Market of washing powder shrinking – fortunately this time

While sales of washing powder in terms of quantity are shrinking in Hungary at a slower pace than expected, sales show dynamic growth in terms of value and exceeded HUF 37.7 billion in 2007. The launching of compact washing powders has brought about the most apparent change of the recent period in the market. According to Zsolt Karancsi, chairman of the Sustainable Growth work group of KOZMOS, companies participating in the project expect a reduction in the quantity of washing powder and energy used, as a result of the introduction of compact washing powders. Participants focused on changing the ingredients of products, but also redesigned packaging in order to reduce its effect on the environment. Participants in the project (Henkel, Procter and Gamble, Reckitt Benckiser, EVM Rt. and McBride) have undertaken to convert to the production of new compact products by the end of 2007 and to use a special logo for these. Two main trends of development existed in recent years. One was to reduce the damage caused in fabric during washing, while the other was the development of 2 in 1 products with extra advantages. Demand for products which contain no allergenic components and can be used by people with sensitive skin is also rising. This is the target group of Persil’s Sensitive product line. New fragrance versions are another form of innovation. Procter has launched two new versions of Bonux: Natura Relax and Natura Energy Aloe Vera. The hypoallergenic products of Bip are recommended by ABOSZ. While the average price f washing powder has remained unchanged for 18 months, the market share of private labels reached 15 per cent by the end of 2007.