Unilever 2015 Annual Report Download - page 25

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40 bllon
workng hours are lost each
year to water collecton n
Sub-Saharan Afrca
HOME ARE BRANDS ARE
ROWIN AHEAD OF TARET
AND AHEAD OF MARKETS
HOME ARE
HOME ARE IS HOME TO POPULAR
BRANDS, SUH AS OMO AND SURF,
OUR 1 BILLION BRANDS, AS
WELL AS SUNLIHT, DOMESTOS,
OMFORT AND OUR WATER
PURIFIATION BRAND PUREIT
Home are had a turnover of 102 bllon
n 2015, accountng for 19% of Unlever’s
turnover and 10% of operatng proft
The category generates more than 80%
of ts sales n emergng markets and ts
strategc role s to grow compettvely
and step up proftablty, whle scalng
up household care
In 2015, consstent wth ts strategc
role, the category delvered underlyng
sales growth of 59% and expanded ts
margns by 13 percentage ponts
Ths performance was acheved as a
result of sharp focus on three areas
Frstly, developng nnovatons to renforce
the core attrbutes that address consumer
needs at a tme of rapdly growng
urbansaton and rsng employment of
women Omo had a global re-launch wth
an upgraded formulaton delverng on
the brand promse of faster stan removal
Sunlght’s proposton of fve tmes faster
degreasng was the catalyst for another
year of consstent and proftable growth
Secondly, antcpatng future trends
and nnovatng accordngly We saw
good success n the Omo range of pre
and post-wash fabrc cleanng addtves
and ancllares launched n Brazl
towards the end of 2014 We also launched
omfort Intense n 2015, a super-
concentrated fabrc condtoner where
smaller doses result n mproved
freshness The consumer recepton
has exceeded expectatons
Thrdly, an end-to-end management
of proftablty Ths ncluded a sharp
focus on drvng nternal effcences,
dramatc smplfcaton and tradng up
consumers through premum offerngs
delverng better consumer value
The success of our brands s boosted by
ther role n delverng the USLP Through
a partnershp wth UNIEF, for nstance,
Omo wll help to provde 10 mllon
dsadvantaged chldren wth access to
qualty educaton In Brazl, the category
led a successful educaton programme
to save water n laundry use durng one
of the country’s worst water shortages,
savng a potental 229 bllon ltres a year
(see page 26)
Our Domestos brand contnued ts efforts
to address the santaton challenge
It commtted to fndng ways to provde
25 mllon people wth mproved access
to tolets
Although the category enoyed consderable
success n 2015, we reman alert to the
future challenges on account of rapdly
changng consumer habts and behavours
ontnung to delver consumer-relevant
nnovaton and mantanng the sharp focus
on our cost and smplfcaton agenda wll
be key to the category delverng on ts
strategc role n 2016 and beyond
OUR SUNLIHT
WATER ENTRES
ARE IMPROVIN
AESS TO
LEAN WATER
SUNLIHT HELPIN WOMEN
TO OLLET LEAN WATER
Sunlght partnered wth NextDrop to
launch a branded text servce n Mysore,
Inda, alertng women to when water wll be
avalable, savng tme for earnng a lvng
or educaton (see page 26)
22 Unilever Annual Report and Accounts 2015Strategic Report
OUR ONSUMERS
ONTINUED