Small spring cleaning

The months of crisis slowed down the growth of specialised cleaning products. According to Nóra Szőts, Unilever Magyarország Kft.’s category operations assistant manager, 2009 brought significant changes on the market. Consumers were looking for cheap but efficient solutions: cheaper general purpose cleaning products prevailed over more expensive specialised cleaners. This trend was driving the growth realised on the market of washing-up liquids (before the appearance of specialised products many women used these to wash the floor or different services), e.g. Cif duo-and triopack promotions were organised, but large-sized products and extra free offers were also popular. Iva Sokolovská, EVM Zrt.’s brand manager highlighted the fact that promotions’ importance managed to grow further and that consumers were looking for smaller packaging units. Levente Vinczefi, a marketing manager with Henkel Magyarország Kft. is of the opinion that 2009 was a difficult year on the toilet cleaner and air freshener market as well: volume sales stalled and value sales only augmented by 10 percent – much less than in previous years. Despite hardships producers tried to lure consumers with numerous new products, for instance Henkel introduced Bref Tornado Gel and an air freshener that cleans, perfumes and guarantees a fresh scent: Bref 3-Aktiv. Unilever put Domestos Bacti-Stop on the market last September, a toilet cleaner that kills E-coli and salmonella bacteria; at the same time they also came out with a new, chlorine-free Domestos toilet cleaning gel product family. The market of window cleaning products had its struggles too, as despite the positive trends of previous years both volume and value sales fell by more than 10 percent. However, Henkel’s Clin managed to improve its market share, thanks to its reliable quality; it is now available in green apple scent as well. In 2009, EVM’s most successful product introduction was Ultra Szavo, an anti-mould product. In the cleaning product category they will put several new products on the market this year. For the period of big spring cleanings they prepare with different new activities and newspaper advertisements. Iva Sokolovská told our magazine that EVM’s Ultra Daisy, Ultra Szavo, Ultra Derm and Ultra Sol brands will also be supported in these campaigns. Nóra Szőts highlighted that distributors usually introduce new products on the weeks of big spring-autumn cleaning, appearing in stores with spectacular displays, pallet islands and multipack promotions. Last year big television campaigns focused on traditional cleaners. After last year’s success, EVM continues its Ultra Szavo and Ultra Daisy television campaign, but both ATL and BTL campaigns will be launched.