Dishwashing in Austria

2020 IMPACT

Home seclusion stimulates strong spike in dishwashing sales

Dishwashing products experienced a significant growth spike in 2020 as people had to stay at home for many months during the year. The only limiting factor was constraints on entertaining and hosting at home, though this only had a small impact on sales.

Working from home and home schooling maintains demand for convenience

Even though some consumers had more time to clean and do dishes, convenience continued to play a major role. Many families had to work from home and simultaneously help their children with home schooling creating considerable demands on their time.

COVID-19 has no impact on consumer demand for efficiency, convenience, premium care as well as sustainability in dishwashing

Efficiency, convenience and premium care for dishes and dishwashers remained among the main growth and sales drivers in dishwashing, even during the pandemic. One additional focus area especially with regards to new product launches were green and sustainable products and brands.

RECOVERY AND OPPORTUNITIES

Sustainability features enable players to differentiate their products from those of their competitors

In addition to product efficacy and value for money, sustainability will become increasingly important to consumers in their purchasing decisions over the forecast period. This is set to take the form of recycled and recyclable packaging, higher concentrated products as well as refill-stations with sales being strongest for products made from bio-degradable ingredients, free from micro-plastics and additives, and without additional plastic wrappers or unnecessary packaging.

Automatic dishwashers remains the main growth driver as consumers adapt to the “new normal”

Given the already high penetration rate of automatic dishwashers, automatic dishwashing detergents is expected to remain among the main growth drivers of the overall category over the forecast period. Even though consumers had already started spending more time away from home by the end of 2020, they are expected to revert to the “new normal” going forward.

Multifunctionality in-vogue as consumers seek to save time, effort and space

With free time becoming more limited again and more people engaging in hobbies and other activities, convenience will also become more important as a key selling feature over the forecast period. This will drive demand for multi-functional, highly efficient and easy to use products such as tablets.