A new broom sweeps clean

The big spring cleaning is characterised by optimism: housewives aren’t only pepped up by the rising consumer confident index, but also by the opportunity to sweep away the winter, the darkness and the cold. If women are busy cleaning their homes, it is manifested in sales as well. Károly Deli, brand manager with Sarantis Hungary Kft. told our magazine that in the last few months sales improved a little from the base period of a year earlier, but one of the key factors in purchases is still the price. Vileda’s marketing manager
Edit Oláh informed us that the popularity of cleaning robots is growing. They are available at various prices ranging from HUF 10,000 to several hundred thousand forints.

According to Dalma Kis, customer and shopper marketing manager at Unilever Magyarország Kft.’s Home Care division, we spend more time with the big cleaning – we do it less often but more thoroughly. Sarantis’ Domet offers comprehensive help in every area of cleaning, selling everything from wet wipes to special Teflon or Cellulose sponges to outdoor brooms. Consumers like to buy products in promotion; when it comes to buying new, innovative products Domet focuses on offering a good price/value ratio as their experience is that people prefer smaller packaging units. At the moment Vileda sells two types of cleaning robot: a robotic mop called Vileda Virobi, running 30- and 120-minute programmes, and a robotic vacuum cleaner named Vileda Cleaning Robot, with 5-, 30- and 60-minute programmes. The latter has a navigation system that senses stairs and doesn’t fall off, and it also has a rubber bumper to protect furniture. It is needless to say that classic Vileda cleaning products still form an important part of the portfolio. Disinfectant cleaners can be used in every part of our homes, from the toilet to garden furniture. Products such as Domestos disinfectant liquid cleaners play the main role in every cleaning, so it isn’t a surprise that this category has the biggest penetration level. It is also more and more important for us to do the cleaning as fast as possible. Luckily Cif, Flóraszept and Szavo spray products (the latter acquired last year by Unilever) can be of great help in this. The Cif product line was updated last autumn and uses a better formula, in order to clean more efficiently. Szavo anti-mould sprays are still market leaders in the segment. Domestos Attax self-adhesive toilet cleaner tapes debuted in 2012 and since then have become market leaders in the segment.