Sales remained concentrated

Laundry detergents were sold for HUF 19 billion in the first six months of the year. Like-for-like value sales rose 7 percent but volume sales decreased by 4 percent. Sales remained concentrated: stores with a floor space above 400m² were responsible for 70 percent of sales. Liquid detergents generated 49 percent of value sales (up 1 percentage point). Sales of detergent capsules soared 22 percent and their market share was 16 percent in the examined period (up 2 percentage points). Manufacturer brands realised 90 percent of value sales – there was no change here. Calculated at rate card price, manufacturers spent HUF 1.6 billion on television ads for laundry detergents, 38 percent less than in the first half of 2014.