With the rolling out of Canada’s COVID-19 vaccination programme during 2021, the country entered a period of normalisation in the second half of the year. As consumers started to return to the workplace and were able to eat out more, this resulted in a drop in demand for dishwashing products, after the dynamism seen in 2020.
Even though hand dishwashing remained the largest category within dishwashing in Canada, it could not maintain the volume of sales the category experienced in 2020, with a notable decline seen in 2021. However, compared with the pre-pandemic level of sales in 2019, retail sales in hand dishwashing were still higher even in constant terms in 2021, as consumers continued to spend more time at home.
Dishwashing is a relatively consolidated category in Canada, with Reckitt Benckiser Canada, Procter & Gamble, Colgate-Palmolive Canada and Henkel AG & Co accounting for nearly all sales. Reckitt remained the overall leader with its Finish brand of automatic dishwashing products holding over a third of value share in the product area and regaining the value share the brand lost during 2020.
With the successful roll out of Canada’s COVID-19 vaccination program during 2021, the country entered a period of normalisation in the second half of 2021. This is expected to continue in 2022.
Canadian consumers are aware of the impact their actions have on the planet. According to Euromonitor International’s Voice of the Consumer: Consumer Lifestyle Survey, one in five consumers were worried about climate change, and this number is expected to continue rising during the forecast period.
The penetration rate of dishwashers (around two-thirds of local households had one in 2021) will continue growing, as the volume of dishwashers in Canada is forecasted to grow in the next five years, which will support growth in the sales of automatic dishwashing tablets and liquids. The increase in dishwashers is driven by consumers’ interest in convenience in the home.
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Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See All of Our DefinitionsThis report originates from Passport, our Dishwashing research and analysis database.
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