From price sensitivity to sustainability

This article is available for reading in Trade magazin 2024/4

Nikolett Rátkai
brand manager
Unilever Magyarország

“With the exception of the wipes segment, every category produced a double-digit value growth”,

says Nikolett Rátkai, brand manager of Unilever Magyarország Kft.

Elmondása szerint az értékesítési csatornák mindegyike erősödött, közülük a legnagyobb mértékű fejlődést a drogéria és a diszkont érte el. Mindkettő a WC-frissítő blokk, illetve a spray szegmenseknek köszönhette pozitív eredményeit. A legkisebb mértékben a hipermarket csatorna nőtt, amelynek kevésbé sikeres számai mögött a törlőkendő szegmens visszaesése áll.

Sustainable portfolio

For Unilever Magyarország Kft. the disinfectant category, and within this the Domestos brand, continues to be the engine of growth, while the spray segment also developed nicely in 2023, mainly thanks to the Savo brand. Unilever is working hard to make its portfolio more sustainable, developing products with natural and biodegradable ingredients, and in order to reduce plastic waste, more and more cleaners are available in recycled and recyclable plastic packaging.

Price is key, but it isn’t the only factor

Consumers continue to prioritise effectiveness in the cleaning product categories.

Gabriella Kőrösy
managing director
AC Marca Hungary

“However, there are also more conscious shoppers who are looking at the composition of the cleaning products in addition to efficiency”,

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

Shoppers still like to buy in promotion, even in larger sizes, which is why discounts and coupon days are very popular. Consumer demand for mould killers has increased dramatically, driven by higher utility bills and cooler homes temperature-wise.