Rowan: High brand awareness drives household goods sales from discounters

Household goods are the most popular item bought from independent discounters, according to a survey by Rowan, the specialist discount wholesaler.

The study, based on a survey of the customers of independent discounters, found that 70.4% used the shops to buy household goods, 43.6% to buy groceries, and 43% to buy confectionery.

Other popular items included health and laundry (bought by 35.3%), beauty (34.8%), snacking (34.5%) and drinks (30.7%).

Rowan’s commercial director James Russell said: “Household goods are a perfect fit for the discount sector. The two largest users of cleaning products are retirees and families – both of whom are now the two largest users of the discount sector. Retirees in particular are more likely to have high awareness of good brands which no longer receive the sort of marketing support that they used to – and these are exactly the products found in many independent and high street discounters.

“Household goods are a particularly interesting sector for the brands themselves, as independent discounters don’t tend to stock own-label goods which would undercut their products.”

However, James warns that the popularity of household goods could pose complications for retailers which do not buy from reputable sources.

“Household goods are subject to regulation, and for good reason – at the most extreme end of the scale, last year a man was awarded £1,000 after a shower gel be bought from a discounter burned his testicles. It’s vital, in other words, that retailers are very careful when choosing goods.”

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