Dishwashing in Austria

PROSPECTS

Automatic dishwashing products driving growth due to convenience and effectiveness

Dishwashing is a relatively mature category, seeing only limited growth in volume sales terms. However, the sales increase in current value terms was more dynamic, helped by the growing selection and availability of sophisticated products, especially pre-dosed tablets and liquid pods, with multifunctional products continuing to offer growth opportunities.

Hand dishwashing continues to decline

The high penetration level of automatic dishwashers allied to the hectic and busy lifestyles of modern Austrians means that there is increasing demand for convenience. Hand dishwashing therefore continues to decline in popularity and relevance.

Companies and consumers alike focus on environmental awareness

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

COMPETITIVE LANDSCAPE

Leaders Reckitt Benckiser and Henkel continue to increase their already large shares

Innovation leaders such as Reckitt Benckiser, with its Finish brand, and Henkel, with the Somat brand, continue growing in terms of volume and value sales as well as popularity. Henkel in particular started launching even more consumer-centric products to increase levels of hygiene, improve clarity (eg cleanliness of glassware) and optimise packaging in terms of greater safety and less waste.

Green products continue to do well as consumers ecological awareness rises

Green and sustainable products continue to play a major role and help specialist players such as Claro, Frosch or Ecover to grow, as well as Planet Pure with its refill solution. Eco-friendly private label products and lines are also continuing to expand, thus putting increasing pressure on overall average unit prices.

Growing private label competition

Competition in hand dishwashing keeps intensifying due to decreasing demand and high levels of pressure from private label suppliers with comparable quality of products to branded players as well as eco-friendly lines. Consumers often view private label ranges as offering equal efficiency to the main brands, while being more affordable.

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