Due to the measures taken to control the spread of COVID-19 most families spent considerably more time at home during 2020, which included eating most meals at home. As such this created more dishes to wash thereby creating increased demand for dishwashing products.
Dishwashing is a relatively consolidated category in Canada, with Reckitt Benckiser Canada Inc, Procter & Gamble Inc, Colgate-Palmolive Canada Inc, and Henkel AG & Co KGaA accounting for nearly all sales. Reckitt Benckiser Canada Inc remained the overall leader with its Finish brand of automatic dishwashing products.
COVID-19 has challenged many green home care products, including those in dishwashing. Not only do green products carry a higher unit price but they are also oftentimes perceived to be less effective.
With the rolling out of Canada’s COVID-19 vaccination programme during 2021 it is hoped that the country can enter a period of normalisation by the second half of the year. Once consumers start to return to the workplace and as consumers are able to eat out more this is likely to result in a drop in demand for dishwashing products, after the dynamism seen in 2020.
Automatic dishwashing tablets is projected to be the most dynamic category over the forecast period, overtaking automatic dishwashing liquids to become the largest area of automatic dishwashing by 2025. These products are valued for their convenience, while they also help to avoid waste by ensuring the correct dosage is delivered with each wash.
With Canada’s economy expected to come under mounting pressure in the wake of COVID-19 consumers may be forced to be more price conscious. This could offer an opportunity for private label to establish a stronger share, especially if retailers such as Wal Mart and Costco can convey the quality of their products.
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This report originates from Passport, our Dishwashing research and analysis database.
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