Small shops’ bigger market share

In the first half of 2015 fabric softener retail sales were worth more than HUF 8 billion. This makes the category the 4th biggest from the 70 household chemicals and cosmetics audited by Nielsen. Value sales were up 10 percent but volume sales fell 2 percent if compared with the first half of 2014. The market share of 51-200m² shops grew from 12 to 13 percent (in value). Stores with a floor space bigger than 2,500m² saw their share drop from 40 to 38 percent; drugstores’ share grew 1 percentage point to 12 percent. Brand manufacturers’ share from fabric softener sales was 92 percent (in value) – 1 percentage point higher than in the base period. Manufacturers spent HUF 1.6 billion (calculated at rate card price) on television commercials in this period, more than twice as much as a year earlier.