New products in the shower and outside!

According to a NIQ report, the shower gel market grew by 16.7% year-on-year in the January-August 2024 period. This growth was the result of an increase in volume sales and the value sold. Among sales channels drugstores remained the most important.

Yvette Krubl
corporate communications
manager for CEE
Procter&Gamble

“Consumers are fully customising their shower products, both in terms of fragrance and consistency. For sports and travel they buy smaller packs, while the largest, 1-litre version is used at home”,

says Yvette Krubl, corporate communications manager for Central Europe at Procter & Gamble.

Changing habits

Old Spice is one of P&G’s top brands and it is available in 14 different fragrances. Three new fragrances have been added to the Old Spice family. These 1-litre shower gels have completely new fragrance notes. With them the company’s goal is to attract new consumer segments and increase brand awareness.

Customers are happy to experiment with new fragrances, so limited editions and new products are always attractive to them

In general, fragrance is one of the most important factors when buying a shower gel.

Liza Boldizsár
brand manager
Henkel Magyarország

“People are happy to experiment with new fragrances, so limited editions and new products are always attractive to them. Conscious skin care has also become important lately, so the popularity of shower gels containing skin-friendly, nourishing and natural ingredients is also growing”,

says Liza Boldizsár, brand manager of Henkel Magyarország Kft.

Limited editions

Within Henkel’s iconic Fa range, every woman, man and child can find the perfect shower gel. The products are available on store shelves in a wide range of scents and formats, be it sweeter, fruity, more natural or even masculine. Exotic fragrance Treaclemoon Brazilian Love is a consumer favourite from the Target Sales Group Kft. portfolio.

“Just like in previous years, this year we are launching limited edition winter fragrances on the winter shelves of dm drugstores. These shower gels are only available during the winter season, with wintery scents and cheerful winter graphics, to get customers in the mood for the holidays”,

says Mária Krämer, brand manager of Target Sales Group Kft.

Treaclemoon eliminated polymers from its ingredients two years ago.

Demand for body lotions that are free from artificial additives and have transparent ingredient lists on pack has been on the rise

Following trends

Éva Orgován
brand & shopper
activation manager
Kenvue

“The emergence of new products and market players has further intensified competition and demand for leading brands has remained high. Promotions and marketing campaigns in the festive season may have also contributed to successful sales”,

says Éva Orgován, brand and shopper activation manager of Kenvue.

The company’s goal is to keep up with trends and pay closer attention to more environmentally friendly solutions. Their innovations and new developments are aimed at providing consumers with effective and environmentally friendly skincare options.

Need for transparency

Consumers are fully customising their shower products

Mixa Urea Cica Repair, Mixa Panthenol Comfort and Mixa Ceramide Protect, the three newest members of L’Oréal Magyarország’s Mixa body lotion range arrived in 400ml jars at the end of 2023. They are dermatologically tested and target different needs. This autumn the Mixa range is extended with the Mixa 10-in-1 CICA REPAIR+ regenerating cream. Its patented formula contains 40% glycerin, urea and allantoin. //