In 2021, retail volume of sales of both hand and automatic dishwashing declined at a considerable rate. This drop in demand stemmed mainly from the new normal way of life for local consumers, as they started to adapt to a gradual return to society.
In June 2021, Cif (Unilever) launched a new version of its hand dishwashing detergent. Although its traditional hand dishwashing format is concentrated, the brand claims that the new Cif BioActive results in a 30% improved performance than its previous version as it has a higher concentration level.
Premium brands dominate sales of hand dishwashing. Magistral (Procter & Gamble) and Cif (Unilever) are, by far, the two most expensive brands in the category.
Hand dishwashing is experiencing a premiumisation process in Argentina, with concentrated versions of brands gaining share despite their higher price points. Although volume sales declined in 2021, overall value sales remained positive as the average unit price continued to climb.
Brands have found that consumers of hand dishwashing are willing to pay more for a concentrated formula, which they have not been able to achieve in concentrated laundry detergents. However, within hand dishwashing, local consumers understand the advantages of concentrated formulas in terms of money saving.
Automatic dishwashing remains a niche area of the category, mainly accessible to mid- to high-income consumers. However, increasing mobility which leads to demand for convenience and time-saving solutions and environmental concerns present strong growth opportunities for the category over the forecast period.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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