exchange4media.com and Strategy Group, the Analytical Arm of TAM Media Research, jointly bring you a weekly column 'S-Group Insights' on Advertising Trends of different Product Categories. This column will be published every Tuesday and aims to aid advertisers, and media agencies understand changes in Media Consumption patterns leading to Scientific Advertising Investments. In the current column, we take a look at the growth of household products in 2015.
Purchasing Household items for day-to-day use is a monthly deal and with the increase in competition advertisers have to be on the run to reach out to its TG in the most effective way. According to TAM Media Research, Analysis conducted by S Group, the major product groups in household products category, mosquito repellents, toilet/floor cleaners, furniture and related items, scourers and agarbatti (Incense Sticks) constitute about 75 per cent of the ad volumes on all TV, Print and Radio. Household Products as a category in 2015 comprises of 2.2 per cent, 4.1 per cent and 0.8 per cent of total ad volumes on TV, print and radio respectively.
As mentioned in the previous Household Product's Category Report, Ad volumes on TV have been increasing over the years and the same continues even in 2015. Ads by Household Products on TV in 2015 grew by 22 per cent over 2014. Mosquito repellents grew by 29 per cent, toilet/floor cleaners by 24 per cent and scourers by 22 per cent. These as a whole contribute to 75 per cent of the ad volumes in this category on TV.
22 per cent rise in the Ad Volume by Household Products on TV can be credited to the mosquito repellents category, the top advertised product group on TV and radio.
According to National Vector Borne Disease Control Program, 2015 reported highest Dengue Cases in India. Godrej Sara Lee's launched a campaign for Dengue awareness - 'Subah Bolo Good Knight' in October. Post that Godrej has started Umbrella marketing its Good Knight range of products.
Godrej's Good Knight has increased its advertisements by 48 per cent on print while it has reduced by 87 per cent on Radio showing that it is trying to focus on media with nationwide reach.
Reciktt Benkiser (India) Ltd. (Harpic and Lizol) have a lion's share in the toilet/floor cleaners category with 81 per cent share of voice on TV followed by Hindustan Lever Ltd. (Domex) with 16 per cent.
Scourers, the 3rd highest Advertised Product Group on TV in the Household Products Category grew by 9 per cent in 2015. Reciktt Benkiser (India) Ltd. stopped advertising its Dettol Kitchen post April 2015 and that is the same period when Hindustan Lever Ltd. started to heavily advertise its Vim Bar/Gel. Ad volumes by Hindustan Lever Ltd. grew by 42 per cent to have 74 per cent share of voice in 2015 while Reciktt Benkiser (India) Ltd. came down to 8 per cent in 2015 which was 22 per cent in 2014.
On Print, ads by the scourer category have doubled in 2015. Hindustan Lever's Vim which had share of voice of 62 per cent in 2014, increased its ads by 166 per cent to have a share of voice of 81 per cent in 2015. Ghadi Industries' Xpert Dishwash Bar and Fena's Nip Active Dishwash Bar also doubled their ads in 2015 to have a SOV of 9 per cent and 3 per cent respectively.
Most of the Product Groups increase their ads on print during the festive season of October. Furniture is the most advertised product group on print in the household products category. It increased its ad volumes by 6 per cent to have a share of voice of 38 per cent in 2015. Godrej and Boyce Mfg Company Ltd (Furniture), the highest advertiser with share of voice of 45 per cent in 2015, increased its ads by 28 per cent over 2014.
Godrej has had a nationwide focus towards metros and tier 1 cities like Ahmedabad, Pune, Chandigarh and so on. While Triveni focuses only on north Indian states like UP, Bihar, MP, Punjab, J&K and Rajasthan.
Agarbatti after scourers is the third highest advertised category on Print in 2015 with a share of voice of 12 per cent. Ad volumes by agarbattis on print doubled in 2015 as compared to 2014. While most of the agarbatti advertisers are seen increasing their ads on newspapers, ITC's ‘Mangaldeep Agarbatti’ has heavily increased its promotion on magazines and completely stopped promoting on Newspapers in 2015. It’s advertisements were focused only towards Tamil Nadu market.
The higher the variety of Products available for the consumers to choose from, the higher becomes the complexity for the advertisers to catch its audience. At such a good growth rate for the Household Products Category and with the continuous increase in the number of its advertisers, it would be interesting to watch out what communication strategies do they adopt in the New Year.
Source: TAM Media Research, analysis conducted by S group, an analytical arm of TAM Media Research
Data Sources: TAM AdEx
Period: Jan-Nov, 2014 and 2015