SLOUGH, UK: Reckitt Benckiser, the household consumer goods company, predicts that its market share in the US will continue to grow this year despite the recession, based on a continued investment in advertising and a focus on product innovation.

Rob De Groot, Reckitt's executive vice president for North America and Australia, says the company will see its share grow by at least 1% in its core American markets this year, to around 31% in all.

He also argues that the UK-based household goods giant hasn't "seen any recession in our numbers" since the onset of the downturn, and argued there was "no reason to doubt that our innovation-led strategy is working."

This is demonstrated by the fact that around 40% of its revenues in 2008 were delivered by products that have been launched in the last three years.

In terms of advertising and innovation, the company's strategy will be to focus on the 17 "powerbrands" – such as Finish and Airwick – which collectively provide some 60% of its total sales.

Data sourced from Reuters; additional content by WARC staff