Dishwashing in Estonia

PROSPECTS

Increase in living standards boosts dishwasher penetration

The ownership of dishwashers is becoming increasingly common in Estonian homes. According to Statistics Estonia, in 2016, 24% of households had an automatic dishwasher.

Automatic dishwashing outperforms hand dishwashing

Automatic dishwashing recorded higher growth rates in retail volume and current value terms compared to hand dishwashing in 2018. However, many households in Estonia do not own dishwashers and therefore, automatic dishwashing continued to hold low overall share of the category.

Growing maturity is projected for hand dishwashing

Retail volume sales of dishwashing are expected to record marginally slower growth over the forecast period, due to stagnation predicted for hand dishwashing. The category is starting to mature and become saturated, and it is difficult to find new source for greater growth.

COMPETITIVE LANDSCAPE

The Procter & Gamble Co holds significant lead

The Procter & Gamble Co with its Fairy brand was the clear leader of dishwashing in Estonia in 2018. The main reason for such popularity is that consumers perceive Fairy as offering high quality along with a competitive price.

Local player Mayeri Industries offers competition to internationals

Although large multinational players led dishwashing in 2018, local player Mayeri Industries ranked fourth overall with double-digit value share. Its popularity is due to an attractive price range, local origins and also due to its use of nature-friendly ingredients.

Werner & Mertz GmbH records fastest value growth

Werner & Mertz recorded the fastest current value growth within dishwashing in Estonia. The company offers automatic dishwashing and hand dishwashing under the Frosch brand, which enjoys perceived quality and in comparison with its competitors is considered more nature friendly.

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