Dishwashing in Bulgaria

PROSPECTS

Automatic dishwashing sees a rising share of sales

Dishwashing continued to see strong retail current value growth in Bulgaria in 2019, with volume sales seeing a slightly slower increase. Automatic dishwashing saw higher growth than hand dishwashing, as more households were able to afford a dishwasher, and they were keen to purchase one due to time-saving, the desire for a modern lifestyle and efficiency in terms of cleaning and water consumption.

Hand dishwashing also sees rising sales thanks to value-added features

Nevertheless, hand dishwashing continued to dominate in 2019, and also saw strong growth. Many households with a dishwasher still wash dishes by hand, and this is why even though the share of automatic dishwashing is expected to increase, hand dishwashing will remain dominant for the foreseeable future.

Strong growth set to continue, especially in automatic dishwashing

Dishwashing is expected to continue to see strong retail current value growth in the forecast period, as consumers will tend to allocate more time for home cooking in order to maintain a healthier diet. Modern lifestyles will shape the preference for convenience.

COMPETITIVE LANDSCAPE

Henkel Bulgaria maintains its lead, followed by Ficosota Syntez

Henkel Bulgaria maintained its lead in dishwashing in value terms in 2019. This was due to the performance of its Somat brand in particular, but also Pur.

Players leverage partnerships and new launches

Multinational players in automatic dishwashing leverage partnerships with technology brand owners to nurture brand loyalty and awareness. Popular promotions include offering a free pack of automatic dishwashing pods or additives with a new dishwasher.

Mexon’s Medix brand leads hand dishwashing but the private label share is rising

Mexon is a major Bulgarian producer of home care products. Its most famous brand is Medix.

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