New dimensions of cleanliness

This article is available for reading in Trade magazin 2025/4.

Yvette Krubl
corporate communications manager, CEE
Procter&Gamble

“During the inflationary years there was strong price competition, especially in the liquid detergent market, as entry barriers are low because of the relatively simple manufacturing technology. Private label products have acquired a market share above 10%”,

says Yvette Krubl, corporate communications manager of Procter&Gamble in Central Europe.

The new generation is arriving

The driving force behind Procter&Gamble’s innovations continues to be introducing the Ariel brand’s sustainability efforts, highlighting the environmental benefits of Ariel POD, a product effective at temperatures as low as 30ºC. The company’s ECOCLIC cardboard box packaging is made from responsibly produced, FSC-certified paper and is 100% recyclable. In March 2025 Procter&Gamble is introducing a number of new formulations to produce flawless washing results in colder water with shorter wash cycles. Ariel’s latest detergent capsules offer more effective stain removal, even with cold water washes.

During the years of inflation, intense price competition emerged due to low entry barriers resulting from easier manufacturing technology.

Réka Biró-Kőszegvári
brand manager
Henkel Magyarország

Réka Biró-Kőszegvári, brand manager of Henkel Magyarország Kft. adds that discounters and drugstores play a leading role in the laundry detergent market and have achieved further growth compared to the previous year. While consumers are once again more willing to spend more on higher quality products, they are finding other ways to save: shoppers are buying laundry detergents with careful planning, waiting for promotions and adjusting their purchases accordingly.

Changing needs

Henkel and Persil kicked off 2025 with quality “me time”: a prize game titled “Focus on the important things instead of the stains”, which was launched in January tailored to partner needs and will run throughout the first quarter.

“The campaign focuses on precious moments with family and ourselves, recharging and “me time”. Persil reliably tackles everyday challenges such as stubborn stains, giving more opportunities for truly meaningful experiences”,

explains Réka Biró-Kőszegvári.

Zsuzsa Petrikovics
laundry brand manager
Unilever Magyarország

The popularity of different laundry detergent variants differs: the most popular are Color detergents for coloured clothes, followed by the white and universal types.

“Although consumers are loyal to the brands they already know and like, they are also open to innovations, especially when a new product has more benefits or offers better value for money”,

says Zsuzsa Petrikovics, laundry brand manager of Unilever Magyarország Kft.

Laundry additives

Unilever is present on the laundry detergent market with its Coccolino, Omo and Surf brands. Coccolino’s innovation for 2025 is the Wonder Wash product range, developed especially for the shortest wash programmes. It effectively removes dirt, stains and unpleasant odours in up to 15 minutes at 20°C, while leaving clothes with a fantastic and long-lasting fragrance. Products assisting in washing have made a significant contribution to the market performance of the laundry detergent category in 2024.

Gabriella Kőrösy
general manager
AC Marca Hungary

“Traditional detergents alone aren’t always sufficient when it comes to killing bacteria and viruses, especially when washing at low temperatures. Disinfectants added to detergents can be effective in removing pathogens without damaging the fabric”,

says Gabriella Kőrösy, general manager of AC Marca Hungary Kft.

SANYTOL Disinfectant Laundry Additive kills bacteria and viruses even at low temperatures. By using the product clothes won’t just be clean but also disinfected, as it kills 99.9% of pathogens in textiles. SANYTOL Disinfectant Stain Remover Powder gets rid of unpleasant odours and stubborn stains at just 20°C.

What can we expect in 2025?

2025 promises several crucial changes in the laundry detergent category. Transforming consumer needs, growing demand for sustainability and economic factors will all shape the market, bringing new trends and directions.

Supplementary products significantly contributed to the market performance of the laundry category in 2024.

Bernadett Kovács
managing director
Well Done St. Moritz

“More and more people prefer detergents containing biodegradable and natural ingredients, and solutions with refillable or returnable packaging are gaining ground. There is also an increasing demand for multifunctional products that can be used not only to clean clothes, but also to disinfect other surfaces. We manufacture 4-5 different types of washing gel for a variety of uses. In 2024 we started to develop more concentrated formulas and we are also experimenting with new fragrances”,

informs Bernadett Kovács, managing director of Well Done St. Moritz Kft.

Rapid reaction

Brúnó Homola
owner and managing director
Salesrep

Judit Mosoni-Preisz
brand manager
GeePower Manufacturing

An old-new product

According to Judit Mosoni-Preisz, brand manager at GeePower Manufacturing Kft., there is a growing consumer demand for simpler, traditional-format laundry detergents that offer better value for money, making them a more economical washing solution.

“This trend has inspired us to reintroduce our once well-known Ultra Viola brand, which used to be a key player on the laundry detergent market a few decades ago. New Ultra Viola laundry detergents offer reliable quality at affordable prices”,

says Judit Mosoni-Preisz. Another new product form the company is the Ultra Bio90 stain remover, soak and wash cream, which is now available in 230ml tubes. //

Only naturally!

Gábor Sélley
sales director
FCB Hungary

Frosch’s portfolio predominantly consists of liquid laundry detergents. In Hungary they market only one washing powder under the Frosch Baby brand name, but in terms of sales and distribution this product is far behind the most successful liquid detergents.

“All of our laundry detergents are effective at 30ºC, by this saving energy and money. The most types of Frosch products are available in drugstore chains and this retail channel realises the majority of our sales”,

says Gábor Sélley, sales director of FCB Hungary Zrt.

Frosch products contain gentler fragrances and minimise the risk of skin allergies. All of them are skin-friendly and this fact is confirmed by dermatological tests.

Ecological considerations

Antal Nagy
owner
Brilliance

Antal Nagy, the owner of Brilliance Tisztítószer Gyártó Kft. points out that customers are influenced by fragrance and this is something all manufacturers know.

“This has always been the case, the only difference is that in the past essential oils and ambergris were used, whereas today petroleum- and natural gas-based artificial compounds substitute these. The effects of these on the human body aren’t yet fully understood”,

explains Antal Nagy.

In his experience there is a growing demand for eco and hypoallergenic detergents. The company has turned to soap-based detergent production, which is based on ancient technology but is very complex to do in a way that the end result meets modern expectations.

Let’s wash with horse-chestnut!

Katalin István
marketing director
Herbow International

Herbow laundry detergents and fabric softeners are typically made from plant-based ingredients and contain a gentle cold-pressed soapnut extract.

“Soapnut shell contains a natural surfactant (saponin) which, when dissolved in water like a vegetable soap, binds dirt and grease and prevents them from being released back into the fibres. The effectiveness of the 4 types of liquid detergent is enhanced by the addition of bio-enzymes”,

informs Katalin István, marketing director of Herbow International Zrt.

Last year the company’s new laundry detergents were horse-chestnut extract containing products. As horse-chestnut is available in Europe, these products have smaller ecological footprint than the soapnut-based versions.

Protecting the skin

Hungarian-made and EU Ecolabel certified Souldrops laundry detergents prioritise a gel consistency over traditional powder-based products. They make clothes cleaner and last longer, while completely removing even the most stubborn stains. Souldrops laundry detergents and fabric softeners are mainly made from plant-based, biodegradable ingredients. Souldrops Baby products are produced with hypoallergenic and sensitive formulas, free of skin irritating enzymes or allergenic fragrances.

Zoltán Kállai
head of sales and business development
Herbow International

“Souldrops laundry detergent sales have grown surprisingly fast, mostly in drugstores. Since 2024 we have also been present on the shelves of Tesco and Auchan stores”,

adds head of sales and business development Zoltán Kállai.

Expanding portfolio for sensitive skin

Hedvig Anna Császár
managing director
Hurricane Bt.

Sales of Hurricane Bt. – the distributor of the ANANDAM brand – increased in 2024, thanks to their response to the needs of people with sensitive skin.

“We have increased our selection of trendy fragrances and introduced our professional cleaners, which are biodegradable and highly effective”,

says managing director Hedvig Anna Császár.

She believes that for people with sensitive, allergic skin, it is difficult to find a laundry detergent that is gentle on the skin yet cleans thoroughly. The ANANDAM brand offers a solution to this problem: these detergents not only contain skin- and environmentally-friendly ingredients, but they also take special care to ensure a long-lasting, pleasant fragrance for textiles.

Eco-friendly laundry sheets

Boglárka Bálint
managing director
Love Planet by Mediwel

Love Planet by Mediwel Kft. currently only sells laundry sheets, developed and manufactured by a Hungarian company based on its own formulation, in compliance with EU and national regulations.

“We pay special attention to environmental protection and efficiency, so we have created an innovative solution that offers a real alternative to traditional laundry detergents. In 2024 we cut down on plastic waste generation by 3.3 tonnes, as our customers chose sustainable laundry detergents instead of bottled ones”,

says managing director Boglárka Bálint.

In 2025 they want to make Love Planet laundry sheets available in physical stores, so besides online sales the company is also focusing on building its reseller network. //

Guest writer:
Emese Ikvai-Szabó
product specialist
YouGov