Magazine: Microfibre cloth is the new star in cleaning

Edit Oláh
marketing manager
Freudenberg Háztartási
Cikkek

According to the experts of Freudenberg Háztartási Cikkek Bt., shopper basket value is growing in the category of household cleaners. Marketing manager Edit Oláh called our attention to the fact that microfibre – thanks to its good characteristics – can be used in many fields of cleaning, from wipes to floor cleaners and mops. She added that online sales are becoming more important in a growing number of segments. From her company’s products this is especially true in the floor cleaning and ironing/drying segments.

Andrej Botos
marketing manager
Bonus

Bonus Kft.’s like-for-like sales were up 13 percent in the first half of 2019. Cloths and mops performed the best in this period. Marketing manager Andrej Botos informed us that the company’s BonusPRO product range is tailored to the needs of professional users, e.g. they are marketed in collective cartons and in large sizes. He also spoke about the lower penetration level of certain brands – in many cases we are talking about private label products here – in the market, the place of which had been taken over by other manufacturers and suppliers.

Demand for cleaning products increases sharply in the spring and the autumn. Ms Oláh told that the latest innovation by Vileda is the Ultra Fresh microfibre cloth, which combines youthful colours and an antibacterial effect with the effective cleaning power of the microfibre technology. Thanks to the silver ions it contains, the product doesn’t smell bad after use. As for communication, the company’s 360-degree media mix works well: TV, in-store, online and outdoor presence play the key role.

Mr Botos stressed that the 3rd and the 4th quarters are the strongest when it comes to selling cleaning products. Typically sponges, cloths and mops are the categories the company uses to measure sales growth. In the second half of 2019 the company’s communication strategy concentrates on raising awareness of its food contact and microbiological certificates. Bonus Kft. has earned the food contact certificate for all product segments, while their microfibre cloths and mops are microbiologically certified to remove 99.9 percent of bacteria without chemical use. This means that the products are perfect for being used in health institutions and HoReCa units. //