Dishwashing in Austria

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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