More effective compact washing powders more expensive

Washing powder is the largest among the 60 categories of chemical products monitored by Nielsen. Sales increased by 10 per cent in terms of value last year, reaching HUF 37 billion. Compact, premium products account for an increasing proportion of total sales with a significant price rise last year. Overall price rise in the category was 28 per cent last year. The market share of washing powder dropped by 4 per cent to 76, while the respective shares of gels and liquids both grew 2 per cent. The market share of private labels was up to 14-16 per cent last year from 10-15 per cent in 2006. Sales are highly concentrated in large stores with hyper markets holding a 41 per cent market share in terms of quantity.