Dishwashing in Belarus

PROSPECTS

Necessity and rising disposable incomes boost sales

In 2018, dishwashing in Belarus recorded single-digit volume growth, which was higher than in 2017. Current value growth continued, but was not significantly higher compared with 2017, due to frequent discounts and promotions and growing interest in inexpensive products, including private label.

Automatic dishwashing recovers its volume growth

Automatic dishwashing in Belarus recorded negligible single-digit volume growth in 2018. There was growing interest in dishwashers in the country in 2018, thanks to the growing availability of credit and instalment payments.

Growing consumer attention to the price-quality ratio affects dishwashing

Hand dishwashing maintained its dominant volume share within dishwashing in Belarus in 2018. The majority of local consumers, even those who have a dishwasher, purchase hand dishwashing products.

COMPETITIVE LANDSCAPE

The leading competitors maintain their value shares

In 2018, the leading competitors in dishwashing maintained their high value shares thanks to their wide presence, large product assortment, promotions, new product developments and price discounts. The leading value shares in hand dishwashing were held by multinational companies such as The Procter & Gamble Co, Henkel Rus and PZ Cussons.

The competition amongst foreign and local dishwashing products remains strong

In 2018, local manufacturers of dishwashing products offered a wide variety of products, mostly in hand dishwashing. Their products are good quality and are offered at mid-range unit prices.

The economising trend encourages private label sales and discounts

The economising trend affected dishwashing in Belarus in 2018. Greater consumer attention to unit prices encouraged competitors to offer inexpensive products and price discounts.

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