Dishwashing in Bosnia and Herzegovina

PROSPECTS

Volume sales for hand dishwashing could be boosted, as the media highlights multiple uses for the products

As dishwashers grow, consumers switch to automatic dishwashing due to the convenience it brings to their lives

In 2019, dishwasher penetration in the country continued to grow, as was the case for the review period. As a direct consequence of this trend, hand dishwashing saw negative retail value growth, while automatic dishwashing recorded a healthy positive retail value growth.

Automatic dishwashing tablets remain popular, however automatic dishwashing liquid records higher growth, boosted by improved offerings

Automatic dishwashing tablets remained the most popular products within overall automatic dishwashing in 2019 – however, automatic dishwashing liquids recorded a higher retail value growth rate. This growth was driven by the improved offerings and growing popularity of automatic dishwashing liquids, as well as the growing notion that these products are more effective than tablets.

COMPETITIVE LANDSCAPE

Procter & Gamble leads dishwashing with offering Fairy, a product that benefits from a well-established position and strong marketing support

Procter & Gamble continued to lead dishwashing in 2019, closely followed by other international manufacturers such as Reckitt Benckiser and Henkel. The majority of Procter & Gamble’s sales come from hand dishwashing, with the player only having a marginal presence in automatic dishwashing.

Local players engage and give back to consumers, building stronger reputations

In 2019, local players focused on marketing that built upon their brand reputations and engaged consumers.

Private label products appeal, as competitive price points give them an edge

Private label remained an attractive option for many consumers in dishwashing over the review period. The leading private label is Denkmit from dm-Drogerie Markt, a rapidly expanding drugstore chain in Bosnia-Herzegovina.

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