Magazine: Fierce competition for housewives

Compared with 2015, dishwasher detergent sales increased in 2016. Dishwasher tablet sales contracted a little, while dishwasher gales performed a bit better. Washing-up liquid sales decreased, with large-sized products producing sales growth. Bernadett Vékásy, brand manager of Henkel Magyarország Kft., told our magazine that their new products are always developed with an eye on current market trends, hence the advantages of new products always serve an existing consumer need.

As for the market of disinfectant cleaners, sales declined but this negative trend was offset by the sales expansion of the category’s flagship product: disinfectant wipes. Sales of the multipack format were gaining ground, for instance Domestos also came out with packs of 2 and 3. Viktor Hegedűs, brand manager of Unilever Magyarország Kft. informed us that they launched new fragrances in the toilet rim block category – the new flower scents are available in the shops of most retailer partners.

DunaPro’s classic products are Ultra Washing-up Powder, Ultra Derm hand washing products and Ultra Sol hand disinfectants. Some Ultra products are market leaders in their categories and it is very characteristic of the brand to offer better prices than multinational brands, while the quality and the practicality of products can compete with that of well-known brands. Brand manager Eszter Szvák told Trade magazine: they are proud of the fact that in 2016 they managed to update the Ultra portfolio – and this work continues in 2017. Two of the changes are that Ultra Washing-up Powder is now made without phosphate and more modern packaging materials are used. DunaPro also developed scented versions of the base product in order to win new buyers.

The company is also strong in innovation: last year they put the Ultra Daisy Dishwasher Tablets on the market and also in 2016 Ultra Bleach products were added to the portfolio – in a very short time they became popular in the market. This year the company plans to launch Ultra window cleaner, toilet cleaner and floor cleaner products. In the Ultra Daisy range premium products are going to be environmentally and skin friendly. For DunaPro the biggest task this year is to have their products listed by as many retailers as possible.

Szilvia Madari, managing director of Flyfit International Kft. revealed that retailers show growing demand for listing eco cleaning products, offering 2-3 products in the category. Winni’s is the market leader cleaning product in Italy. Only base products can be found in the Winni’s portfolio, there are no fragrance or packaging size versions, because this is one of the fundamental principles of eco thinking. The products do the job without putting an extra burden on the environment. Retailers react to this company philosophy very positively.

Sales of Vileda products also increased – we learned from Edit Oláh, marketing manager of Vileda–Freudenberg Household Products Bt. Microfibre products are more and more popular in the category, these can be used in many types of cleaning. It is noteworthy that consumers tend to prefer colourful products to make them a bit happier while cleaning. Since Vileda is a member of the German group Freudenberg, the brand can profit from the work of a large innovation team that keeps developing new products and solutions. In 2016 the Vileda Easy Wring product (mop and bucket with a food pedal) was added new features, all of which make cleaning easier