Executive Summary

Feb 2019
PROSPECTS
Automated dishwashing drives sales due to convenience and high effectiveness

Automated dishwashing products continue to develop strongly, driven mainly by demand for automated dishwashing tablets. Currently, dishwashing tablets are gaining popularity not only due to convenience and time saving reasons, but also continuous product innovations and improvements in effectiveness.

Hand dishwashing sees decline

Ecological awareness continues to grow among Austrian consumers, affecting both brands and private label products. The availability of organic and eco-friendly products is also increasing, further contributing to the strengthening of the segment.

Companies responding to rising consumer environmental awareness

Brands such as Claro, which are increasingly focusing on eco-friendly automated dishwashing tablets and liquids, saw positive results in 2018. Despite strong promotional activity within dishwashing, Claro emphasises the high quality of its products and benefits from the high level of environmental awareness among Austrian consumers, many of whom are willing to spend more on eco-friendly products.

COMPETITIVE LANDSCAPE
Branded products continue to dominate

Major brands dominate Austrian dishwashing sales, with Reckitt Benckiser and Henkel leading the way due to the popularity of their Finish and Somat brands. At the same time, private label sales share within dishwashing is slightly higher than for other home care areas.

Rising ecological awareness

In addition, ecological awareness continues to grow among Austrian consumers, affecting both brands and private label products. The availability of organic and eco-friendly products is also increasing across retailers, which will further strengthen the segment.

Growing private label competition

Private label operators have the potential to benefit from both ecological and convenience trends and increase their popularity and value sales. Consumers have mixed views regarding the quality of various dishwashing products and often view private label ranges as offering equal efficiency, while being more affordable.

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Dishwashing in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashing industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing in Austria market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Dishwashing in Austria?
  • What are the major brands in Austria?
  • What is the dishwasher penetration rate in Austria?
  • What are the key new product launches in the dishwashing products market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Dishwashing in Austria - Category analysis

HEADLINES

PROSPECTS

Automated dishwashing drives sales due to convenience and high effectiveness
Hand dishwashing sees decline
Companies responding to rising consumer environmental awareness

COMPETITIVE LANDSCAPE

Branded products continue to dominate
Rising ecological awareness
Growing private label competition

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Care in Austria - Industry Overview

EXECUTIVE SUMMARY

Home care posts positive performance in 2018
Austrians opting for convenient and effective products
Global players continue to dominate home care
Multifunctionality and innovation drive new product launches
Home care expected to continue developing

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources