Fewer households buying general detergents and floor cleaners

According to data from the ConsumerScan of GfK Hungária, different changes have taken place in various segments of households detergents, which has resulted in some shifts in their respective market shares. Over three-quarters of households purchased some kind of detergent in the first nine months of 2009. Overall penetration in the above period was the same as it had been a year earlier. However, more households purchased kitchen, toilet and bathroom detergents, while fewer households bought general detergents for example. The quantity of detergents purchased by an average household was down by 2 percent, compared to 2007, but sales were up by 3 percent as a result of a 6 percent rise in average price. The market share of private labels increased from 9 to 12 percent in terms of value. Private labels hold the highest market shares in the toilet and oven cleaner segments, with an increase from 14 to 22 percent for toilet cleaners and from 8 to 17 percent for oven cleaners.