During 2020, government regulations meant people stayed at home. Moreover, as many businesses and foodservice outlets were closed, there was a strong increase in cooking meals at home.
Automatic dishwashers are becoming more normal in Estonian households. However, the household possession rate of dishwashers was only 30% in 2020, meaning hand dishwashing has remained the largest product area in 2021.
Since 2020, the popularity of premium products in dishwashing has waned slightly in favour of mid-priced handwashing alternatives. The leading brands, such as Fairy, Pur, Finish and Mayeri all stagnated in 2020 and 2021.
Despite the higher popularity of hand dishwashing, automatic dishwashing is expected to achieve the strongest growth over the forecast period. More and more households are expected to purchase a dishwasher which will naturally boost the demand for automatic dishwashing products.
Estonia is a country that already has fairly strong health and wellness tendencies, however, this is set to increase further over the forecast period due to the health crisis. As lifestyles resume some sort of normality and the economic consequences of the pandemic ease over time, eco-friendly, organic, and natural products will once again become more important, to which manufacturers will respond with relevant innovation.
Lidl entered the market at the end of 2021 in Estonia. As seen in Lithuania, Lidl so far has performed well within dishwashing due to its wide portfolio of private labels.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Estonia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dishwashing industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
This report originates from Passport, our Dishwashing research and analysis database.
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