Unilever confident of 20% increase in Breeze powder detergent sales

  • Business
  • Thursday, 22 Apr 2004


CONSUMER products giant Unilever (M) Holdings Sdn Bhd expects sales of its Breeze powder detergent to grow by double digits this year, thanks to the SIRIM certification and its No Chalk campaign. 

The company's Breeze brand manager Abdul Sani Abdul Murad said the product's ingredients had been tested and certified by SIRIM QAS International for not containing chalk as fillers. 

“We have invested RM2mil in this formulation and will embark on activities to fortify Breeze’s brand leadership,'' he told a media briefing in Kuala Lumpur yesterday. 

Abdul Sani Abdul Murad at the launch of the No Chalk campaign

Chalk is water-insoluble and reduces detergents’ concentration. 

“Detergents with high chalk content are cheaper than Breeze but they do not provide full cleaning efficacy for the same amount of detergent used,” he said.  

Abdul Sani said Unilever had also invested RM1.5mil on the three-month No Chalk campaign that would help Unilever garner a 20% increase in Breeze sales this year. 

He said the powder detergent market accounted for 75% of the detergent market valued at RM500mil annually.  

“Powder detergents are becoming more popular as more hand wash consumers are switching to machine wash,” he said.  

According to a research, the penetration rate of washing machines is estimated at 80% currently, which means that eight out of 10 homes in Malaysia have a washing machine, Abdul Sani said. 

He said Breeze, which was introduced in 1957, was currently the market leader in the powder detergent market, and enjoyed a double-digit market share.  

The product range comprises Breeze Powder, Breeze Colour Powder, Breeze Liquid, Breeze Persil Powder, Breeze Persil Liquid and Breeze Excel Concentrate

“Unilever invests RM2mil annually on research and development in Breeze to keep ahead of the competition in the market,” he said. 

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