Detergents, softeners: this is the age of rationalising

This year both detergent and softener volume sales plunged by 10 percent. Softeners: the number of buyers fell considerably (the category’s penetration lowered from 68 to 65 percent from one year to another) and the average buyer purchased only 9.8 litres instead of 10.4 litres. Prices went up about 10 percent but consumers stick to branded products and don’t switch to PL softeners (their market share is only 7 percent). Detergents: the category’s penetration has been stable (73 percent this year – 74 percent last year) but the average volume purchased per buyer dropped from 15.7 units (kilogram or litre) to 14.3. These trends reveal that consumers use these products more cautiously, they wash less frequently and pay more attention to portioning.