Crystal clean growth

Franciska Marton
brand manager
Henkel

Sales results of general cleaners from last year reveal that consumption habits are changing. According to Franciska Marton, brand manager of Henkel Magyarország, sales of bathroom, toilet and window cleaners grew in 2017. Hypermarkets, drugstores and Hungarian-owned retail chains contributed to this growth the most. Terézia Balog, brand manager of Unilever Magyarország Kft. informed that compared with value sales, volume growth was smaller – this means that consumers are now willing to pay more for cleaning products. Ms Marton added that the dynamic sales growth in the toilet rim block segment was driven by solid products instead of liquid ones, and shoppers tended to buy them and in larger size. The category is very sensitive to promotions.

Terézia Balogh
brand manager
Unilever

Ms Balog shed light on the fact that coupon promotions are used more and more widely.

Anna Csapó
marketing assistant
Sarantis Group

Anna Csapó, marketing assistant of Sarantis Group told our magazine that shoppers are also price-sensitive when it comes to purchasing cleaning tools. Gergely Bajomi, sales manager of Bábolna Bio informed us that they didn’t launch new cleaning products, but their sales grew due to the promotions organised. In addition to this, the company also managed to improve the distribution of their products. Ms Balog told Trade magazin that the weight of various retail channels didn’t really change in the last few years. Value sales were up in all channels, with the exception of supermarkets. The importance of private label products is growing in the market: their value sales grew faster than those of branded products last year.

Ms Marton revealed that the spring big clean period is still the time when sales are the highest, but bathroom and toilet cleaner sales also go up in the summer, while in the early autumn demand increases for all cleaning product types again. Noémi Gilányi, Bedrock Kft.’s junior brand manager spoke to us about the superb sales results in the Easter and Christmas periods. She added that volume sales of the company’s cleaning wipes have been growing dynamically for years.

Edit Oláh
marketing manager
Freudenberg

Comfortable cleaning solutions, product sizes and functions are all key factors in deciding which product to choose. According to Edit Oláh, marketing manager of Vileda – Freudenberg Household Products Bt., a growing number of consumers are choosing products which make household work easier, so microfiber materials are gaining ground in manufacturing cleaning tools. Mr Bajomi informed us that in the window cleaner category spray and refill products have retained their popularity. In size the 500ml format is the top seller, realising nearly two thirds of sales. The company’s success product is the VIX carpet cleaner spray.

What about new innovations? Unilever focuses on introducing products in modern formats, which at the same time are consumer-friendly as well. In 2017 they launched 2 new sprays and wipes – these can help in making the bathroom and the kitchen squeaky clean. In line with the latest trends, in addition to the Cif Power&Shine antibacterial spray, the company also put a Flóraszept antibacterial spray on the market in 2017. Henkel products always make great efforts to meet existing consumer needs, be it scent, formula or size. The company also wishes to come out with pioneering solutions in the field of sustainable development. In the window cleaner category a new-concept product was launched, guaranteeing that no streaks are left on the glass.

Noémi Gilányi
junior brand manager
Bedrock

Bedrock Kft.’s innovation work involves developing new solutions in packaging and adding new products to the portfolio. Environmentally friendly Presto Clean wet wipes can be used on any surface around the house. Vileda came out with the Quick&Clean electrical sweeper, which is a battery-powered cleaning device that is lighter than a vacuum cleaner and one don’t have to bend over while using it. Sarantis Group’s Domet products come in a packaging that can be fully recycled. This year a new 5+1 sponge product was introduced to the market.

Unilever’s household cleaner brands (Domestos, Cif, Flóraszept, Szavo) are very well known by consumers, so marketing support focuses on introducing the advantages of new innovations. Besides television commercials, Henkel concentrates more and more on digital and event marketing solutions. Vileda’s experience is that their 360-degree media mix is working well. Last year’s three television campaigns resulted in above-average sales growth. Sarantis Group will use secondary placement in shops to make shoppers come across Domet product more often. Various POS tools and hostess activities will back the brand in-store. Bedrock Kft.’s Presto Clean product launches will be communicated using displays, but there will also be online advertisements in social media and prize games. Bábolna Bio plans to back the sales of cleaning product lines VIX and FRESSH with price promotions, BTL tools and with secondary placement in hypermarkets. //