Magazin: Autumn is here, so it is time to do some cleaning again

Dalma Kis, customer & shopper marketing manager with Unilever Magyarország Kft. revealed that the period before Christmas definitely qualifies as cleaning season, because it is a time when we like to invite guests and the mess of Christmas preparation has to be cleaned. Ágnes Erdődi, the brand manager of Henkel Magyarország Kft. opined that there is considerable consumer demand for simplicity, people want general-purpose and efficient-use cleaning solutions.

Viktória Kürti, brand manager with DunaPro revealed that one of the most important things in cleaning is disinfecting, because women have an urge to protect their families from illnesses caused by germs. Edit Oláh, Vileda’s marketing manager informed us that for her company one of the most important periods is autumn. They prepared for the cleaning season with several new products, including the new 3-Action mop and the Cleaning Robot vacuum cleaner. Hungarian consumers are constantly on the lookout for promotions. Károly Deli, brand manager of Sarantis Hungary Kft. shares the view that affordable prices are consumers’ main priority when buying cleaning products, and they also want reliable quality for their money. General cleaners and those used for large surfaces show a negative trend, but they are still one of the biggest categories among cleaning products. 750ml Domestos disinfectant cleaners constitute one of the key product lines, which successfully increased their market share both MAT- and YTD-wise. This success had a lot to do with the fact that people have realised these products can also be used in rooms other than the toilet. Henkel’s Clin brand covers a significant part of the cleaning product market. Clin Multi-shine ensures fast and efficient cleaning for nearly 20 types of various surfaces around the house. With Clorox DunaPro helps housewives do the big cleaning more easily: the product is perfect for both washing and cleaning. Clorox Disinfecting wipes are the perfect choice for quicker, routine cleaning work phases. Unilever’s category analysis reveals that special cleaning products are starting to take over the role of general cleaners in the market. For instance there is growing demand for toilet rim blocks, cleaning sprays and disposable cleaning wipes. Both Domestos wipes and Cif sprays have been renewed and the Domestos Attax toilet rim block is really successful in the market. Henkel’s Bref brand contributes to the cleanness and freshness of the toilet. Their latest products are the Bref Blue Ocean and Bref Fresh Flowers stick toilet cleaners/fresheners, available in packs of 3 and 6. Henkel’s Clin brand is a traditional ‘expert’ of window cleaning, while Henkel Opti was created for wooden surfaces and Sofix is an excellent floor cleaner. Reckitt Benckiser Kft.’s premium-priced Cillit Bang brand managed to retain its market in the last few years. This year’s new Cillit Bang product is Antibacterial Active Foam, which was put on the market in July and is a real delight for those who like a hygienic home, but would like to have one without having to do scrubbing. Just like it conquered cleaning products, specialisation reached the cleaning tools market as well. Vileda introduced several new dust cloths, on the packaging of which illustrations and signs inform consumers about intended usage. After the success of the Vileda Virobi robotic mop in the second half of 2013, the company came out with Vileda Cleaning Robot, an automatic vacuum cleaner that even has a bagless dustbin and a drop sensor to avoid falling down stairs. Sarantis Hungary Kft. is the distributor of the Domet brand, for which both the spring and the autumn cleaning seasons are of major importance. In the autumn period significant sales growth occurs among sponges, dust cloths, mop heads and sets. This is the time when consumers like to select specialised cloths and sponges for cleaning various surfaces.