Fighting dirt and supporting sustainability

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

Gabriella Kőrösy
general manager
AC Marca Hungary

According to Gabriella Kőrösy, general manager of AC Marca Hungary Kft., the total cleaning product market expanded by 7.9% in value in 2024 compared to the previous year.

“The Council of the European Union has adopted new rules for selling detergents and cleaning products on the EU’s internal market, which impose stricter biodegradability requirements for organic ingredients. This will encourage manufacturers to review and – where necessary – modify the composition of their products to use more environmentally friendly ingredients”,

explains Gabriella Kőrösy.

Last year was very successful for the Sanytol brand, with a 50.6% growth on the cleaning product market.

“Our most popular product is the Sanytol Universal Disinfectant Cleaner in 500ml size, but we have also been successful with our Sanytol 4Action range of disinfectant cleaners with multiplied cleaning power, which appeared on store shelves last year. One of the advantages of Sanytol cleaners is that they achieve the most effective cleaning and complete disinfection gently”,

says the general manager.

Among cleaning products, the universal nozzle versions have shown the greatest growth

The conquest of online

Antal Nagy
owner
Brilliance

Antal Nagy, the owner of Brilliance Tisztítószer Gyártó Zrt. sees online sales growing strongly against other sales channels. Customers have become accustomed to the convenience of online shopping in recent years. Plus the online space may also attract domestic manufacturers who have previously been squeezed out of traditional stores, e.g. because they couldn’t compete with the capital-intensive multinationals. Sales of Brilliance’s cleaning products increased by 25% in the past year. This is the result of development projects aimed at innovation among eco-cleaning products.

“It is our company policy that no risky or polluting materials are allowed on the factory floor. Brilliance cleaning products have been joined by the ÖkoBrill range, a product line that offers a toxin-free but effective solution for home cleaning. We launched the institutional brand Speeder and plan to roll out two more brands in the automotive and cosmetics sectors”,

we learn from Antal Nagy.

The company’s ÖkoBrill brand has recently won the prestigious GreenBrands award.

A number of new laws and regulations have come into force that directly affect the composition and packaging of cleaning products – mainly in an environmentally friendly way

Building distribution with new dynamism

For GeePower Manufacturing Kft. 2024 was a milestone year, as the operational changes and product line innovations that had started back in 2023 bore their first fruits last year.

Judit Mosoni-Preisz
brand manager
GeePower Manufacturing

“Our main goal is to reinvigorate the distribution building process that has stalled in previous years, and to make our trading partners recognise the fantastic value and potential of our traditional brands”,

says brand manager Judit Mosoni-Preisz.

GeePower’s 3 product lines that form the backbone of sales are Ultra Derm hand cleaning cream, WU2 shampoos and Ultra dishwashing powders and liquid detergents. One of the pillars of their growth strategy is innovation in segments where there is consumer demand. This is why they have renewed the Ultra Extra Strong range inside and out.

Innovations are expected to be increasingly built around sustainability, new technologies and consumer consciousness

Dymol Kft. has continued to expand its selection of industrial cleaning products in 2024, which are really popular with cleaning technology companies.

Sándor Gibárszki
head of sales
Dymol

“Sales were in line with the targets set at the beginning of 2024. Our best-selling products include Dymosept disinfectant cleaner, Kata window cleaner and Zum drain cleaner. In the second half of the year we launched a new product range called NATUR GREEN, which includes three ECO LABEL certified cleaners”,

informs head of sales Sándor Gibárszki.

Fragrance and efficiency

Ildikó Kulcsár
managing director
Cudy Future

Naturcleaning toilet oil was the favourite among Cudy Future Kft.’s cleaning products in 2024. Its special feature is that it prevents the deposition of limescale while providing a pleasant scent in the room. The product range is now available in ten different fragrance combinations. 2025 will bring new launches including Naturcleaning Pure Flower mop, a general cleaner and a special carpet and upholstery cleaning foam.

“In our development work particular attention is paid to ensuring that the fragrances contain minimal or no allergens. 30% of our products are now available in bottles made from recycled materials”,

informs Ildikó Kulcsár.

In mid-2024 the ANANDAM brand launched its professional cleaning products, combining natural ingredients with professional efficiency. The products are made with biodegradable ingredients. Concentrated formulas are also available in the product range, making it possible to produce 50 litres of cleaner from 500ml of concentrate. 

Hedvig Anna Császár
managing director
Hurricane

“ANANDAM products contribute to the cleaning experience with their pleasant, natural fragrance. The universal cleaner and the descaling concentrate have proved to be the hit products. In 2025 the brand will come out with aromatherapy versions”,

says Hedvig Anna Császár, managing director of Hurricane Bt.

New types of household appliances

While in 2023 the cleaning tool market was driven by inflation, 2024 also brought a hike in volume sales, according to NIQ data.

Zita Zajka
junior marketing manager
Vileda-Freudenberg

“All of the categories that concern us produced growth, but in the case of wipes it is minimal compared to sponges and floor cleaning”,

we learn from Zita Zajka, junior marketing manager of Vileda – Freudenberg Háztartási Cikkek Bt.

The Turbo pedal mop set generated the biggest sales in 2024, but the Steam Plus and Steam Plus XXL steam mops are also in great demand, providing effective and hygienic cleaning without the use of chemicals. A recent addition to the Vileda portfolio has been the Pet Pro product range. Created for pet owners, these products help cope with the cleaning challenges posed by pets. For example the Vileda Pet Pro Electrostatic Brush is perfect for removing pet hair from all types of soft surfaces. Vileda Pet Pro Always Clean Brush attracts and collects dirt and pet hair from all types of floors, including carpets. Vileda Pet Pro Towel’s microfiber material provides fast, effective drying and cleaning of pet fur.//