Dishwashing in Middle East and Africa

Delivery

This report comes in PPT.

Key Findings

Increasing disposable incomes and changing lifestyles drive growth

Economic stagnation hampered the region’s growth in 2017. As the economy recovers, increasing disposable incomes is expected to improve sales. Furthermore, an increasing number of women are joining the workforce in developing countries, and time-deficient families purchase dishwashers to add convenience and reduce effort. Modern appliances such as dishwashers are also viewed as enhancing status in developing countries.

Liquid format stands out  within hand dishwashing

Liquid products are the most preferred, and there is a shift even in rural areas. Liquid format products in certain countries such as Nigeria are available at much lower prices. Bar detergents are preferred in most countries when disposable incomes are low. On the other hand, in Israel, gel is gaining popularity as manufacturers focus on increasing consumption.

Hand dishwashing dominates over automatic dishwashing

Hand dishwashing leads value sales in all major countries apart from Israel. Automatic dishwashers are considered expensive by the majority of households. However, changes in economic and demographic situations in certain countries encourage dishwasher purchases. The trend is expected to continue with promotions and discounts the major drivers of sales.

Brands have to innovate in order to charge a premium

Competition from local players and private labels is increasing, as they provide products at low cost compared with international players. Recent innovations have included advances in terms of packaging, fragrances and added properties such as anti-bacterial, skin-friendly, and improved grease removal. High-priced brands have to innovate further to provide added value to encourage customers to pay a premium.