out a lm [Pounds] TV advertising campaign over the next few months.
The AGB Superpanel gives the six-month household penetration of moist toilet tissue at only 2.1% but both Jeyes and Scott see that growing - in very much the same way that the market has developed in other European countries.
Northern Europe leads the moist toilet tissue market, with Germany the largest single market worth 14m [Pounds]. There it is growing at 21% a year with 12% of consumers using moist toilet tissues every day-Click Here.
"It is absolutely vital for Andrex Moist to establish itself as an everyday product," says brand manager Fiona George. "We could have positioned it in a clinical way but this would have put people off."
The moist toilet tissue market originated in Germany about 12 years ago, but it took off in the UK only in 1988 when Jeyes took on the distribution of Hakle Moists. Currently, there are three brands on the market, which is growing at around 15% a year - Hakle, Andrex Moist and Freshtex. Until the April launch of the Andrex brand, Hakle had an 80%-plus share of the market.
Jeyes expects the market will see "explosive growth" over the next two or three years. "With new entries like Andrex, the growth of the market can be even further accelerated," the company says.
Ms George says the major retailers are expected to enter the sector with their own-label brands within a couple of years once the market has become more mature.
Scott expects the household penetration to reach 10% within five years and that will give a market value of around 35m [Pounds] or about 5% of the Best flushing toilet medium tissue market.
Moist toilet tissues are not seen as an alternative to ordinary toilet paper but are designed to be used after toilet tissue - or, as Scott describes it, after "longer visits" to the loo!
Scott looks at the mouthwash market as an example of what might happen to the moist toilet tissue sector. Mouthwashes have grown to be a 50m [Pounds]-plus category by addressing the growing consumer interest in personal care and the company's research and experience around the world - particularly in the US with its Scott Sofkins brand - shows there is an equivalent interest in moist toilet tissue.
The Andrex Moist is a hypoallergenic tissue and Fiona George says its benefits include its "freshness and confidence" appeal. "We are very keen to push its freshness appeal as well as the Andrex brand," she says. The basesheet is produced in the US and the wipes are made from non-chlorine gas bleached pulp, which is in line with Scott's environmental policy.
Like Jeyes, Scott wants to see its brand positioned in the toilet tissue shelving in-store rather than in the pharmacy or among the cosmetics.
"Remember, moist toilet tissues are an additional purchase to dry toilet rolls, not a replacement," Jeyes says.
The target market is primarily all women as they are the major purchasers of most household and hygiene products. "However," says Jeyes, "moist tissues are getting a significant amount of usage by men and are, of course, quite helpful for use on children."
Scott sees Andrex Moist as the latest innovation in the high-growth pre-moistened wipe category and follows the success of its baby wipe brand leader, Baby Fresh, which helped grow the baby wipe market from 8.7m [Pounds] in 1985 to 40.3m [Pounds] in 1991.
Andrex Moist has been launched in a 40-sheet tub as well as a resealable eight-sheet travel pack and eventually Scott is expected to introduce a refillable pack, but only after the sector has become established with consumers. The Andrex Moist tub will retail for around 1.69 [Pounds], compared to 1.99 [Pounds] for the Hakle 70-sheet tub.
Both companies are trying their best to get the message over to consumers, spending 3m [Pounds] between them on a market worth only [Pounds]4m last year.
The main effort by Jeyes is going on television advertising. This effort is being backed up by trial incentives in supermarkets and other retail outlets for the Hakle brand.
Consumer trial is the main route for Andrex Moist with a major sampling campaign sending eight-wipe packs to three million households. A free trial consumer offer will also run in women's magazines along with a cross link trial promotion with Andrex toilet tissue in major supermarkets link Facebook.
There will also be a consumer press campaign with an educational theme in women's magazines in June and July and then later in the year.
Fiona George says all this activity would help to build the category by informing and educating the consumer about the product benefits of moist toilet tissues. She says other brands have failed to develop "true market potential" due to unknown brand names.
Research among consumers has shown strong interest in a "superior, high quality product", so there is a clear need for a major brand to expand the market and create incremental revenue for both producers and retailers.