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Leading home care brands' household penetration rate in the UK 2018

Published by Tugba Sabanoglu, Mar 3, 2020
This statistic presents the household penetration rate of leading home care brands in the United Kingdom (UK) in 2018. That year, Fairy was the home care brand with the highest penetration rate in the UK, with 69.6 percent of households buying the brand. Comfort and Dettol ranked in second and third place, with penetration rates of 50.1 percent and 44.8 percent, respectively.

Household penetration rate* of leading home care brands in the United Kingdom (UK) in 2018

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Release date

March 2020

Region

United Kingdom

Survey time period

2018

Supplementary notes

* Household penetration rate refers to the share of households buying a brand.

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