Magazine: Back to the flat

Shoppers are buying convenient and multiphase cleaning products in growing numbers. Thanks to this, sales of cleaning and disinfecting wipes, multifunctional dishwasher tablets and toilet rim blocks are growing.

Terézia Balog
brand manager
Unilever Magyarország

Terézia Balog, Unilever Magyarország Kft.’s brand manager told Trade magazin that this trend is taken into consideration by both cleaning product manufacturers and retailers, the former do so in their innovation work and the latter in creating the planograms – traditional cleaning products are losing shelf space to convenient, modern cleaners. Sales are growing dynamically in discount supermarkets.

Franciska Marton
brand manager
Henkel Magyarország

According to Franciska Marton, Henkel Magyarország Kft.’s brand manager, 2017 brought the further strengthening of private label products in the window cleaner category, which now have a more than one third market share. Spray and refill products are the most popular in this segment.

Zsuzsanna Királyfai
brand manager
DunaPro

Zsuzsanna Királyfai, brand manager of DunaPro told our magazine that sales of the company’s Ultra Derm, Ultra washing-up powder and Ultra Sol hand cleaner products keep developing in a balanced manner. From their modern products the Ultra Extra Strong range performs very well.

Anna Csapó
marketing assistant
Sarantis

Anna Csapó, marketing assistant of Sarantis Hungary Kft. informed us that Domet had a very good six months. Sponges, wet wipes, mops and various special cloths are still the most popular categories. Discount stores and private label products are getting stronger in this segment too.

Ms Balog shared her view that it is very important for a company to be present with their products in the right place at the right time, for instance the coupon promotions in women’s magazines have great influence on sales. She added that seasonality isn’t characteristic of most cleaning products. Ms Marton revealed that Henkel does regular market surveys in order to make sure that the company’s products are in line with shopper expectations. DunaPro’s hit products are Ultra washing-up powder and its disinfectant version – sales of these are exceptionally good in both the spring and the autumn season.

Ms Királyfai was proud to report that the Ultra Whitening product was granted the disinfectant classification, thanks to which besides the powder format their portfolio now also contains liquid cleaning and disinfecting products. Ms Csapó informed that their 5+1 Domet Maxi scourer has remained very popular. Sarantis’ universal wet wipe was selling very well in the last two 6-month periods. The company’s sales data indicate that consumers are making preparations for the big clean in the autumn and the spring. Domet will make many promotional offers in stores in the autumn months. //