Home Cleaning & Laundry Care

During the week of October 18 to 23, detergent aisles were the scene of a sustained promotional offensive, with Ariel leading the washing campaigns featured in catalogs. Persil and Skip closely followed, with prominently displayed discounts in late-October flyers. Dash and X-TRA also occupied the shelves of large retail stores, as retailers multiplied offers to attract consumers mindful of their budgets. On the cleaning products side, Cif and Mr Propre remain well positioned on shelves and in surface cleaning promotions, while Sanytol benefits from end-of-month maintenance operations. Starwax and Briochin, present in drugstores and cleaning product assortments, complete a market where established brands fight for every shelf position. The month of October confirms that mass retailers use laundry and cleaning products as loss leaders, and that promotional pressure remains the main lever for winning over French households.