AXA and Royal and Sun-Alliance (R&SA) have gone head-to-head in the household market with both launching new products.

AXA has launched a mid-net-worth household product, AXA Extra, aimed at the young, affluent "ipod generation".

Mike Keating, AXA's personal lines intermediary director, said: "This is our first policy launch for over five years.

"From our research with brokers we have identified a niche in the market for young, successful professionals which we believe we can capitalise on."

The full-cycle EDI, mid-worth product sits between AXA's ABC range and the insurer's high-net worth offering, Ultra.

AXA Extra offers an automatic £50,000 of contents cover on a bedroom-rated basis and includes contents cover for students living away from home .

R&SA recently relaunched its standard household offering. Clearchoice uses a rating based on house type, age, number of bedrooms and post code, rather than the 'sum insured' method.