Dishwashing in France

PROSPECTS

Super-promoted dishwashing tablets erode value potential

According to trade experts, half the value of total dishwashing detergents was generated via promotional incentives during 2018. The two leading players, Unilever France SA (Sun) and Reckitt Benckiser France SA (Finish), compete intensively in automatic dishwashing tablets, the most dynamic format (it saw the highest volume growth in 2018).

Versatile/all-in-one detergents hinder dishwashing additives

With manufacturers still placing focus on the development and marketing of all-in-one (washing plus rinsing plus shiner plus reviving salts) automatic dishwashing detergents, French households deem it unnecessary to buy dishwashing additives separately. Thus, volume sales of dishwashing additives will continue to see a downward trend over the forecast.

Hand dishwashing faces saturation

The household penetration of dishwashers in France increased further in 2018, in essence reducing the proportion of households resorting to hand dishwashing. Volume sales of hand dishwashing fell during the review period and are likely to continue decreasing in the forecast period as more French households plan to be equipped with dishwashers.

COMPETITIVE LANDSCAPE

Growth expected only for green brands

2018 confirmed the rapid consumer transition towards ecological brands among French households. Only manufacturers dealing with green brands are seeing their value sales progress.

Big four manufacturers see an overall share decline

Super-discounted pricing, changing consumer preferences and the ongoing transition towards green brands caused the four leading manufacturers (Unilever France SA, Reckitt Benckiser France SA, Colgate-Palmolive France SA and Henkel France SA) to lose aggregate value share in 2018. Faced with these evolving trends, the top manufacturers may undertake new strategies to counter the decline.

SC Johnson steps into dishwashing detergents

Following its 2017 acquisition of Ecover France SAS, thus inheriting flagship brands Method and Ecover, global multinational SC Johnson & Son Inc has taken a further step into home care. With its financial muscle and innovative capacity, SC Johnson has gained value share in dishwashing.

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