More dishwasher use than manual washing-up

The washing-up category has seen a dynamic growth, mainly driven by the ever-increasing penetration of dishwashers. Customers prefer premium products, and ingredients, as well as environment-friendly nature of each product in the category are observed to an ever-larger extent.

Dóra Szűcs
brand manager
Henkel Magyarország

Dóra Szűcs, Henkel Magyarország Kft.’s brand manager informed that the engine of the washing-up category’s dynamic sales growth is the increasing penetration of dishwashers. Sales of premium, multifunctional tablets and gels increased the most, while the market of washing-up products has retained its size.

Yvette Krubl
communications PR-
manager, Central-Europe
Procter&Gamble

Procter & Gamble’s Jar washing-up range is the market leader in Hungary, plus the company is No.1 in the dishwasher detergent category at regional level. Communications PR manager Yvette Krubl told: the market expanded in terms of both value and volume last year. Sales improved by double-digit numbers in the dishwasher detergent category.

Multifunctional products are more popular

Edit Oláh
marketing manager
Vileda–Freudenberg
Háztartási Cikkek

Sponge and cloth sales also augmented in 2019, in value and volume alike. Edit Oláh, Vileda – Freudenberg Háztartási Cikkek Bt.’s marketing manager called attention to the fact that sales jumped due to the COVID-19 pandemic.

Zita Füredi
trade marketing manager
RB (Hygiene Home)
Hungary

Zita Füredi, RB (Hygiene Home) Hungary Kft.’s trade marketing manager shed light on the fact that cleaning product sales grew above the FMCG average at 7.5 percent. Within this segment, sales of dishwasher detergents were growing even faster, by 10.7 percent. From these multifunctional products were the most popular.

Gábor Sélley, sales director of FCB Hungary Zrt. told Trade magazin that in 2019 volume sales of Frosch washing-up products grew by 8.5 percent from the 2018 level, while value sales soared by 21 percent.

More eco-friendly products are available

As for the different sales channels, the trends of recent years haven’t changed: the significance of hypermarkets continued to decrease in the dishwasher detergent segment, drugstores’ share remained stable in this respect, while value sales were up 14-15 percent in discount supermarkets and large floor space supermarkets – explained Ms Füredi. She added that the eco-trend is strengthening in the dishwasher detergent category.

Gabriella Tóth
brand marketing manager
RB (Hygiene Home)
Hungary

Gabriella Tóth, RB (Hygiene Home) Hungary Kft.’s brand marketing manager told that large-sized tablet products are the most popular in hyper- and supermarkets.

Gábor Sélley
sales director
FCB Hungary

Mr Sélley said eco-friendly products are more and more popular, but a good price-value ratio still matters. He added that all of their products are vegan, microplastic-free and dermatologically tested.

Consumers want new innovations

Ms Szűcs opines that shoppers are discovering e-commerce and consider it to be a safe sales channel. Fragrance has remained an important decision-making factor when it comes to buying washing-up liquids – lemon is the most popular. So-called balm products are increasingly popular, thanks to their pH-neutral formula.

In the first half of 2020, RB (Hygiene Home) Hungary Kft. launched two new innovations. Finish Quantum Ultimate products belong to the super-premium category – these capsules come in 100-percent degradable foils. Finish 0% dishwasher tablets are natural citrate based, and they don’t contain artificial fragrances or preservatives – we learned from Ms Tóth. It was in 2018 that Procter&Gamble launched the Jar Platinum Plus capsule, which has been very successful ever since. In the washing-up segment Jar Extra Hygiene is their most popular product – said Mr Krubl. Henkel Magyarország Kft. rolled out the Somat All in One gel in 2019. Ms Szűcs informed that this year they are focusing on sustainability steps.

Larger products, popular promotions

As far as Vileda – Freudenberg Háztartási Cikkek Bt. is concerned, on-pack promotional products are the most popular. Ms Oláh told our magazine that their Glitzi 2+1 washing-up sponge or the special-surface Color Pur Active 3+1 belong to this category. In 2020 market leader Vileda concentrates on hygiene. The majority of their products can remove 99 percent of bacteria with just water. Many sponges and cloths contain silver chloride ions, e.g. Glitzi and Háztartási products. Frosh dishwasher tablet was added the FCB Hungary Zrt. portfolio as a green alternative last year. Frosch Dishwasher Rinse Aid is also new to the Hungarian market: it contains bioalcohol and is marketed in reclosable packaging. //