After four years of declines, consumption of dishwashing boomed during the COVID-19 epidemic in 2020 as consumers were forced to cook and eat at home during the long periods of home seclusion. Household cleanliness and hygiene was stressed by the authorities and media during the health crisis in many countries and Colombians clearly took note of these messages and ensured their plates, cutlery and drinking vessels were thoroughly cleaned after use.
Although hand dishwashing is by far the most popular product in dishwashing and is almost a commodity product in Colombia, it nevertheless recorded strong growth in consumption in 2020 due to its traditional appeal to families and increased loads during the long periods of home seclusion. Many households favoured larger pack sizes during the COVID-19 crisis as these offer better value for money, with growth driven by 501-900ml and 901ml-1.
Liquid dishwashing products became more attractive for smaller households and middle-income households as these products became available in a greater variety of pack sizes, especially in hard discounters. Increasing accessibility and low prices are appealing, especially in millennial households where there is usually no domestic help, although there remains a widely-held perception that pastes offer greater value for money than liquids due to their lower prices.
Dishwashing is expected to record strong consumption growth in 2021 as many households continue to work and study at home in the early part of the forecast period, followed by lower growth in 2020/2023 until finally registering retail volume declines over the last two years of the forecast period. However, the falls in those years will be entirely driven by hand dishwashing as more households invest in dishwashers and therefore switch to automatic dishwashing.
A number of brands widened their home care portfolio by entering dishwashing given its strong growth during the COVID-19 pandemic. However, these new products faced major hurdles in their efforts to establish a strong position in dishwashing due to the intense competition from the leading international brands and the strong position of hard discounters.
Some channel shifts were evident in sales of dishwashers during the health crisis. Many consumers began to avoid hypermarkets and supermarkets in order to minimise their social contact, often opting to shop in smaller outlets such as traditional grocery retailers.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Colombia 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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