Dishwashing registered a boon in 2020, as with people confined to home, they washed more dishes and as result dishwashing registered double-digit value growth. In 2021, with society gradually opening up, less dishes were washed and there was a fall in volume sales, and with value sales only increasing slightly.
Domestic company Jabonería Wilson continued to rank first in dishwashing in 2021, with its traditional, well-known brand Lava. Jabonería Wilson continuously invests in communication and advertising, regularly offering discounts and promotions to retain consumer loyalty to its brands.
Hand dishwashing continued to dominate in 2021, and within that cream formats are much more popular than liquid formats, as cream formats are more affordable. However, there is an ongoing gradual shift to liquid hand dishwashing, which the pandemic speeded up, as consumers have been more concerned about cleanliness and liquids are more effective.
Over the forecast period, dishwashing will register muted constant value growth and minimal volume growth. Automatic dishwashing will outperform hand dishwashing, though value sales will still remain very low.
There will continue to be a gradual shift to liquid dishwashing formats from cream formats. Also, with more products on offer and therefore more competition, this should bring down the price somewhat.
The key factors driving sales in dishwashing is price and this will continue over the forecast period, as the economy takes times to recover from the pandemic. Consumers are not willing to pay a little extra for add-ons such as more environmentally-friendly products, on lines of concentrated products.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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