Dishwashing was positively impacted by COVID-19 in Belgium as people were eating more at home and had more dishes to wash, mostly with automatic dishwashing. Volume sales increased not only during the lockdown but afterwards also, as working at home is more popular and people dine out less often, for lunch and especially at night, since they are already at home.
Over the year there was further switching from automatic dishwashing liquids and especially dishwashing powders to tablets. Dishwashing saw further premiumisation with more powerful products.
Sustainability is another innovation path followed by dishwashing detergent manufacturers. Indeed, as Sun Nature, which was launched in 2019, is performing well, Unilever intends to continue to innovate on the ecological path characterised by its Sunlight products.
Value and volume growth of dishwashing is expected to decline in 2021 but sales levels are set to be higher than they were pre-COVID-19 – that is, higher than they were in 2019. Volume sales gained a significant boost in 2020 with the increase in the number of people working and otherwise staying at home during and after the COVID-19 lockdown period.
As dishwashing machine manufacturers are trying to reduce the amount of water that their new machines consume in keeping with sustainability trends, it is probable that automatic dishwashing detergent manufacturers will be focusing on gel detergent instead of powder tablets. Indeed, gel needs less water than powder to be effective.
We expect to see further innovation towards sustainability and adding value through higher cleaning and scrubbing efficiency over the forecast period. Manufacturers of dishwashing products are also expected to adopt eco-soluble packaging and create more value from this.
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This report originates from Passport, our Dishwashing research and analysis database.
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