Dishwashing in Estonia

PROSPECTS

Positive economic outlook set to drive sales in dishwashing

Hectic lifestyles and growing purchasing power are two of the most important engines of growth for automatic dishwashing in Estonia. Within many new residential areas, dishwashers are becoming a must-have for high-income urbanites.

Hand dishwashing remains dominant despite changes in lifestyle

Automatic dishwashing recorded higher growth rates in retail volume and current value terms compared to hand dishwashing in 2019. However, many households in Estonia do not own dishwashers, and therefore, automatic dishwashing continued to hold a low overall share of the category.

Widening dishwasher ownership set to boost automatic dishwashing liquids and tablets

Retail volume sales of dishwashing are expected to record marginal growth over the forecast period, due to the stagnation predicted for hand dishwashing. The category is starting to mature and become saturated, and it will be difficult to achieve greater growth.

COMPETITIVE LANDSCAPE

Procter & Gamble benefits from innovation and marketing support for Fairy

The Procter & Gamble Co with its Fairy brand was the clear leader of dishwashing in Estonia in 2019. Its dominance can be found across other countries in Europe too.

Local player Mayeri Industries benefits from attractive prices and environmentally-friendly formulations

Although large multinational players led dishwashing in 2019, local player Mayeri Industries ranked fourth overall. Its popularity is due to an attractive price range, local origins and also due to its use of nature-friendly ingredients.

Werner & Mertz GmbH dynamic thanks to focusing on environment

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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