Unilever confident of 20% increase in Breeze powder detergent sales


  • Business
  • Thursday, 22 Apr 2004

BY SABRY TAHIR

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. 

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3
Subscribe now to our Premium Plan for an ad-free and unlimited reading experience!
   

Next In Business News

Reservoir Link secures well-test job
Gadang wins RM188mil PWD contract
Gamuda bullish about prospects
Pound may need to fall to plug the hole of UK’s international debt
Better harvest seen for Kim Loong in FY23
Supercomnet set for healthy order flows across three segments
HLB aims to build world-class digital capabilities
Japan, PETRONAS to cooperate on gas investment
Economy on solid, stable footing, says Zafrul
ADB 1H22 commitment lower than pre-pandemic level

Others Also Read