• In the period January 01 –June 01, 66,1% of Croatian households at least once purchased Fabric Softeners. Almost 68% of them bought the category at least twice in the first half of 2001. The average category volume per buying household amounted to 3,5 l.
• Lenor was the strongest brand on the market. It attracted more than half of all category buyers. Over 55% of Lenor buyers bought Lenor more than once. Lenor not only achieved the highest penetration but also reached the highest intensity level among all analyzed brands ( buyers were more intensive than average category buyer (4 l vs 3,5 l).
• Silan was the second strongest brand on the market with penetration level of 22,6 % and repeat purchase rate of 36,7%.
• Lenor buyers had the highest intensity towards the brand, amounting to 2,57 l per Lenor compared to 1,85 l for Silan and 1,75 l for Coccolino.
• Ornel had the weakest position on the market out of analysed brands. Only every sixth category buyer tried Ornel in the first half of 2001.
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