Sustainable freshness

By: Budai Klára Date: 2024. 08. 28. 16:01

Az ősz beköszöntével nem csupán a természet öltözik új ruhába, hanem háztartásaink is megújulást igényelnek. Az FMCG szektor szereplői számára ez az időszak különösen fontos, mivel ilyenkor az emberek fokozott érdeklődést tanúsítanak a tisztítószerek, takarítóeszközök és egyéb háztartási cikkek iránt.

This article is available for reading in Trade magazin 2024/8-9

Anna Erdődi
junior brand manager
Henkel Magyarország

Citing NIQ data, Anna Erdődi – junior brand manager of Henkel Magyarország – says that the market for cleaning products, including window cleaners and washing-up liquids, will grow by 6.6% YTD 2024, driven by positive price movements and a small volume growth.

In her opinion consumers are consciously looking for comfortable, multifunctional products with the right functionality and efficiency.

“In the washing-up liquid category the ‘power’ segment is growing fast, while in terms of packaging it is the medium and larger sizes that are really gaining ground. Fragrance-wise Power Lemon is clearly the consumer favourite”,

adds the junior brand manager.

The general spray cleaner category saw the biggest growth

With the future in mind

Gabriella Kőrösy
general manager
AC Marca Hungary

Gabriella Kőrösy, general manager of AC Marca Hungary Kft. speaks about how the cleaning product market grew by 8.8% in value in the first three months of 2024. Within this it was the general spray cleaner category that increased the most, outperforming the same period of 2023 by 21% in value and registering +12.9% in terms of units sold in the first quarter.

“According to NIQ data from the first quarter, the Sanytol brand achieved a 44.2% surge in value sales in the total cleaning product markets”,

informs Gabriella Kőrösy.

Their most popular product is the Sanytol Disinfectant Universal Cleaning Spray 500ml. AC Marca has been looking for ways to become a role model for sustainable development. Their “Caring for Tomorrow 2030” plan intends to drive change that will bring a brighter future for the planet.

Focus on sustainability

Alexandra Litkei
junior marketing
manager
Vileda – Freudenberg
Háztartási Cikkek

Alexandra Litkei, junior marketing manager of Vileda – Freudenberg Háztartási Cikkek Bt. says this year brought another boom in sales. According to NIQ data, there has been a 7.9% rise in value sales.

“In the cleaning product market consumer demand is shifting towards sustainability, convenience and technological innovation, which can help to clean more efficiently and ecologically. Vileda is in line with this trend in raw material use, durability and packaging”,

explains Alexandra Litkei.

This year Vileda developed a new range, with clothes dryer racks and ironing racks in stylish black. As most homes don’t have a separate laundry room and people are often forced to dry clothes in the living room, clothes dryer racks have almost become a piece of furniture. //