Scented and no stains

The market of detergents shows continuous growth and innovation. Drugstores are still the places where most consumers go when looking for innovations. Consumers have less time to spend cleaning things than in the past, which means they are increasingly looking for practical, efficient and quick solutions. It is the uniform opinion of all manufacturers that products with convenient spray design are the future. According to the management of Unilever, the priority for kitchen products should be the effective removal of grease, while the same for bathroom products is the ability to remove scale. Unilever is going to introduce a universal Cif spray product line in the spring of 2008 which will be able to remove all types of stains easily. A spray design is also the most important innovation regarding the VIM product line, although the composition of products has also changed in recent years. The universal cleaning agent Super Vim can even be used when held upside down, while the Vim cleaning foam for ceramics is unique in the Hungarian market. EVM Zrt. has four Ultra Aktív sprays which have enjoyed great popularity owing to the practical and easy to use foam they produce. Saving time has also been the objective behind innovation regarding wipe tissue. Vileda has been focusing on the development of new materials to reduce the time needed for cleaning. Premium products and innovations sell better in drugstores, where qualified staff can help consumers with advice, while hyper markets are generally the primary sales channel for traditional products. However, Pronto products manufactured by SC Johnson are also more successful in hyper markets as a result of intensive promotional activities and a wider assortment. Sales of those Vileda products which require substantial floor space are also more dynamic in large hyper markets, Cash&Carry, and do it yourself stores. Private labels are present in this segment as well, but manufacturers’ brands dominate. The market share of private labels is limited to 5-6 per cent in terms of value as a result of low prices. Multi-pack promotions have become a successful means of gaining the loyalty of consumers for the products manufactured by VM. Innovations are also frequently packaged with well known products, which has proved to be effective in stores of all sizes. Hostess promotions have also been used successfully by EVM. Unilever makes recommendations based on consumer surveys for its partners regarding the way shelves should look and solutions for informing consumers. SC Johnson pursues constant and consistent communication as well as innovation to enhance brand loyalty.