Dishwashing was unaffected by COVID-19, with similar value growth to 2019. There were supply issues throughout the year, as COVID-19 measures made it difficult to transport goods around the country and also affected staffing levels, with restrictions requiring that the workforce be reduced by 50% in some instances.
Henkel continued to lead of dishwashing overall in 2020 with its Pril Isis brand, thanks to its dominant position in handwashing, with handwashing accounting for nine-tenths of value sales. Hayat DHC was in second place with its Test brand, both overall and in handwashing.
Dishwashing in Algeria remained fragmented in 2020, due to the widening distribution of dishwashing products through supermarkets and hypermarkets and the growing number of small players offering economy hand dishwashing brands. Algerian consumers continue to be highly price-sensitive, given declining disposable incomes that necessitate economy purchases of various products.
Dishwashing is expected to post healthy value growth over the forecast period. Automatic dishwashing is expected to be the main driver of growth.
While value sales of automatic dishwashing are significantly lower than hand dishwashing, automatic dishwashing will gain value share over the forecast period. A growing population, increased urbanisation and the expansion of modern grocery retailers, and as a consequence larger ranges of automatic dishwashing products, will all contribute to increased value sales.
While promoting products’ cleaning power and value is likely to remain prominent, the health crisis also focused consumers’ attention on health, which is likely to translate into growing interest in products perceived as natural or green. Within automatic dishwashing, consumers will be looking for less plastic and fully recyclable packaging.
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This report originates from Passport, our Dishwashing research and analysis database.
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