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 Household Products Category.
Purchasing household items for day-to-day use is a monthly deal and advertisers are consistently reaching out to the audiences every year with growing competition. This category includes tangible and movable personal properties placed in the living rooms, dining rooms, kitchens, family rooms, bedrooms, bathrooms and other rooms of a house but does not include Electronic Appliances. Mosquito Repellents, Furniture & Furniture Related Items, Scourers, Glassware/crockery, Air Fresheners, Toilet/Floor Cleaners, Agarbatti etc. are some examples are come under household products.
Household Product Category has share of 3% on Television Platform and 1 % on both Print & Radio platform. However, it is interesting to see that many advertisers opt for print media for branding & marketing of larger variants than that is present on other mediums.
Household Product Category witnessed an average yearly growth of 9% since 2011 in advertisement Duration.
Over the years seasonality is observed in Quarter 3 of every year rises to 24% as compared to Quarter 2 which can be attributed to the festive season and Quarter 4 has witnessed drop except 2014.
Top 3 Product Categories of Household Product Category in Television are:
Mosquito Repellents is majorly driven by Advertisers like Godrej Sara Lee, Reckitt Benckiser & S C Johnson Products.
Godrej Sara Lee has increased their advertisements over the years whereas Reckitt Benckiser has dropped its duration since 2012. Duration of S C Johnson Products has remained constant over the years. Over the years Godrej Sara Lee has launched new variants under the brand umbrella of Good Knight with increased Advertisement duration, unlike competitor Reckitt Benckiser which has reduced its advertisements & no further addition in variants under Mortein.
While on other hand, in Scourers product group Hindustan Lever increased their advertisements in 2013 when Reckitt Benckiser increased their advertisement with the introduction of new brand Dettol Kitchen Gel which is direct competitor to Vim Gel (a brand of Hindustan Lever).
Household product category which had an average yearly growth of 11% from 2011 to 2013 dropped by 7% in 2014 in print media.
From 2011-2014, Quarter 4 (Oct-Dec) has highest contribution in terms of Advertisements of 32% as compared to other quarters.
Durian Industries Ltd. was the second highest Advertiser in 2011. However, it has drastically reduced its promotions on the print platform. It currently holds 10th Rank in terms of Advertisements to other brands.
On Radio platform, Furniture category has seen a growing trend since 2011 in terms of advertisements. In 2011, Furniture related Items was 2% which has grown to 37% in 2015. In last two years, this growth was mainly driven by Advertiser Royale Touche group. They mainly focused in the states of Gujarat & Maharashtra.