Clothes, fragrances and emotions

This article is available for reading in Trade magazin 2025/4.

Competition is really fierce between the top 3 brands (Lenor, Silan, Coccolino), which account for 83% of sales. We can find two factors behind this growth. On the one hand, the price hikes triggered by the high inflation of recent years and the rising cost of raw materials. On the other hand, the penetration of premium products – the share of premium brands in the segment exceeds 80%.

The share of premium brands exceeds 80 per cent

Energy efficiency in the spotlight

Yvette Krubl
corporate communications manager, CEE
Procter&Gamble

Yvette Krubl, corporate communications manager for Central Europe at Procter & Gamble says Lenor Spring Awakening has been unquestionably their No.1 Lenor product for years. They see strong penetration of Lenor Fresh Air. The Lenor brand is constantly innovating: recently the company has upgraded the formula, which delivered Lenor’s best-ever technology for freshness.

“In 2025 innovation will continue to be in the spotlight in the field of fragrance intensity. We believe that fabric softener isn’t only a functional aid, but also a mood enhancer, as the softness and fragrance of our clothes determine our everyday mood and emotions”,

says the corporate communications manager.

Economic factors have made large pack sizes and promotional bundles lucrative

Concentrated effect

Viktória Szirmák-Szabó
senior brand manager
Henkel Magyarország

We can find the Aromatherapy product range at the heart of Henkel’s Silan brand. Fresh Sky is a favourite among those who like the classics, while Sensitive types – with their hypoallergenic and dermatologically tested formulations – are in the third place.

“In 2024 we introduced doypack-format fabric softeners that are twice as concentrated as the traditional bottled versions. The doypack format is available in three fragrances: Fresh Sky, Magic Magnolia and Fresh Ocean”,

says Viktória Szirmák-Szabó, senior brand manager of Henkel Magyarország Kft.

Over the past decade Unilever Magyarország Kft.’s Coccolino fabric softener has increased its market presence considerably. 2024 was an important milestone with the renewal of the Coccolino Perfume & Care range. Thanks to new formulations clothes can be kept fresh for up to 100 days and the Pro-Fibre technology ensures that vibrant colours are preserved.

Zsuzsa Petrikovics
laundry brand manager
Unilever Magyarország

“We will continue to strengthen Coccolino in 2025 with full media support, both online and offline and with regular promotions”,

reports laundry brand manager Zsuzsa Petrikovics.

Scent, quality and consciousness

The top factor in choosing which fabric softener to buy remains the intensity and durability of the fragrance. Brands use different strategies to increase the intensity of the fragrance, for instance they develop ultra-concentrated products. Fragrance boosters are also gaining ground, further contributing to the category’s evolution. While price sensitivity plays a role in product choice, if price isn’t a determining factor, the fragrance experience clearly dominates. Shoppers who are less price-sensitive are loyal to the brand and fragrance they are used, and sustainability is also an important product choice factor..

Consumer-focused innovations

Bernadett Kovács
managing director
Well Done St. Moritz

For Well Done St. Moritz Kft. the entire laundry category has delivered outstanding results in recent years, with sales up 3.5 times compared to 2021, while fabric softener sales doubled by 2024 – with fewer products in the portfolio.

“We can be found in shops with our traditional 1-litre fabric softeners. We always keep consumer trends in mind when innovating”,

says managing director Bernadett Kovács.

Brúnó Homola
owner and managing director
Salesrep

In the second half of 2024 Salesrep Kft. put two new special products on the Hungarian market. Lämmi fabric softeners use a special long-lasting fragrance technology.

“Jelp fabric softeners are designed to be used by consumers with the most sensitive skin, so they can be used for the clothes of newborns from day one. They are dermatologically tested and contain no hormonally active ingredients”,

explains owner and managing director Brúnó Homola.

Successful year and innovations

Varga Martin
kereskedelmi igazgató
Prezentex

Prezentex Kft. had an outstanding year, having doubled its volume sales with its Sofin Complete&Care range.

“The door is open for “B” brands on the market, so our main goal is to ensure that Sofin meets the necessary quality requirements”,

says commercial director Martin Varga.

Soon the company will roll out the Sofin Well Being range, featuring innovative fragrance effects with the ACTIMOOD technology.

Ildikó Kulcsár
managing director
Cudy Future

Cudy Future Kft.’s Naturcleaning fabric softeners not only focus on the durability of the fragrance, but also on having allergen-free ingredients.

“Naturcleaning fragrance boosters are highly concentrated, with a single 30ml product being enough for up to 100 washes, while containing no environmentally harmful substances”,

informs managing director Ildikó Kulcsár. //