Natural is the trend in shower gels

According to surveys, shower gels are more popular in Hungary compared to neighbouring countries, though consumption has not reached the Western European level yet.
Why is this? Private labels account for a quarter of the total market and other cheap brands with frequent promotions are also very popular. – On the other hand, Hungarian consumers are also becoming more conscious of quality and ingredients – comments Katalin Hodossy, brand manager of Johnson & Johnson Kft. Products containing natural ingredients, non-allergic and other special features are gradually becoming more popular.
These trends are reflected in the improved Johnson’s shower gels which also received new packaging. The basic brand value is skin care which is conveyed to consumers in more segmented fashion through sub-brands. In addition to the basic product line with three products, new 24 hour cream shower gels have also appeared with three fragrances. Another new product this year is the Johnson’s Pure product line (energy, harmony, balance, delight). Sales of the new products will be supported by promotions and special POS tools, like shelf trays. Wobblers, gondola end decorations, paper and metal displays will also play a significant role. Owing to the price-sensitivity of the market, price promotions and overfilled packaging will also be used.