Magazine: Cleaning does pay off

In the cleaning supplies market sales of modern convenience products (e.g. toilet rim blocks, cleaning sprays, dishwasher tablets) are growing, plus the penetration of these products is also improving.

Terézia Balog
brand manager
Unilever Magyarország

Terézia Balog, brand manager of Unilever Magyarország Kft. told that their brands had also expanded the most in these segments. Zsuzsanna Királyfai, brand manager of Dunapro informed us that their products had realised a balanced sales performance in 2018.

Anna Csapó
marketing assistant
Sarantis Group

Anna Csapó, marketing assistant of Sarantis Group reported increasing sales for their Domet brand in 2018. She revealed that sponges were the most popular from their product portfolio, followed by cleaning cloths, for instance the Domet wet cleaning cloth, which easily removes fat.

We learned from Noémi Gilányi, brand manager of Bedrock Kft. that their Presto range offers comprehensive, rapid and simple cleaning solutions in every room and for every surface of the house. Sales of 2+1 wet cleaning cloths, which contain a special cleaning liquid and are made using environmentally friendly technology, jumped 20 percent in 2018.

Edit Oláh
marketing manager
Vileda-Freudenberg
Háztartási Cikkek

Edit Oláh, marketing manager of Vileda-Freudenberg Háztartási Cikkek Bt. reckons that the positive economic environment results in higher basket values – sales were up in every Vileda product category last year.

Gábor Sélley
sales director
FCB Hungary

FCB Hungary Zrt. also had a good year: director of commerce Gábor Sélley told our magazine that sales of their Frosch eco-cleaning products had grown by two-digit numbers.

Ms Csapó’s experience is that the good sales performance of discount supermarkets continued last year, which increased the market shares of private label cleaning products further. Mr Sélley is of the opinion that sales grew the most in drugstores. He added that special cleaning products are becoming more important to the detriment of general cleaners. As regards scents, one year ago lavender was popular, but these days shoppers like raspberry very much.

Zsuzsanna Királyfai
brand manager
Dunapro

Ms Királyfai talked to Trade magazin about online sales becoming more significant. When buying online, shoppers usually don’t make impulse purchases, looking for good bargains instead and asking for home delivery.

Ms Balog added that a growing number of consumers are turning away from traditional cleaners and start buying modern convenience products. In accordance with this trend, dishwasher tablets are taking away shelf space from washing-up liquids in shops. Ms Gilányi informed us that shoppers like to use more specific cleaners, which are simple, efficient and work rapidly. The company launched new products such as the Presto universal cleaning cloth in magnolia scent and the Presto fridge and microwave oven cleaning cloth. Ms Oláh revealed that more and more households are using Vileda’s foot pedal-equipped mop and bucket set. Products made from microfiber material are also used more widely, from cleaning cloths to mops.

The Vileda Ultramax flat mop and the Vileda Turbo mop and bucket set with a foot pedal operated wringer are the most successful products of the brand. Vileda is a member of the German group Freudenberg, so there is a large team of innovators behind the brand, who are busy developing new products. Ms Csapó introduced the wide selection of sponges that they offer to shoppers. One of their most popular products is the Teflon sponge, which doesn’t scratch the surface but easily removes leftover food from the pots and pans. Sarantis Group intends to launch new products this year.

Noémi Gilányi
brand manager
Bedrock

Ms Gilányi revealed that sales of their Presto furniture dusting and polishing cloth had surged by 24 percent. New innovations from the company will include specific wet cleaning cloths in a packaging that holds many cloths. The main target group with this variant is busy places such as cafeterias, workplaces, gyms and beauty salons.

Dunapro is very proud of its cream hand cleaner Ultra Derm, which realises exceptionally high sales. The Ultra washing-up powder also had a good year – consumers like this product very much because it can also be used as a general cleaner (2in1); what is more, the product also has a disinfectant version (3in1) – we learned from Ms Királyfai. FCB Hungary Zrt. is also dedicated to innovation work, but their product launches are tied to the manufacturers of the products in Germany, as the company distributes their products in the Hungarian market –informed Mr Sélley.

What about marketing activities? Bedrock Kft. uses price promotions, new POS tools in shops, ads in print media and active online presence. FCB Hungary Zrt. doesn’t really do classic marketing work, they are trying to win shoppers’ hearts with product quality and being environmentally friendly. Sarantis Group will popularise the Domet brand this year both offline and online, with POS tools having a central role. Dunapro supports sales with price promotions, being present in promotional leaflets and secondary placement in stores. Vileda’s 360-degree media mix works very well, with television, in-store and outdoor ads playing the main roles. //