Dishwashing in Germany

2020 IMPACT

Home seclusion trend propels dishwashing’s stronger performance in 2020

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.

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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.

Convenience and sustainability remain relevant within 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.

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