Dishwashing in Argentina

PROSPECTS

Automatic dishwashing remains a niche

The demand for automatic dishwashers in Argentina remained low in 2018. Therefore, in terms of volume and value sales, automatic dishwashing represents marginal share compared to hand dishwashing.

Consumers buy quality

Big marketing campaigns drive the leading brands in most of home care. In hand dishwashing, the clear leadership of Unilever and Procter & Gamble is not only based on their image but also their quality, in terms of number of washes per litre.

Environmental concerns may strengthen automatic dishwashing

The growing concerns over the scarcity of water will likely drive demand for automatic dishwashing. On average, a wash load in a dishwasher demands marginally more than half the water used in an equivalent hand dishwash.

COMPETITIVE LANDSCAPE

Duopoly in automatic dishwashing

Automatic dishwashing is dominated by Reckitt Benckiser and Unilever with their respective brands Finish and Sun.

Fragrances and formulations

Innovation in dishwashing is usually based on new packaging, more efficient concentrations and new fragrances. Cif has a wide range of fragrances across its home care products (floor cleaners, scouring agents, bathroom cleaners).

Refillables and large pack sizes

The number of single households continues to grow in Argentina, which promotes the development of small pack sizes. However, brands also launched family-size bottles at a more affordable price, as consumers are becoming increasingly aware of the price difference in terms of pesos per litre.

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