Dishwashing in Germany

PROSPECTS

Automatic dishwashing drives sales due to its convenience

Automatic dishwashing tablets continued to perform strongly in 2019, driven by an increased number of households owning dishwashers and by consumers looking for all-in-one products to simplify their daily chores. This contributed to the positive overall development of dishwashing in Germany in 2019.

Dishwashing additives continues to decline

Dishwashing additives originally became popular due to the additional features offered for the dishwashing cycle such as extra shine or extra scent. However, with automatic dishwashing tablets offering these features within the products, consumers do not feel the need to buy dishwashing additives.

Consumers’ environmental awareness pushes companies to innovate

Dishwashing in Germany has experienced a rise in new brands that offer at least one eco-friendly component. For example, Ecover Deutschland GmbH offers natural ingredients and bottles made from 100% recycled plastic in its hand dishwashing and automatic dishwashing tablets.

COMPETITIVE LANDSCAPE

Henkel leads dishwashing thanks to its product portfolio

Henkel AG & Co KGaA continued to lead dishwashing in Germany in 2019 due to its wide product portfolio across several dishwashing products. It offers Somat in automatic dishwashing and dishwashing additives and Pril in hand dishwashing.

Finish leads automatic dishwashing tablets and dishwashing additives

The Finish brand from Reckitt Benckiser Deutschland GmbH continued its winning streak and led value sales of automatic dishwashing tablets and dishwashing additives in 2019. The brand offers different lines of automatic dishwashing tablets: Classic, Quantum and All in 1 but the clear leader is the All in 1 range of tablets that simplify the dishwashing chore for Germans with busy lives by offering everything necessary in one tablet.

Eco-friendly brands are also present in dishwashing

Ecological awareness continues to grow among German consumers, affecting all players, brands and private label. The availability of organic and eco-friendly products is also increasing across retailers, which will further strengthen the segment.

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