P&G to scale back Fairy detergent line

Procter & Gamble is understood to be switching its focus away from its Fairy detergent range, to concentrate on its market leader Ariel.

According to insiders, P&G has made the decision because Fairy Non-Bio detergent range sales are “struggling” at the moment. The move does not affect Fairy washing-up liquid.

According to an industry insider, P&G is supporting its Ariel Non-Bio, which launched last month, with an estimated &£16m marketing budget for this year. According to AC Nielsen, P&G spent just &£2.9m advertising Fairy Non-Bio in the past year.

A household goods buyer says: “The Fairy brand is really struggling and not a key brand for P&G. Ariel is the only detergent brand that is showing any signs of growth for P&G.”

It is believed that the P&G Bounty pack, which is distributed among new mothers, has replaced Fairy detergent with its Ariel detergent.

A spokeswoman for P&G says: “P&G fully supports the Fairy Non-Bio brand. Fairy Non-Bio gives the benefit of cleaning with softness next to the skin. Ariel Non-Bio gives the benefit of superior cleaning – an even better standard of cleaning for consumers than they have previously obtained from other non-biological detergents. We do not disclose details related to marketing initiatives, including the contents of Bounty packs.”

According to Taylor Nelson Sofres, Fairy detergent is ranked sixth in the market, just above own-label brands, based on consumer spending in July. The same study ranks Unilever’s Persil as the top brand, followed by Ariel.

Two years ago, Fairy’s market share was only six per cent, according to a Mintel report on washing detergents and laundry aids.

Ariel’s market share for the same period was 20 per cent and Persil’s was 26 per cent. P&G also owns the Bold and Daz brands.