Dishwashing in Germany

PROSPECTS

Societal trends support sales of dishwashing

Cooking and eating at home with friends and family is an important and valued pastime for many Germans. Consequently, dishes including dinners sets as well as cooking supplies require cleaning.

Automatic dishwashing remains key driver

With high penetration rates of automatic dishwashers in Germany in 2018, it is unsurprising that automatic dishwashing held a high value share of sales. Automatic dishwashing tablets continued to hold the highest value and volume share within automatic dishwashing.

Hand dishwashing demand remains stable

In Germany, hand dishwashing is often limited to pre-washing dishes before using a dishwasher or for particularly delicate pieces that are not suitable for the dishwasher. Only a limited number of consumers refuse a dishwasher for ecological reasons, while others may not have the space or money to own one.

COMPETITIVE LANDSCAPE

Henkel retains leadership with innovations including sustainable angle

With a strong presence in both automatic and hand dishwashing (leading the latter), Henkel was able to maintain its leading position in dishwashing in 2018. Its brands such as Somat and Pril are renowned for their high level of sophistication and quality, which supports the company’s ongoing success.

Finish continues to lead automatic dishwashing and also targets sustainability

Henkel’s main competitor and leader in terms of value share in automatic dishwashing was Reckitt Benckiser in 2018. Its leading brand Finish is unrivalled with regards to variety and presence in Germany, which supports its overall strong positioning in dishwashing.

Strong private label presence increases pressure

With the continuously high levels of price-sensitivity and ongoing popularity of discounters, hypermarkets, supermarkets and drugstores as preferred distribution channels for dishwashing in Germany, private label’s share also remained high in 2018. Particularly sophisticated and eco-friendly lines and solutions grew in popularity among German consumers.

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