To dissolve and to protect

The increase in the number of households which use a dish washer is an important factor in the growth of the detergent market. Demand for dish washing liquids is also rising. Washing dishes is longer the privilege of women. Rumour has it that the first innovations in this segment were born in order to persuade men to participate in this rather monotonous activity. Competition continued to intensify in the segment of dish washing liquids last year. Apart from dissolving grease, protecting the hands is also an increasingly important requirement. The market share of sensitive products was 10-15 per cent last year. According to Zsolt Karancsi, brand manager of Procter & Gamble, sales of Jar dish washing liquid made with camomile and vitamin E grew dynamically in 2007. EVM is also satisfied with the sales of its Bip sensitive product line. As Ágnes Benke has told us, Bip Hypoallergén, Bip Szenzitív and Bip Balzsam is available in various unit sizes. Pur Balzsam sensitive dish washing liquids distributed by Henkel come with three types of additives. Sunlicht by Unilever Cif, one of the favourites among housewives for 15 years is now also available in an anti-bacterial version. The range of fragrances is also expanding. Although citrus used to be the main fragrance in the past, mint and tea shrub are now use by Jar, while Dosia and Pur use green apple fragrance. Practically all manufacturers have orange oil and pine fragrances. 3 and 5 litre units are becoming increasingly popular, while the importance of refills is decreasing. Brand loyalty is not high in this category. Private labels account for one-fifth of the market, though brand manufacturers have succeeded in stopping their advance. The importance of packaging design is also greater than it had been in the past. Dish washing tablets appear in various forms on the shelves. Calgonit by Reckitt Benckiser was the first brand to appear in this segment. It is now also available in the form of a powder, gel and softener. Its innovation for 2008 is PowerBall 4in1 with four function integrated in a single product. The Somat product line of Henkel has seven members now. A 7in1 product has been launched this year as well. The latest innovation by EVM Zrt. has been the introduction of Bip 7 in 1 tablets integrating seven functions. The other member of the Bip prdouct line is Bip Gépi softener which reduces the time required for drying and prevents stains from appearing.