Magazine: Technology has had an impact on the category’s composition

Terézia Balog
brand manager
Unilever Magyarország

Terézia Balog, brand manager of Unilever Magyarország Kft. informed our magazine that there are still fewer dishwashers in Hungarian households than the European average, but sales keep growing. Thanks to this the dishwasher detergent market is expanding. At the same time washing-up liquid sales are decreasing.

Dóra Szűcs
brand manager
Henkel Magyarország

Dóra Szűcs, brand manager of Henkel Magyarország Kft. added that dishwasher detergent sales were up in all retail channels in the first quarter of 2018, having grown the most in discount supermarkets. The other important channels were hypermarkets and drugstores.

Zsolt Nagy
national account manager
Orbico Hungary

According to Zsolt Nagy, national account manager of Orbico Hungary Kft., the market share of private label washing-up products is more than 80 percent. Brand loyalty is strong in the category, but shoppers like to try new-type products under the brand name that they like. Jar products offer a good solution in every segment of the category.

Zsuzsanna Királyfai
brand manager
DunaChem

We learned from Zsuzsanna Királyfai, brand manager of DunaChem Kft. that Ultra washing-up powder still dominates in the sub-category of washing-up powders. When people need to get rid of grease and very stubborn stains, most shoppers know that Ultra is the perfect solution.

Ms Szűcs told that washing-up balms are increasingly popular, and shoppers like scented products among both washing-up liquids and dishwasher detergents, with lemon being the most popular scent. When choosing a dishwasher detergent, shoppers often opt for multifunctional products. Additives are also an important part of the Henkel portfolio: the market of rinse aids is developing the fastest, followed by dishwasher cleaner tablets.

Unilever introduced its dishwasher detergent brand Sunlight in 2017, which is available in Tesco and from this year also in other stores. Sunlight products clean effectively – even research has proved this. Ms Balog told that there are two big trends in the category: the growing popularity of large-sized products and online stores becoming more important in sales. From Cif washing-up liquids the lemon version is the best-seller; as for product format, refills make up for 80 percent of Cif washing-up liquid sales.

Mr Nagy informed that the Jar dishwasher detergent products that Orbico distributes drive sales, for instance Jar Platinum tablets clean both the dishes and the inside of the dishwasher perfectly. Ms Királyfai told that Ultra Disinfectant Washing-up Powder can be used on every surface. Ultra Daisy Hypoallergenic is a manual washing-up liquid, while Ultra Daisy is a multifunctional dishwasher detergent tablet. Powder-format products are available in 500g size for households and 20kg size for industrial users.

Henkel backs new innovations and product launches with television campaigns and digital communication, plus they also organise out-of-home activities. Orbico strongly promotes washing-up liquids and dishwasher detergents under the Jar brand with in-store displays. One of DunaChem’s most popular Ultra products is the premium category washing-up liquid Ultra Daisy Hypoallergenic, but soon the company would like to relaunch the Ultra Daisy Sensitive product and Ultra Daisy Lemon. The company sees growing demand for skin-friendly products. //