Autumn cleaning (and economising)

On the cleaning product and utensil market it is visible that households started economising because of the crisis. Category operations assistant manager Renáta Rabóczki shared Unilever’s experiences with us: – Consumer habits have changed. Only innovative, environmentally friendly products with a good price/value ratio were able to grow. Consumers have less money to spend and they started using old household tricks and techniques in cleaning. Márta Buczkó, the marketing manager of Vileda is of the opinion that those brands do better which offer both premium ad lower-priced products.

Promotions and price reductions have become even more important than before, just like smaller packaging units. Iva Sokolovská, EVM Zrt.’s brand manager added that consumers are still open to new things if they offer some kind of advantage. Last year Unilever introduced Domestos Bacti Stop toilet cleaner and Cif scrubbing cream and spray – both product ranges received strong media support. In August they appeared in shop with two new Flóraszept products: a toilet cleaner in two scents and a bathroom and a kitchen grease remover spray. Unilever prepares for the autumn cleaning season with price reductions, package offers and spectacular pallet islands. Ultra Szavo’s anti-mould product performed really well this year. As a result of this, the company introduced products in other categories under the Ultra Szavo brand name. During the year the company preferred those POS activities which were able to generate direct increase in turnover. Two types of toilet cleaners were introduced with the Ultra Szavo brand, both of which remove water scale. As a result of the changed economic environment, consumers pay more attention to what they spend their money on. This is especially palpable when it comes to categories such as that of cleaning utensils.

People started replacing their premium products less frequently or casted their vote on cheaper products – this was one of the reasons behind cheap private label products’ expansion. Vileda tries to prove customers that their products are really durable, therefore their price/value ratio is better than that of cheap products. In 2010 the company introduced a complete Vileda Naturals range: these products are made from recycled materials, using renewable sources of energy. They cost more to manufacture, but their consumer price is not higher than ordinary Vileda products’. Vileda rapid mop is 30 years old this year and the company celebrated the anniversary with an innovation: a scrubbing part appeared on mops, with which it is easy to remove dried stains and leftover food. Vileda’s experience is that secondary placements combined with price promotions are the most effective sales boosters.