ACE is fastest growing brand in laundry additives market, Nielsen data shows


Global household cleaning brand ACE is celebrating trading success following Nielsen sales figures for December 2015 that show ACE is the only laundry additive brand that has grown in volume over the last 12 months, and the fastest growing seller in terms of value over the same period.


The new figures show that in general the laundry additive market is still growing in value, with total sales amounting to £95,800,000. The research also reveals that demand is moving towards two specific areas: ‘in wash’ and ‘for whites’ – reflecting ACE’s key lines.

Furthermore, in the last three months ACE’s market share is up 1.7 points in volume and 0.4 points in value compared to the same period last year. Successful promotional deals have contributed to ACE’s sales growth, with sales volumes increasing annually by 25%.

Kevin Day, product development manager at Robinson Young, UK sole distributor for ACE Gentle, said: “We are delighted with the excellent sales results we have seen over the last twelve months. Since we took over the distribution of ACE we have seen a number of successes that can be attributed to changes we have taken to help grow the brand. These include: reviewing our pricing strategy, investing in PR and social media campaigns, developing a promotional calendar and developing a new website.

“We recently gained shelf space in Morrisons stores across the UK, which was a great achievement for us as it is Britain’s fourth biggest grocer. Our promotional deals with retailers have contributed to fantastic sales growth for the brand. We have ambitious plans already in place for 2016 in the UK – backed by significant marketing, social and PR support – so we hope for further growth still.”

ACE Gentle has been established in the UK market for a number of years and already has good distribution in Waitrose, Tesco, Asda, Sainburys, Morrisons and Poundland. The brand is a market leader in Italy, where it was launched over 50 years ago, and is distributed in over 40 countries including across Europe, France, Spain, Germany, Greece and Belgium.

ACE for Whites is currently sold in Poundland stores across the UK and discussions are underway with several major retailers who are expected to stock the product in 2016. The new product has one of the strongest whitening agents on the market and caters for white fabrics only.

There are two main products available in the ACE Gentle range include: ACE Gentle 1l and ACE Gentle 700ml. ACE for Whites is available in a 1l bottle.