Prior to 2020, dishwashing was already very much an established category within German home care, with value growth mainly stemming from price increases as a result of switching to more expensive, convenient product formats while volume sales were already declining – also partly due to the compaction trend. However, 2020 changed the picture completely, as home seclusion due to restrictions on movement during the pandemic and flexible remote working offered by companies in Germany, resulted in a surge in demand for dishwashing products.
Leading companies Henkel and Reckitt Benckiser performed strongly within dishwashing in 2020, with both gaining marginal value share, as consumers opted to purchase well-known brands such as Somat and overall leader Finish. While retaining a notable presence in the category, private label lost some ground in 2020, while green brands such as Frosch and Ecover managed to hold their own because they are less associated with lower efficacy in terms of dishwashing.
Time-saving continues to be a determining factor when it comes to household chores in Germany – a particularly relevant factor within dishwashing during 2020 where the home seclusion trend meant greater usage of a dishwasher or handwashing dishes. Demand for automatic dishwashing tablets continued to rise because it simplifies the dishwashing process and thus saves time and effort, which has become hugely appealing, especially for parents juggling home schooling and remote working at the same time.
Many companies in Germany are likely to continue to implement or even extend their home office policies beyond 2020 for white-collar positions, leading to consumers cooking more meals at home, which therefore requires a greater amount of dishes that need to be washed. This will support overall demand for dishwashing products over the forecast period; although 2021’s performance will slow down considerably after the 2020 boom, ongoing steady growth is expected, particularly for time-saving and convenient automatic dishwashing tablets.
While value growth (at constant 2020 prices) is set to be outperformed by volume due to declining prices, the category still offers potential for further innovation and expansion as noted by product launches from 2020 including Love Nature and brand extensions from well-established brands such as Somat and Finish. These brands have one factor in common: they all claim to use bottles made from recyclable plastic and only use natural ingredients.
Social distancing and the home seclusion trend are expected to remain relevant within dishwashing early in the forecast period. Even prior to the pandemic, dishwashing was a category that was starting to gain momentum in Germany through e-commerce because of the possibility of buying in bulk at lower unit prices in addition to the convenience of home delivery.
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Dishwashing
This report originates from Passport, our Dishwashing research and analysis database.
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