Step inside a brand powerhouse
Out of the everyday, ordinary problems our consumers face we’ve created an extraordinary business. We understand our consumers and offer them innovative solutions and products that make life that little bit easier. We focus on the fastest growing categories where there is a real consumer need. We then search for continuous development and innovation - it’s the engine that drives our growth.
Our energy is focused on our 17 Powerbrands - globally recognised success stories - that between them account for nearly two-thirds of our income and 85% of our growth. Our R&D is effective and productive and our marketing spend is at the top of the industry. It’s a strategy that delivers results. Here’s an example: our leading fabric treatment product Vanish used to be No.1 in the UK. Now it’s No.1 in 43 countries worldwide. That makes it No.1 globally too.
It’s no exaggeration to say that we want a Reckitt Benckiser brand to be number one in every market in which we compete. We’re getting there as well - now more than 90% of our portfolio is made up of No.1 and No.2 brands across three key sectors.
Research conducted in the US and UK by Winkle and Happen to find the most-trusted brands put RB Powerbrands Dettol and Lysol at the top of the chart, beating big names like Marks & Spencer, Google, Coca-Cola, Wal-Mart and Target.
Household
By far and away the largest part of our portfolio, these are high performance brands that help keep homes clean and hygienic. We’re the global No.1 for Fabric Treatment products, led by Powerbrands like Calgon, Vanish and Woolite. We’re the global leader in Surface Care, led by Powerbrands such as Lysol, Dettol, Harpic and Cillit Bang. We’re way out in front in the Automatic Dishwashing category, driven by Finish, which is now the global umbrella brand for Calgonit and Electrosol. We’re also joint No.1 in the world for Air Care, led by our Powerbrand Air Wick. And we’re No.2 in Pest Control, spearheaded by the Mortein Powerbrand.
Health Care
This is one category in which we’re expanding very rapidly. Recent major acquisitions have added powerful brands like Nurofen, Strepsils and Mucinex to our portfolio. We are now market leaders in most of the countries in which our brands have a significant presence. We’re No.1 globally for Cough and Sore Throat, led by our Powerbrands Mucinex and Strepsils. We’re also No.1 in Europe for Heartburn & Indigestion, led by Gaviscon. And we’re No.2 in Europe for Analgesics, led by Nurofen.
Personal Care
Our impressive range of products have worked together to make us a leader in key parts of this category. We primarily focus on skin health and hygiene: antiseptic skin care, depilatories, and young skin care. Our Powerbrand Dettol has made us No.1 globally for Antiseptic Personal Care. We’re the global leader in Depilatories, thanks to our Veet Powerbrand. And Clearasil has taken us to No.2 globally in Young Skin Care.
We also have valuable brands in our food category. While not our prime strategic focus, this category makes an important contribution - for example, our Powerbrand French’s is now the world’s No.1 mustard.