Most Canadians like to dine out at least twice a week, with younger millennials fully embracing this trend. According to Capital One and Credit Canada, consuming food outside of the home is the most popular indulgence for Canadians, and they are willing to spend approximately CAD200 per month on dining out.
Current value sales of automatic dishwashing liquids and automatic dishwashing powders started to decline as consumers shifted their interest towards automatic dishwashing tablets. Although the price of automatic dishwashing tablets is comparatively higher than liquids or powders, the convenience and the optimum usage of the tablet makes it a preferred choice.
The undeniable strong demand for automatic dishwashing tablets has led to the significant growth and popularity among most households. Contrary to the trend of smaller packaging sizes, the large economic pack sizes are especially high in demand.
As the leading player in dishwashing in Canada, Reckitt Benckiser continued to gain strong value share in 2018. The company strengthened its leadership in most of dishwashing, recording a strong performance in automatic dishwashing liquids, and dominating dishwashing additives.
The consumer giant Procter & Gamble continued to gain value share within dishwashing in 2018, strengthening its second position. The player aims to target millennials who are undoubtedly becoming strong decision makers/influencers in home care through social media.
The increasing awareness of the importance of protecting the environment, especially water usage, have led to consumers searching for eco-friendly dishwashing detergents. Understanding the need, players have been promoting their brands as environmentally-friendly or sustainable.
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This industry report originates from Passport, our Home Care market research database.