Dishwashing: switched to eco mode

This article is available for reading in Trade magazin 2024/6-7

“In 2023 the expansion of categories was primarily driven by value sales growth, as we saw a decline in the number of units sold, which trend was still present in the dishwasher detergent segment until March 2024. From March we can see a positive trend in volume sales”,

says Anna Erdődi, junior brand manager of Henkel Magyarország, relying on NIQ data.

While the market for hand dishwashing detergents is characterised by stability, machine dishwashers’ segment is growing dynamically

Technological innovation

Anna Erdődi
junior brand manager
Henkel Magyarország

In June the company’s new Somat 5-in-1 capsule is going to be launched, a new innovation in the Henkel portfolio and in the premium capsule market with its 5-chamber technology, providing extra cleaning against dirt still on the dishes after 72 hours, even with an ECO programme at low heat. Energy savings up to 20% can be achieved by switching to ECO mode.

Yvette Krubl, senior corporate communications manager for Central Europe at Procter&Gamble has seen the category’s washing-up liquid segment remain stable, while the dishwasher detergent segment has produced dynamic growth.

Yvette Krubl
senior corporate communications manager, CEE
Procter&Gamble

“We have observed that specialist shops close to home, such as drugstores and discounters continue to perform better, offering customers fast and professional purchasing”,

says Yvette Krubl.

Kinga Kiszner, marketing manager of Brands and More Hungary Kft.:

“Consumers still prefer drugstores to hypermarkets and supermarkets, as they can buy these types of products at a lower price. There has been a significant increase in the shelf prices of traditional products over the last 1.5 years, which has been much more moderate in the case if organic products, bringing the prices of the two types closer to each other”.

Energy-saving formula

Procter&Gamble’s Jar product line has been one of the most popular products in both manual and machine dishwashing for years. Jar Lemon washing-up liquid and dishwasher detergent is the best-seller. Jar was one of the first to offer products to be effective in short wash cycles, saving both electricity and water. In the current inflationary environment, energy efficiency is more important than ever, so Procter&Gamble is already in the market with a range of formulas that provide perfect washing results even in colder water and with shorter wash cycles.

The increased price sensitivity of consumers means that organic products can target a new group of consumers

More and more people are choosing products that are biodegradable and don’t contain chemicals that are harmful to the environment and the human body.

Gábor Sélley
sales director
FCB Hungary

“As part of this eco-friendly approach, the minimisation of packaging and the use of recyclable materials have also become important”,

explains Gábor Sélley, sales director of FCB Hungary Zrt., the distributor of Frosch products.

Plus there is a growing interest in sensitive products and more and more shoppers prefer bigger refill format products to the more expensive plastic bottle versions.

In line with market trends

Frosch’s two new products are lemon-menthol Citrommenta 500ml and the raspberry Frosch Málna 800ml refill washing-up liquid. Both are more concentrated formulas compared to the existing manual dishwashing products. The company also has a new product in the dishwasher detergent line: Ecolabel certified Frosch Dishwasher Gel 650ml, a three-in-one product with cleaning, rinsing and salting functions. All three new products have a microplastic-free formula and the packaging is made of 100% recyclable plastic.

More and more customers are checking out and waiting for special offers, and they are willing to compromise neither on quality nor on good price

Demand is on the rise for Brands and More Hungary Kft.’s large refill products, including the 1,000ml lemon-scented Green Emotion Eco Dishwasher, which is made using 50% less plastic.

Kinga Kiszner
marketing manager
Brands and More
Hungary

Green Emotion eco products are ECOLABEL certified, made from natural, biodegradable and renewable resources, and they are free from microplastics and phosphate, non-animal tested, hypoallergenic, nickel, cobalt, chromium and lead tested. They contain simple, natural and characteristic plant-based essential oils, so they are suitable for use even if one has sensitive skin. When innovating, the company follows market trends and currently they see growth opportunities in the market for sensitive products.

Interest in sensitive products and refills is also growing

Modern and traditional

Judit Mosoni-Preisz
brand manager
GeePower Manufacturing

Herbow International Zrt.’s objective is to create products that are as natural and environmentally friendly as possible.

Katalin István
marketing director
Herbow International

“Souldrops washing-up liquids are made predominantly from plant-based ingredients and contain biodegradable components”, says Katalin István, marketing director of Herbow International Zrt.

The Hungarian-made, multi-award winning range has no hazard pictogram (red exclamation mark) on the packaging and is EU ECOLABEL certified.

János Schreiner
sales director
Herbow International

“We would like to conquer new markets, distribution channels, new consumer segments and categories with our environmentally and skin friendly Herbow plant-based soapnut products”,

adds sales director János Schreiner. //