Stain-free cleanness with specialised products

6-8 different types of detergents are used by average Hungarian households. Most housewives use specialised products and universal detergents at the same time. Dish washers, scrubbing powders and creams, germ killers are used most frequently. Cleaning stainless steel surfaces poses a new challenge for housewives, because these require special substances. – As a result of constant product development, the assortment seen in this segment might be completely replaced with new products every three or four years – says László Aranyi, trade marketing manager of Unilever. The spray segment is producing the most dynamic growth in the market of detergents, but innovations are frequent in all segments. Two new products were added to the Cif product line in 2008. Cif Actifizz products (in Lemon and Ocean fragrances) are intended to fight recurring stains while Cif Sütő & Grill cleaner spray is for removing greasy burns and stains. Domestos Koszmester, a super dense germ killer gel was launched by Unilever in May 2008. Vim micro powder scrubbing cream in a spray version was a great success for Spotless Hungary Kft last year. The water repelling formula of Vim Inox cream allows stainless surfaces to stay spot-free. In the opinion of Péter Jekő, sales director of Well Done Kft, manufacturers are working on creating demand for a germ-free environment among consumers. However, demand for environment-friendly and “green” products remains limited. In the spring, Well Done Kft is going to focus on the launch of the Elegant floor cleaner for special surfaces and their new furniture cleaner and stain remover spary. Brand loyalty is low in this market. Products are generally chosen on the basis of price/value ratio. Price sensitivity is different in various segments. There are exceptions however, like Domestos detergents and Cif scrubbing creams which command brand loyalty. Spotless Hungary Kft. has also succeeded in achieving a 13 percent market share within two months of the launch of Vim scrubbing creams. Sales show dynamic increase in the spring season. All retail chains devote substantial resources to promotional campaigns. Differences between distribution channels are mainly due to differences in the status of typical customers. Regarding the overall market of chemical products, the weight of drugstores is increasing. As a result of a drop in real income last year, price and added value were exceptionally important considerations for consumers. Owing to continuing recession, larger sizes and overfills representing good price/value are expected to produce growth this year. Private labels have been increasing their market share in recent years. The ATL communication of detergents is still dominated by television. All product launches by Unilever are supported by intensive TV campaigns. For Spotless Hungary, POS tools and displays are becoming increasingly important.