Cleaning products continue to thrive

Viktória Müller
brand manager
Unilever Magyarország

Viktória Müller, Unilever Magyarország Kft.’s brand manager told Trade magazin that demand for disinfectants is now higher than before the pandemic.

Eszter Guba
brand manager
Henkel Magyarország

“The market is now more focused on branded products than in recent years. With e-commerce rapidly gaining ground in sales, updated and credible product information has become essential” – the brand manager explained. Eszter Guba, Henkel Magyarország Kft.’s brand manager: “This year the category of window cleaners developed by almost 8% in the January-May period, mainly due to value growth. Sales of market leader Clin products increased even more, by approximately 12%.”

Antal Nagy
co-owner
Brilliance

Antal Nagy, co-owner of Brilliance Tisztítószer Gyártó Kft. spoke to our magazine about the company’s 20% sales growth in 2022. “We have started work on developing 100% ECO products for foreign markets. Our products can only be found on the shelves of METRO stores, where our Brilliance brand managed to increase sales by a stunning 45%.”

Dóra Csepregi
junior marketing manager
Vileda–Freudenberg
Háztartási Cikkek

Dóra Csepregi, Vileda – Freudenberg Háztartási Cikkek Bt.’s junior marketing manager called attention to the growing popularity of online shops in sales since 2020. As product prices are growing, shoppers are turning to discounters and private labels.

Andrej Botos, Bonus Kft.’s marketing manager: “Sales of the antimicrobial products that we put on the market during the pandemic continue to grow.” Mr Botos sees more and more eco-friendly products in stores, but this trend hasn’t really reached wholesalers and the HoReCa sector yet.

The demand for convenience formats has been growing

Eco-friendly products is the strongest trend

Henkel Magyarország Kft.: the company’s view is that one of the most important things consumers want from a window cleaning product is to leave no streaks. Clin has two green, ProNature product variants.

Viktória Ficsor
brand manager
Unilever Magyarország

Unilever Magyarország Kft.: they also sense the growing popularity of eco-friendly products, as sales of these are growing year after year. Refills are strengthening their positions in the market.

Andrej Botos
marketing manager
Bonus

Bonus Kft.: the company sees a growing number of green solutions among cleaning equipment and accessories, but unfortunately there are also much more “greenwashing” products available in shops. Environmental protection is very important for the Freudenberg and Vileda brands too.

Dóra Csepregi: “The Love it Clean concept is our contribution to cleaning not only our homes, but our environment as well. We are proud of the fact that most of our microfibre mop refills can be used for years, because depending on the type they can be machine-washed at 40°C or 60°C.”

Greener solutions

The popularity of large-sized products has not declined even with the impacts of the pandemic decreasing

Bonus Kft.’s BonusECO brand is present on store shelves with products in a packaging that isn’t only green, but also provides shoppers with all the information they need. Two new products were added to the Inno d’Or – Innovation of the Year 2022 winner Bioactive range: Hygiene+ sponge in packs of 10, and colour-coded microfibre cloths for professional users.

Gábor Nagy
co-owner
Brilliance

Gábor Nagy, co-owner of Brilliance Tisztítószer Gyártó Kft.:. “Our biggest hit is the fully ecological BioBrill ÖKO range. What is more, we have started working with eco-friendly product components in the industrial product segment, so we don’t use phosphoric acid, phosphates and EDTA anymore.” //