Magazine: Doing the dishes – comfortably, with a dishwasher

The last twelve months brought no radical change in the washing-up liquid market, the same trends kept shaping the category – we learned from Dániel Szabó, brand manager with Henkel Hungary. More consumers were buying premium category products and small and medium-sized products were the most popular. In the dishwasher detergent market constantly appearing new products and the growing proportion of sales in promotion guaranteed dynamic market expansion – in part also because more people have dishwashers now than before.

Discounters’ share from dishwasher detergent sales has been growing rapidly in the last few years. Anita Boros, PR manager of Procter&Gamble told us that Jar introduced several new products in the summer of 2013. They launched premium Jar Platinum washing-up liquids that use a new formula. Last year the company entered the dishwasher detergent market with Jar Platinum capsules – which also clean the inside of the dishwasher. Thanks to these new products the company managed to increase its market share in both segments. The PR manager’s experience is that both washing-up liquid and dishwasher detergent sales are increasing in terms of value. This summer Jar appears in stores with a new and improved version of its general washing-up liquid.