Exceptional advertising for softeners

Fabric softener is the sixth largest among the 60 categories of chemical products monitored by Nielsen. Total annual sales amount to almost HUF 13 billion. Sales increased by 6 per cent last year compared to 2006. A sign of intense competition is that this category produced the highest number of advertisements last year. 90 were used by Henkel for its one litre Silan product line, while Lenor of .Procter&Gamble appeared 87 times. Concentrates accounted for 96 per cent of softener sales in terms of value. Brands have been gaining ground in this category at the expense of private labels recently. The market share of private labels dropped to 16 per cent last year. Consumers prices rose moderately.