Clean as can be

By: Budai Klára Date: 2025. 08. 26. 17:48

Shoppers are becoming more conscious in their decisions: many are looking for promotional, lower-priced cleaning products and are willing to switch between certain categories or brands due to their price-sensitivity.

This article is available for reading in Trade magazin 2025/8-9.

There is growing interest in economical sizes and private label products. Seasonal cleaning, especially in spring and fall, continues to generate strong demand. Discount supermarkets have continued their conquest, often at the expense of hypermarkets and traditional stores.

Toilet fresheners showed the most dynamic growth

Targeted innovations

Nikolett Rátkai
brand manager
Unilever Magyarország

Nikolett Rátkai, brand manager of Unilever Magyarország Kft. says that the cleaning products market showed slight growth in both value and volume in 2025.

“Price isn’t the only factor when making a purchase: effectiveness and format also play an important role. There is strong demand for modern sprays and universal solutions that can be used on multiple surfaces”,

she adds. Domestos has performed above the average in the category of toilet blocks and cleaners.

In addition to the classic and popular products in Unilever’s cleaning portfolio – Domestos Extended Power Pine Fresh and Flóraszept Bathroom Cleaning Spray – the Domestos Power Foam innovation has also contributed to the positive results.

Anna Erdődi
junior brand manager
Henkel Magyarország

Flexible responses

According to Anna Erdődi, junior brand manager of Henkel Magyarország Kft., the market for household cleaning products kept growing in 2025, albeit at a more moderate pace than in previous years. Products developed for dishwashers and toilet hygiene solutions came up with the best results, with volume growth driving the market. In contrast, demand for window cleaning and manual dishwashing formulas declined. Environmental considerations are becoming important e.g. solutions that are effective even in cold water.

“In June 2025 the Somat product range got a new look. In July a new 3-in-1 capsule was added to the product line, complementing the premium version with 5-in-1 functionality that had been launched last year”,

she informs.

At present, drugstores and discount chains have similar shares sales

Strong positions

Gabriella Kőrösy
managing director
AC Marca Hungary

AC Marca Hungary Kft. saw a mixed picture on the household cleaning product market in the first half of the year: total sales value declined a bit by 1.2%, while volume indicators stagnated. In contrast, spray formulas stood out and realised impressive growth. The company attributes this primarily to the success of the Sanytol brand, especially in the area of universal solutions.

“With Sanytol our goal is to develop formulations that aren’t only effective but also safe for everyday use. Users appreciate that they can disinfect, degrease, descale and deodorise in a single step”,

says general manager Gabriella Kőrösy.

One of their best-known products is Sanytol Disinfectant Universal Spray in a 500ml bottle.

The double-digit growth in cleaning products is primarily driven by the sponge and wipe categories

Conscious consumers

Réka Szilágyi
junior marketing manager
Vileda – Freudenberg

Réka Szilágyi, junior marketing manager of Vileda – Freudenberg Háztartási Cikkek Bt. says the cleaning equipment market has seen double-digit growth in both volume and value. The growth is mainly driven by the sponge and cloth categories, while floor cleaning is showing more modest expansion.

“Consumers used to prefer traditional cleaning products, but innovative solutions are more and more popular. This year we have launched our Miraclean “miracle sponge” in a pack of four, which effectively removes stubborn dirt using only water”,

reveals Réka Szilágyi.

The company’s Vileda Pro Clean product range combines efficiency, convenience and sustainability. Treated with natural enzymes, the sponges and cloths stay clean and hygienic for up to twice as long.

Spray formulas have realised impressive growth

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