Beyond the bottle

This article is available for reading in Trade magazin 2025/11.

A conscious choice

Unilever’s Baba shower gel brand continues to have the biggest market share. So far this year the company has realised a 3% volume growth, which was driven by the Dove brand. Consumers are increasingly looking for alternatives that are in line with their environmental values.

Last year brought moderate but steady growth in shower gel sales, while the average consumer price declined

Dove body washes are sulphate- and paraben-free, made with 94% biodegradable formulas, and packaged in PCR plastic; the products are vegan and PETA-certified. In 2025 the Dove Replenishing body wash made a breakthrough, offering deep hydration and natural radiance with a combination of dragon fruit and coconut cream. This year the Baba brand achieved a great success with the launch of the Fruit Garden variant.

Erika Miklós
marketing manager
Unilever Magyarország

“We are busy ensuring that our products not only offer quality, but also an emotional experience”,

comments Erika Miklós, senior marketing manager of Unilever Magyarország Kft.

Competing channels

The government’s price margin freeze measures have dramatically transformed the retail channel structure: drugstores continued to grow in importance, while discounters reinforced their positions, thanks to large-format products offering good value for money. Besides the strengthening of branded products, promotional activities intensified and manufacturers focused on the economical 700-1,000ml product size. Procter & Gamble has been building the Old Spice brand for decades and many of the fragrances that were previously intended specifically for men have become unisex.

The Old Spice shower gel range has grown at a rate significantly above the category average – over 20% – and has increased its value share: by June 2025 it achieved a 35% market share in the men’s shower gel segment. The brand offers 12 fragrances (Original, Whitewater, Captain, Oasis, Rockstar, Wolfthorn, Restart, Berglove, Nightpanther, Tiger-claw, Epic Legend, Deep Sea), so every consumer can find a variant that suits their individual taste.

Yvette Krubl
corporate
communications
manager, CEE
Procter&Gamble

“We consciously tailor our portfolio to consumer moods and usage expectations, offering 24-hour fragrance retention and consistent quality”,

says Yvette Krubl, Procter & Gamble’s corporate communications manager for Central and Eastern Europe.

The mathematics of decisions

Purchasing patterns show two distinct rhythms: women shop more frequently, typically on a monthly basis, with fragrance remaining the primary decision-making factor; men shop less frequently and tend to stick to tried and tested brands. Brand loyalty is stronger among men, as they typically only switch brands if they offer higher quality and value. Female shoppers are more open to new brands with similar scents or ingredients.

Treaclemoon, distributed by Target Sales Group, has been a champion of sustainability and environmentally friendly options for years. In October 2021 the brand introduced bottles in Hungary that are made from recycled plastic waste collected from the coasts of South Asia before it reaches the ocean. In the first eight months of 2025 sales exceeded the same period last year by more than 64% and the Brazilian Love 500ml variant leads with an 81% annual growth; followed by fresh, fruity scents – Wild Cherry Magic, The Raspberry Kiss, One Ginger Morning – performing well, while Creamy Shea Butterfly retained its second place.

“We work with sustainable packaging and skin-friendly, polymer-free formulas”,

informs Mária Krämer, brand manager of Target Sales Group.

Market dynamics are increasingly shifting toward experience-driven yet affordable solutions

Developed for sensitive skin

Inzula Kft. concentrates on medical innovation and dermatologically tested formulas. Their products are made based on medical needs. Clinical testing is currently underway for a hypoallergenic nipple cream, a diaper cream and Sába Derm unisex intimate wash. The company’s product offering is really diverse.

In fragrance selection, vanilla and cherry notes remain unwaveringly popular, while fresh, aquatic tones also hold a steady place on the palette

Sába Care fragrance-free shower gel is designed for conscious users without skin problems. Sába Derm hypoallergenic shower gel and shampoo is recommended for those with sensitive, dry or problematic skin. Inzula products are unique on the shelves of drugstores, as they represent a dermocosmetic category with a healthcare background. For Inzula Kft. the development of the intimate hygiene product category is also a key strategic direction.

Dr. Rita Kiss
medical microbiologist,
managing director
Inzula

“We build our developments on our medical experience and the actual needs of consumers. We believe that skin health isn’t a luxury, but a basic need”,

informs Dr Rita Kiss, medical microbiologist and managing director of Inzula Kft