Cleaner than clean

This article is available for reading in Trade magazin 2026/02-03

However, the results of the individual subcategories took different directions: in value the toilet block segment expanded the most, while in volume the spray category made progress, with disinfectant sprays attracting the most interest. The discount and drugstore channels increased their share and accounted for the largest proportion of sales.

Private labels’ importance continued to grow, reinforced by the inflationary environment, as a wide range of consumers sought affordable alternatives.

Last year, within the market of cleaning products the toilet block segment saw the strongest value growth, while in volume terms interest was particularly strong in disinfectant sprays

A diverse palette

Nikolett Rátkai
brand manager
Unilever Magyarország

Unilever Magyarország Kft. realised its highest value growth in the toilet block segment in 2025.

“In the toilet block category consumers are very open to large-size products, and we see a continuous restructuring in this category, with sales moving towards large sizes”,

says brand manager Nikolett Rátkai.

She adds that in 2026 they will continue the marketing support for Domestos Power Foam toilet and bathroom cleaning foam.

Gabriella Kőrösy
general manager
AC Marca Hungary

In 2025 AC Marca Hungary Kft. achieved impressive results on the domestic cleaning product market, driven by the performance of the Sanytol brand. It recorded growth of over 30% in the entire category.

“At the end of 2025, we strengthened our spray cleaner portfolio by introducing the apple-scented version of our Sanytol Disinfectant Universal Cleaning Spray 500ml, which is ideal for removing everyday dirt in one step”,

explains Gabriella Kőrösy, general manager of AC Marca Hungary Kft.

Regulation and adaptation

In 2025 the performance of the cleaning product category was simultaneously influenced by price pressure, changes in the regulatory environment and adaptation to these changes. On the regulatory side, changes at the EU level (such as the new detergent regulation, the introduction of digital product passports, and amendments to the REACH and CLP regulations) have taken the market toward greater transparency. In 2026 and 2028 companies will have to respond to several new and amended EU regulations, including the PPWR regulation on packaging and packaging waste.

PéterGyörgy
country manager
Alufix Hungary

Alufix Hungary Kft. had a successful year in 2025: the total turnover of the Vortex portfolio exceeded the previous year’s figures by 81%.

“In 2025 the most successful products were surface cleaning wet wipes, which generated outstanding sales, thanks to the growing demand for convenience. In addition to this, the newly launched floor cleaning portfolio also got off to an extremely promising start”,

reports country manager Péter György.

Price-value consciousness

Judit Mosoni-Preisz
brand manager
GeePower Manufacturing

Every year the spring cleaning season is a special period for GeePower Manufacturing Kft.

“During comprehensive cleaning general cleaning products become important, as they can be used to quickly and effectively treat both small and large surfaces. Ultra General Surface Cleaner is an excellent solution for this: it leaves behind a pleasant lemon scent. The popularity of spray-on, quick and easy-to-use products has been growing for years, as evidenced by the sales increase of the Ultra Extra Strong product line”,

informs brand manager Judit Mosoni-Preisz.

In 2025 consumer decisions were shaped by price sensitivity, considerations related to efficient operation and more conscious product choices. Shoppers were primarily looking for economical packaging and quick-to-use products, while familiar, fresh scents – especially citrus varieties – were an important factor in their choices. In terms of packaging, larger family packs and refillable versions dominated..

Stable production background

Bence Molnár
deputy managing
director
Dymol

In 2025 Dymol Kft. manufactured 3,870,000 litres of cleaning products, which amounted to approximately 2,635,000 finished products. The offering covered both residential and professional applications with sizes ranging from 300ml to 5,000ml.

“In 2025 our Dymosept product line, sold in sizes from 500ml to 5,000ml, realised the highest sales. At the end of the year we introduced a new universal floor cleaner, which we launched in four different scents”,

we learn from deputy managing director Bence Molnár.

Viktor Pekó
managing director
Pekovker

Pekovker Kft.’s net sales rose from HUF 75m in 2024 to HUF 180m in 2025.

“The stars of 2025 were clearly those products that combined safety with cleanliness. Baby Gold wipes delivered stable results, but the real breakthrough came with the launch of Multi Protector in the household segment. Consumers appreciated that a wipe with strong cleaning power could also be skin-friendly. In the 2026 cleaning season we are moving towards specialisation, e.g. wipes with extra moisture content developed specifically for floor cleaning, antibacterial versions, etc.”,

reveals managing director Viktor Pekó.

A clear picture of the cleaning product market

Guest writer:
Zsuzsa Hunwald
consultant
YouGov Shopper

Branded products represent a much bigger proportion than on the FMCG market as a whole. According to rolling annual data from September 2025, branded cleaning products account for more than 70% in terms of volume and nearly 80% in value. This indicates that consumers don’t base their decisions solely on price, but also trust brands. Multifunctional cleaning products lead the popularity list, followed closely by limescale removers and toilet cleaners. Drugstores and discount chains dominate: shoppers purchase more than half of their products in these retail channels.