Dishwashing saw overall demand surge in 2020 as Finns began cooking and eating at home much more frequently than normal due to lockdown measures and fear of contracting COVID-19. The category experienced a reversal of fortunes in 2021, with total volume and current value sales declining sharply as the threat from the virus receded with the rollout of vaccines and public health restrictions affecting foodservice outlets and freedom of movement were eased.
Like in other home care categories in Finland, ecological concerns are increasingly shaping competitive strategies in dishwashing, especially when it comes to new product development. For example, in 2021 grocery retailing giant Kesko expanded its Pirkka private label range with two EcoCert- and Nordic Swan Ecolabel-certified hand dishwashing products, one with a wild strawberry scent and one unscented variant targeted at those who suffer from fragrance allergies.
Just as concerns about sustainability are driving demand for eco-friendly options, the growing desire for convenience among Finnish consumers with busy lifestyles continues to strengthen interest in more sophisticated dishwashing products positioned as offering greater efficacy and multiple functions. One of the clearest manifestations of this trend in recent years has been the increasing preference for all-in-one products in automatic dishwashing tablets.
Unscented dishwashing products that are made with natural ingredients, contain fewer chemicals and are safe for people who suffer from allergies look set to continue gaining popularity in Finland over the forecast period. Examples include those in Berner’s LV range, which are fragrance-free and have been developed in cooperation with the Finnish Allergy, Skin and Asthma Federation.
Together with increased price-sensitivity caused by high inflation and the lingering economic effects of COVID-19, the growing offer of more sophisticated variants should ensure private label continue to mount a strong challenge to branded players in dishwashing over the forecast period. Rainbow from S Group is likely to remain one of the best performing private label lines, as it is well positioned to meet consumer demands for products that combine natural, eco-friendly formulas with high efficacy standards.
With Finnish consumers increasingly concerned about plastic waste, in recent years packaging has been a focal point for dishwashing manufacturers in their efforts to address the demand for more sustainable products. For example, in 2020 Unilever adopted recyclable plastic sachets for its Sun All-in-1 automatic dishwashing tablets and a new bottle made from recycled plastic for automatic dishwashing liquid product Sun All-in-1 Gel.
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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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