The brand manufacturer Henkel announces that it will increase the prices of its detergents. If the dealers do not accept the pricing policy, there is a risk of trouble. Once again, consumers are at a disadvantage.
Dusseldorf \u2012 Henkel is a manufacturer of Persil, Weißer Riese, Spee, Vernel, Perwoll and Der General. The Pril washing-up liquid for the kitchen and the Schwarzkopf cosmetics division are also part of the range of the brand manufacturer from Düsseldorf. Products that every consumer knows and has already taken with them to the dm or Rossmann drugstore. "Yes, we have to continue to raise prices in certain areas and categories," Knobel said in an interview with the Süddeutsche Zeitung (SZ). He once again cites the increase in material costs as the reason. According to Knobel, these costs have risen by a total of three billion euros within two years.
Detergent manufacturer announces price increases: Henkel meets customer requirements in every price segment
"If we didn't raise prices, the company's profitability would erode. And then we lack the funds for innovation and investment," Knobel said in the SZ. In return, the CEO even accepts that some retail chains such as Rewe, Kaufland and Lidl, or drugstores that are still popular with consumers, refrain from putting Henkel brands in their showrooms. "If individual retailers don't want to accept our conditions, we sometimes stop delivering," explains Knobel. Henkel is one of the world's leading brand manufacturers.
The brand manufacturer Henkel plans to raise its prices. He is known, among other things, for the detergent Persil. © Rolf Vennenbernd/dpa
Henkel not only serves the expensive premium segment such as Persil in retail. There are also low-cost brands on the shelves that consumers can use as alternative detergents, which is why Henkel products end up in the shopping carts of many different households. In doing so, Carsten Knobel pursues a clear entrepreneurial strategy. The focus is on growth and market potential in the areas of detergents and cleaning agents as well as cosmetics. The business with oral and skin care and air fresheners has already been sold. By the end of the year, about 2000 jobs in sales and administration are to be eliminated worldwide.
Henkel has just entered the detergent market in New Zealand, reports Lebensmittelpraxis, and will thus become the leading supplier in the "down under" region and New Zealand.
Detergent manufacturer Henkel: Other manufacturers and retailers are also experiencing an ice age
Even today, consumers are looking in vain for the article "White Giant" in the drugstore. Consumers can now find some washing powder on the shelves at a significantly higher price. Apparently, the anger over prices between manufacturers and retailers is in full swing. There is also an ice age at the Edeka and Mars supermarkets. For months, sweets, chewing gum or pet food from the US company have been missing from the shelves of Germany's largest supermarket chain. Rewe retailers also feel blackmailed by manufacturers.
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Consumers are also likely to feel swayed by the Pril deceptive packaging, which was found by the Hamburg consumer advice center. But Henkel's press office had an answer ready. In short, retailers are responsible for prices. Manufacturers give only one recommendation.
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