The COVID-19 crisis resulted in increased time spent at home during Bulgaria’s lockdown, which stimulated consumption of dishwashing products. As a result, dishwashing registering faster growth in volume terms in 2020 than was seen previously across the review period, while average unit price increases resulted in strong current value growth.
Automatic dishwashing was the main growth driver in the overall dishwashing category. Dynamic growth of dishwashing machines in Bulgaria also benefitted automatic dishwashing products.
Henkel Bulgaria maintained its lead in dishwashing in current value terms in 2020, thanks to the performance of its Somat and Pur brands in particular. Somat has strong brand awareness and recognition amongst Bulgarians, and offers a wide range of products: classic gels and tablets, but also multifunctional products that promise better cleaning results.
Economy and value for money brands have a positive outlook in hand dishwashing in the future. Sales will be even more dependent on promotion as consumers whose budgets have become more constrained as a result of the pandemic will become more price-sensitive.
Automatic dishwashing has growth potential as more Bulgarians move to rural houses and equip them with dishwashing machines. Within the category, all-in-one products will see increased demand as consumers value the convenience and efficiency of these products, which offer multiple benefits.
Many households with a dishwasher still wash dishes by hand, so although the share of automatic dishwashing is expected to increase, hand dishwashing will remain dominant for the foreseeable future. The category is mature, hence brand owners focus on driving sales through value-added features such as exclusive scents, skin protection and antibacterial properties, as seen in the new Fairy and Medix lines.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Bulgaria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Dishwashing research and analysis database.
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