With consumers spending longer periods of time at home during the pandemic, demand for dishwashing, driven by the dominant hand dishwashing, notably increased in 2020. In addition to remote working and learning measures in place, prompting increased cooking and therefore a greater need to clean dishes, restrictions on eat-in services of horeca outlets earlier in the year also drove the home cooking trend.
Automatic dishwashing, represented by the powder format, recorded stable but low volume growth in 2020, despite a further rise in the possession rate of dishwashers in Costa Rica. However, the overall possession rate of dishwashers in the country remains low when compared to that of washing machines with the latter perceived to be more essential to basic hygiene and cleaning routines.
Colgate-Palmolive retained its overall convincing leadership of dishwashing in 2020, due to the popularity of its hand dishwashing brand Axion. It was followed at some distance by local player Irex de Costa Rica with its brand IREX.
Higher levels of demand for dishwashing is predicted to continue into 2021 due to the likelihood of further home seclusion with the pandemic remaining a viable threat in the country heading into the forecast period. Nevertheless, the category is predicted to see a greater return to normalisation in terms of consumers’ purchasing behaviour from 2022 onwards.
As the emphasis on eco-friendly products in the country has been steadily growing, dishwashing products that further align with the sustainability agenda are also likely to gain traction amongst more affluent consumers. This will help to support higher value growth (at constant 2020 prices) compared to volume of hand dishwashing, with this dominant category offering further potential for development in terms of functional benefits such as skin care or environmental issues, and greater demand for more efficient and concentrated proposals.
Despite the prediction for higher value growth over the forecast period, lingering price sensitivity heading into the forecasts period is likely to encourage consumers to search for value packs as a cost-saving solution. Therefore, major international and local brands such as Axion, IREX and Pril will need to find additional ways to generate value for consumers, by providing larger packaging presentations and value packs of liquid and paste hand dishwashing products that are capable of meeting consumers’ regular dishwashing needs, while remaining affordable to most average mid-income consumers.
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This report originates from Passport, our Dishwashing research and analysis database.
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