In 2009, there were 13-million plus households who buy 150 million bottles of Fairy liquid per anum, which made up 57% of the market at that time. This percentage made Fairy Britain's favourite and most popular washing-up liquid brand.

"Fairy has maintained its place in the marketplace with clever marketing that makes use of celebrity endorsements and promises of a world of happiness in a bottle. Famous for the ‘mild green Fairy Liquid’ slogan as well as is claim to last 50 per cent longer than any other brand, Fairy boasts a seal of approval by the British Skin Foundation, though this claim is not all that it seems. The British Skin Foundation is a charity that P&G (along with many other product manufacturers) supports financially."
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