Cleanliness is not enough

Products related to washing are the largest category among chemical products. The assortment of such products has become confusingly wide for consumers… According to Ágnes Benke, from EVM Zrt, the biggest change in the washing powder market has been brought about by the growing popularity of compact washing powders. Consumers are open to innovation. By the first half of 2008, compact products accounted for 88 per cent of the washing powder market in terms of value. The two biggest manufacturers (P&G and Henkel) have only EuroCompact products now. In the opinion of Dániel Tósoki, category manager from Procter&Gamble, consumers differentiate between price categories. There is a close correlation between store size and the sizes to be offered on the shelves. Whereas hyper markets are the primary channel for planned purchases, where a good kilo per price ratio is the main consideration for consumers, smaller stores are the place for spontaneous purchases. 400 gram, or 2 and 3 kilo sizes and smaller flasks of washing gel should be stocked by smaller stores, while 3-6 kilo sizes are more popular in supermarkets. All sizes and brands should be stocked by hyper markets and C&C stores. The segment of textile softeners shows continuous expansion both in terms of quantity and value. According to our expert from Procter&Gamble, premium quality products like Lenor, Silan and Coccolino dominate this segment. 1 litre is the most popular size, but demand for the 2 litre size is also growing. Though the shelf space for softeners is quite limited, both sizes should be available even in smaller stores. “Three for the price of two” promotions are the most successful ones in this segment. As Ágnes Benke has pointed out, summer is the peak season for stain removers as more outdoor activities result in more stains. This is why the Ultra Aktív stain remover gel receives special attention in this period. According to Hajni Bedő, brand manager of Clorox, additives are increasingly popular among consumers and retailers. There are an increasing number of special additives developed for special purposes like whitening or removing stains. Many new products have appeared recently in the stain remover segment, including Clorox Color, which is a stain remover. In recent years, a number of private labels have appeared in both segments. There are big differences in prices. Consumer accept higher prices for brands supported by ATL and BTL campaigns. According to the representative of EVM, the majority of consumers expect washing, softening and stain removing products to offer some extra product advantage as well. An example is the Bip Hypoallergén washing powder and gel product line, developed for use by consumers suffering from asthma or allergy. Aroma therapy fragrances dominate the premium category softener segment. Following the launch of Clorox Color, the next step will be the renewal of the whitening products. Both ATL and BTL tools are suitable for promoting washing powders, softeners and stain removers. Price promotions, duo and trio-packs are very successful, while prize games have rarely been used so far in this segment, but probably have great potential. A revolutionary new category has appeared among washing additives, which does not even have an official name yet. It is a paper tissue which prevents colours released during washing from staining clothes and makes it unnecessary to wash different colour clothing separately.