Brands are strong among washing powders

According to data from the ConsumerScan of GfK Hungária, the quantity of washing powder sold in the first third of 2008 shows stagnation, compared to the same period in 2007, while that of softeners increased and that of whiteners dropped. The market share of private labels remains low in all segments. Over two-thirds of households buy washing powder. The average quantity purchased by households in January-April 2008 was 7.5 kilos, like in the first four months of 2007. The market share of private labels has increased somewhat, to 15 per cent. Hyper markets account for one-third of total sales, while discount stores account for one-fifth of total sales. Owing to a reduction in the number households purchasing it, sales of textile whiteners are down by 6 per cent in term of quantity, compared to the first four months of 2007. The average quantity per purchase has dropped, but the frequency of purchases has increased. As a result of an 8 per cent increase in average price, sales show stagnation in terms of value. The market share of private labels was down to 1 per cent by the beginning of 2008. The market shares of drugstores, chains of small stores, supermarkets and discount stores have increased. Sales of softeners were up by 7 per cent in the first third of 2008, compared to the same period in 2007. Sales increased by 6 per cent in terms of value. Average consumption was 4 litres per households in the above period. Private labels sell for about 40 per cent of the price of brand products and account for 14 per cent of sales. Over one-third of the total quantity has been sold in hyper markets.