Shower gels grow big

According to Dorottya Tóth, junior brand manager of Sarantis Hungary Kft., the majority of Hungarian consumers are still very price-sensitive when buying shower gel, therefore economy size products (400ml, 750ml) and 2+1 promotions are more and more popular.

Her experience is that shoppers tend to stockpile when there are promotions and don’t buy shower gel until the next promotional period. Szilvia Baranyi, beauty care trade marketing & brand manager with Henkel agreed with this observation. She told us that last year’s biggest hits were large size products: sales of 400ml and bigger products expanded by 53 percent. This trend urged Henkel to introduce 750ml products this year, in five different scents. Sarantis Hungary Kft.’s STR8 brand brought out a new shower gel scent this year, called On the Edge, while their BU brand launched the Fancy Cinderella shower gel. Henkel put the new Fa Shower+Lotion shower gel line on the market in two versions (avocado and pomegranate) – these products are rich in B3 vitamin, moisturising and softening the skin. Sarantis is already preparing for the Christmas high season with gift packs – offered at favourable prices – containing shower gels, too. Henkel also has its eyes fixed on Christmas, integrating its Fa Christmas packs into the Fa loyalty programme for extra points (more information is available at www.fa-husegprogram.hu).