Discounters have taken the leading position

According to GfK Hungária’s Household Panel survey, in 2012 Hungarian families spent 2 percent more on household cleaners than in 2011. Despite the growth in value sales consumers rationalised their spending in the category, e.g. they purchased a lower variety of products than before.

Primarily the category of special products suffered this trend. As regards retail channels, in 2012 discount stores became people’s number one choice when it came to buying cleaning products. It is interesting that in the examined period 9 percent more cleaning products were sold in hypermarkets than in discount stores (though this difference used to be almost 20 percent one year ago). In the biggest segment – general cleaners – it is also discounters which now have the number position.