Magazine: Cleaning and protecting

In the washing-up category local trends are the same as global trends. Anita Boros, PR manager with Procter&Gamble told our magazine that washing-up liquid sales are dropping and dishwasher detergent sales are on the rise. Among washing-up liquids demand is the biggest for premium products.

Henkel’s brand manager Bálint Turóczi informed us that consumers are looking for products with a good price-value ratio. High-performance washing-up liquids and multifunctional dishwasher detergents are more and more popular. Edit Oláh, marketing manager of Freudenberg Bt. explained that being the market leader premium brand, Vileda can’t afford to stop innovating and putting progressive products on the market. Katalin Tóth, marketing assistant with Sarantis Hungary added that due to its special composition and innovative design Domet cleans effectively, it is handy and easy to use. We learned from Andrej Botos, marketing manager of Bonus Kft. that the Bonus Premium brand comes out with new, patented solutions year after year. Their experience is that consumers are receptive to new products. Jar is part of Procter&Gamble’s portfolio and is a market leader brand. It is unique because both washing-up liquids and dishwasher detergents are marketed under this name. In the former category the company offers General, Sensitive, Dermaprotect and Platinum versions. Jar Platinum products are more effective than any Jar product ever before. Henkel offers several version of Pur in the washing-up liquid category. Pur Balm is available in Aloe Vera, Chamomile and Hands & Nails versions. Pur Power Duo is very efficient in removing grease and starch residue from plates. Pur Gold can cope even with the most stubborn grease and starch stains. Brand manager Dóra Benczúr told Trade magazin that soon new, innovative Pur products will appear on store shelves. Among Procter&Gamble’s dishwasher detergents we find Jar All-in-one (general) and Jar Platinum (premium). These capsules contain not only powder but also gel cleaning agents. Jar Platinum has triple cleaning effect and also removes the grease from even the hidden parts of the dishwasher. According to a Henkel survey, the penetration of dishwasher detergents keeps growing in Hungary. With its Somat brand the company offers several solutions to consumers. The latest product line is called Somat Gold, with increased performance in both tablet and gel format. These products contain additives that extend the life cycle and increase the efficiency of the dishwasher. One of the most popular Vileda sponge scourer products is Vileda Pur Active, which is special because it can be used to clean Teflon coated surfaces too. The company’s latest innovation is Color Pur Active that has a special, coloured scrubbing layer; the product can be bought in 3+1 packaging. Vileda Inox and Vileda Glitzi Power Inox can be used to clean metal surfaces and they sell best in the barbecue season; Vileda Robuste rubber gloves are also consumer favourites in this period. Vileda Actifibre cloth is the company’s biggest innovation in 2015 – it has very high absorption capacity. Since it has been acquired in 2011, the Domet brand’s portfolio was revamped and returned with a friendly new design, informative packaging and a characteristic logo. Washing-up products have been put in two categories: basic and special. In the former we find products that are universal and economical, while in the latter there are premium-category products used for cleaning special surfaces, e.g. Cellulose Sponge, Stainless Steel Spiral Scrubber. New products in 2015: premium-quality Kitchen Scourer in packs of 5, Permium Flexi Scourer in packs of 2. Bonus premium scrubbers, patented MPS and MPPS scrubbers are sold in increasing quantities year after year. Metal, plastic and spiral scrubber sales are also growing. Sales data show that consumers are more and more conscious, they are looking for products that give value for their money. Demand for Bonus products increases in the barbecue season and at the time of the traditional winter pig killings.