Colombia is still lagging behind when it comes to adopting dishwashers as a standard fitted appliance in kitchens, creating strong fluctuations in automatic dishwashing sales. Automatic dishwashers sales were hit by the recent economic downturn.
Although automatic dishwashing sales are declining, this has not benefited hand dishwashing. Indeed, hand dishwashing saw a slight decline in volume sales during 2018.
To offer a better performance for different surfaces, Axion launched Axion Complete, a product that claims to provide better results for plastic dishware, which is usually harder to clean, especially when greasy. However, the product is not focused only on plastic, also offering a more effective cleaning performance for any surface.
Thanks to Axion, the most traditional brand in dishwashing, Colgate-Palmolive & Cia continued to lead sales in 2018. The brand continues to launch new products in liquid and solid formats.
Lava, from John Restrepo A y Cia, performed strongly in 2018 thanks to its position as a value for money brand that fits well among lower priced private label ranges. The company also distributes other home care brands like Top, Dersa and Blancox, thus helping to expand geographical outreach.
Despite the strong expansion of discounters, private label growth remains somewhat limited and below that of leading brands such as Axion, Lava and Lavamil. Unlike in other areas, traditional brands such as Axion, Lava and Loza Crem have reacted with new developments and aggressive promotional activities to keep their consumer bases.
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This industry report originates from Passport, our Home Care market research database.