Magazine: Eco- and housewife-friendly washing

Laundry detergents form the biggest subcategory in the washing category, where consumers can choose from powder, gel and capsule formats and many scents. Nóra Kisfürjesi, Henkel’s Biopon brand manager told Trade magazine that Henkel is represented with products in all category segments, and added that the capsule format is more and more popular. Szilvia Madari, managing director of Winni’s distributor Flyfit Kft., called our attention to the growth in the eco segment, which is especially important for the company. Nikolett Rátkai, marketing assistant with Spotless Hungary Kft. talked to us about the washing additives market: environmental consciousness and sustainability are the main trends there too. Henkel’s experience is that most households prefer gel-format laundry detergents, partly because they are very efficient stain removers too. However, the most new products can be found in the tablet segment. Henkel’s Persil DuoCaps capsules speed up the washing process, as their formula is twice as concentrated as gels’. At the same time washing powders are increasingly compact these days, therefore less detergent is needed for washing. This is true for Henkel’s Persil, Tomi and Biopon washing powders and we learned from brand manager Bernadett Vékásy that TOMI got a new design too. The new, modern look reflects the improved Pro-White/Pro-Color power. FlyFit Kft. is happy that consumers already know the difference between environmental, eco and organic products. The Winni’s brand was already market leader in the eco segment in Italy when FlyFit Kft. started distributing it in Hungary in 2013. Winni’s products are made from plant-origin ingredients only and contain no colouring agents or additives. Thanks to the refill format these products – which can be used for both white and coloured clothes – reduce the burden on the environment by 78 percent. It is a big advantage for retailers that all products have a 4-year expiry period. The latest product is Winni’s detergent Eco-pack with Verbena and Aleppo soap. What about fabric softeners? Bálint Turóczi, brand manager with Henkel, told our magazine that Silan’s new premium-category selection, Silan Soft&Oils has been available in three scents, in 1.5-litre and 750ml version since the end of 2014. Winni’s fabric softeners – just like detergents – are concentrates. The most popular is the 1.47-litre refill. Consumers already know that they don’t necessarily have to add water to the concentrate, it is enough to use a small portion of it. Washing additives: by using Dylon Colour Catcher sheets – distributed by Spotless Hungary Kft. – clothes of various colour can be washed together, so consumers save time and energy as they have to wash less often. Consumers are becoming more and more conscious about environmental protection, so Spotless expects growing sales from the Dylon Colour Catcher in 2015. The beginning of the year is traditionally the period when retailers organise the so-called ‘white weeks’ promotions. Henkel backs Silan Soft&Oils fabric softeners with in-store marketing communication tools and television commercials. Persil ColdZyme is also put in the limelight. Winni’s products are promoted with sample distribution, price discounts and hostess activities. The company pays special attention to keeping in touch with consumers online – who actually give them lots of positive feedback. Dylon Colour Catcher sheets have a new logo. During the white weeks in-store activities and displays back the brand, together with a prize game until March, in which consumers can win HUF 1 million. Billboard and television commercials are also used, featuring the well-known parrot from last year.