Home care has always been a major factor in turnover for mass retailers, which in recent years have flanked the success of specialised chains. Those are channels served by multinationals that compete in the consumer detergent market, using price and promotions as a leverage to be more competitive, even pushing products that are unsorted and often of low quality.
The profit margins war that is currently raging has created both a vacuum for more demanding customers who seek guarantees of deep cleaning and long lasting cleanliness, and a market opportunity for longstanding brands like Marka, which offers professional expertise in creating premium high performance products, successfully adapting its sales and production to suit mass retail clients.