Magazine: Removing grease is not enough

Vivien Nagy
brand manager
Henkel Magyarország

Vivien Nagy, brand manager of Henkel Hungary thinks that their positive sales results are driven by premium and ultra-premium dishwashing capsules. As against the manual washing-­up liquid market, sales of additives and dishwasher detergents (gels and capsules) increased both in terms of volume and value. She considers the drugstore channel to have largely contributed to this increase.

Aranka Szován
senior brand and trade marketing manager
Reckitt Benckiser

Aranka Szován, senior brand and trade marketing manager at Reckitt Benckiser traces back the increase in the dishwasher detergent category to two factors: a 7 percent growth in dishwasher sales and the soaring share of promoted products in sales. The Finish brand holds its leading position and it was the main drive for the increase in promotions, Aranka Szován utters referring to insights of Nielsen and GfK.

Despite the fact that hypermarkets’ share in sales of dishwasher detergents increased by 7 percent due to A-brands, the channel’s share in overall sales further dropped in 2021, Zita Füredi, senior trade marketing manager adds.

Alexandra Litkei
marketing assistant
Vileda-Freudenberg

Alexandra Litkei, marketing assistant at Vileda-Freudenberg reminds us of the fact that more time spent at home on account of the pandemic contributed to higher sales of sponges and wipes, also online.

According to Katalin István, marketing manager, Herbow International realized an increase of 50 percent last year, to which significant success in foreign markets contributed, too.

The ‘eco’ trend is spreading

Our interviewees all agreed that the latest trends on the detergents’ market include premium products’ graining ground, an increasing demand for large or even mega-packs as well as eco-friendly products.

Zita Füredi
senior trade marketing
manager
Reckitt Benckiser

Zita Füredi points out that customers are also willing to pay more for fast, reliable and effective solutions.

Vivien Nagy stresses the importance of multi-functionality of products. She adds that Henkel’s getting closer to its 2025 target of recyclable or reusable packaging: 89 percent of all packages have been turned recyclable until the end of 2020.

Katalin István
marketing manager
Herbow International

István Katalin sees the eco-friendly trend be manifested in the fact that in addition to perfect cleaning effect customers also observe products’ ecological footprints.

Alexandra Litkei underlines that customers expect also values added to sponges and wipes, in response to which Vileda introduced the Ultra Fresh range containing antibacterial silver chloride. In an effort to do good to Planet Earth, Vileda created the ‘Love it Clean’ concept, which also earned Trade magazine’s Symbol of Sustainability award in 2021.

A piaci fejlődés mozgatórugói a prémium és ultraprémium kapszulák

New and renewed product ranges

At Henkel Hungary, dishwashing capsules are a true hit, thus the company uses Somat Excellence 4 in 1 to attract as many customers as possible. Vivien Nagy also makes mention of a renewal of additives in 2022. Beyond Henkel-products developing in terms of design and sustainability, a new dishwasher cleaning tablet removing grease is to be rolled out. The Pur brand will also renew in 2022 with new products launched within the portfolio.

Dóra Polgár
brand marketing
manager
Reckitt Benckiser

Along with recent market trends, Reckitt Benckiser keeps focusing on premium capsules and environmental protection this year.
– Most Finish products already have recyclable packaging and as a brand committed to water conservation it also makes efforts to shrink ecological footprint – Dóra Polgár, brand marketing manager explains.

In 2022 Vileda heavily focuses on hygiene with products e.g. containing silver chloride ions (Glitzi and Ultra Fresh range). A major product development is the Microfibre 100% Recycled wipe made from recycled PET-bottles and with outstanding cleaning results – Alexandra Litkei notes.

In 2021 the Herbow dishwashing foam with soap nuts extract proved to be a breakthrough success for Herbow International. The plant-based vegan product is environmentally friendly and bio-degradable as it contains no allergenic scent components. //