Magazine: A commonplace that is often true: sometimes less is more

Consumer needs shape the laundry detergent category: namely how can manufacturers make it easier for consumers to do the washing? Hungarians like innovative detergent solutions, therefore in comparison with other countries the proportion of liquid detergent use (including both gels and capsules) is above the regional average. Anita Boros, PR manager CEE of Procter & Gamble informed our magazine that instead of comparing laundry detergent prices in price/kg, it is now better to calculate the cost/washing occasion for a more objective picture. The company’s most innovative product is Ariel 3in1 PODS detergent capsule that cleans, removes stains and makes clothes look like they are new.

At the end of 2015 DunaPro decided to relaunch Viola laundry detergents – with a new look and a more effective formula. Brand manager Eszter Szvák told us that their concept was that shoppers would welcome a reasonably-priced product that delivers the same quality as Western European brands. Despite an abundance of detergents, traditional retail chains were happy to put Viola products back on the shelves, what is more, modern retail chains are also open to start selling these products. First the company had launched Viola laundry detergents, which were followed by liquid detergents in February 2016. Soon new products will come out in the Viola range, such as stain remover powder and spray. The company’s other product line is Ultra, e.g. the Ultra Bio90 cream detergent and the Ultra 68 cream detergent that will be relaunched soon.

Hungary is the No.1 fabric softener user in Central and Eastern Europe: we use 3.4 litres per person a year. 60 percent of Hungarians do the washing at least 3 times a week and more than 90 percent of them use fabric softeners too. Among retail channels hypermarkets and drugstores are those two where we buy most of our fabric softener. We usually plan in advance which product to purchase, most of the time making a decision based on brand.

Consumers like to try new scents and 68 percent of them would like to smell the fabric softener’s fragrance on clothes even a few days after the washing.

Based on this consumer expectation Unilever developed a sophisticated but long-lasting fragrance: Coccolino fabric softener’s microscopic fragrance capsules get stuck on the clothes and break when the clothes move or when they are rubbed, releasing the scent. Szanda Csendes, a trainee at Unilever Magyarország Kft. told our magazine that they put 3 new versions of Coccolino Creations on the market about a year ago – these were created by fragrance experts. Despite the fact that consumers like to try new products, fabric softener sales are dominated by classic products such as Coccolino Blue Splash, Lenor Spring and Silan Fresh Breeze, they are the best selling brands in the market.

Lenor is a key player in the category; its unique FRESHLOCKTM technology is used in all 15 scents. Consumer demand is growing for premium Lenor Parfumelle products too. Lenor UnstoppablesTM in-wash scent booster beads have been available in a wide range of shops since 1 April. Thanks to their special composition, these beads contain 9 times more fragrance than liquid Lenore fabric softeners and their scent intensity can be adjusted by consumers (it depends on how much they add to the laundry before starting the wash).