Member Article

Fabulosa Celebrates Market Share Gains with More Mature Shoppers

Fabulosa is celebrating market share gains across 35-54 year old shoppers according to recent Kantar data.

Additionally, the brand has also benefitted from market share gains amongst retired shoppers.

This is a pivotal moment for Fabulosa, that has previously contributed much of their success to their core under 35 year old market.

Adam Burnett, Group Marketing Director at Fabulosa explains: “The popularity of the Fabulosa brand was mainly driven by younger shoppers sharing their experiences on social media. At the time, our competitors expected us to just be a fad. However, four years on, we are still here and thriving across a more and more diverse audience.”

Fabulosa proudly describes themselves as a Power Label, and contribute most of their success to this positioning.

Adam adds: “a Power Label brings the best of both worlds – the impact of a Power Brand combined with the value of Private Label – our popularity is growing and growing and we are one of the only brands providing retailers with a good selection of branded £1 rrp cleaning products. This explains why we are appealing to a more diverse audience, as customers seek out new ways to save.”

With strong momentum across a wider customer audience and their Power Label status, Fabulosa have started to re-enforce their customer comms with a new consistent message – ‘Savings That Make Scents’

Adam concludes: “Savings That Make Scents epitomises what we are all about, great fragrances at great prices. A recent basket analysis of like for like products showed us being at least 50% cheaper than more established brands – it’s a huge challenge for us every day to maintain a strong value position, but it’s so important in the current climate – some pricing on the household cleaning aisles at the moment is nothing short of offensive and customers are getting more and more frustrated, which is why private label is also performing well.

“We have created a universal Power Label with universal appeal and we are extremely focused on growing our UK business as well as overseas business.” Following its entry into the FMCG market in 2019, through an expertly executed, fast-moving schedule of exciting category-leading new product development, together with highly effective marketing campaigns, Fabulosa changed the perception of cleaning, and has rapidly taken value and volume share from well-established iconic household brands. Fabulosa has since leveraged its strategic positioning and focus to bring fragrance to alternative lifestyle sectors, widening reach and disrupting not only the cleaning sector but also other FMCG categories outside of this category including home fragrance (candles, wax melts and diffusers), shoe and trainer care, and personal (bath and body), whilst it continues to grow and innovate with prolific NPD ongoing in Surface Care, Air Care, Laundry Care and Task Specific ranges including car care and garden care.

The brand is also making significant inroads into the export market. With its sights set firmly on international expansion, the brand has a presence in leading European retail chains representing 3,000 locations across the continent and Fabulosa collections are now available throughout Europe including France, Belgium, The Netherlands, Germany, Poland, The Czech Republic, Austria and Italy.

This was posted in Bdaily's Members' News section by Melissa Chawner .