Cleaning products: the age of the head of household greatly influences product choice

Hungarian households do not economise on household cleaning products: both volume and value sales improved in the first half of 2012. Households where the head is older than 60 years – they represent one third of total spending in the category – increased their spending greatly and those where the head of household is younger than 30 years also produced two-digit growth in spending. Value sales growth was much more modest than the increase in volume sales: mainly because the average price paid for branded products reduced remarkably.

Formerly in this segment one third of sales were realised in promotion but in January-June 2012 this ratio doubled. As for private label products, their share (around 16 percent) was lower than the average and showed a negative trend. It was a general tendency that households purchased fewer types of products than in previous years. Older consumers are more likely to buy scrubbing products and general cleaners, while bathroom, kitchen and furniture cleaners are more popular among younger consumers.