General cleaners were sold in the value of HUF 10 billion last year, making the category the tenth biggest from the 70 household chemicals and cosmetics audited by Nielsen. In 2013 general cleaner sales reduced by 4 percent in value and by 14 percent in terms of volume. In the period of the big spring cleaning many hyper- and supermarkets give cleaning products a special space in the trading area. Manufacturer brands are strong in the category: last year they had a 90-percent value share (down 1 percentage point). Stores with a floor space above 400m² realised 57 percent of general cleaner sales (the average of the 70 Nielsen-audited categories was 52 percent).

It is noteworthy that the share of 200m² and smaller stores was 21 percent in general cleaner sales, much bigger than their household chemical and cosmetics average. What we can see about the geographical distribution of sales is that Budapest and Pest County, where 28 percent of Hungary’s population resides, was responsible for 36 percent of household chemical and cosmetics value sales in 2012; the Central region’s share form general cleaner sales was 34 percent. According to a global survey, in comparison with other household chemical categories Hungarian consumers are rather open to buying new products in the general cleaner category: 32 percent of Hungarian said they had purchased more than two new products in the category in the previous six-month period