Dishwashing in Greece

PROSPECTS

Automatic dishwashing drives growth as dishwasher penetration increases

Dishwashing continued to see growth in retail current value terms in 2019, despite a volume decline. Automatic dishwashing saw strong growth, driven by the increase in dishwasher penetration and use.

Investment and convenience lead automatic dishwashing tablets to perform well

Within automatic dishwashing, automatic dishwashing tablets accounted for the highest sales in 2019, and also saw the highest growth, due to their convenience of use. This is also the category which attracts the most investment in new product developments.

Hand dishwashing maintains value growth as all households use such products

Given its commodity status even in households that own a dishwasher, hand dishwashing saw retail current value growth in 2019, but this was at a much slower pace than automatic dishwashing, due to maturity. The migration from private label to branded products in the context of promotional activities resulted in growth in value sales, but a slight volume decline.

COMPETITIVE LANDSCAPE

Multinationals dominate, with the two leaders also seeing share growth

Procter & Gamble Hellas continued to lead dishwashing in value terms in 2019. Its Fairy brand was the dominant brand in hand dishwashing and second in automatic dishwashing.

Private label suffers from discounting by brands

The share of private label is declining in dishwashing, due to the competition from branded products. Due to the prevalence of aggressive discounts from manufacturers of branded products, which have reduced the price difference, private label is losing its competitive advantage of low prices.

Increasing competition as brands often offered on promotion

Hand dishwashing has become increasingly competitive, since all the branded players, such as Fairy, Ava and Palmolive, offer price discounts from 30% to 50% to attract consumers, and have high visibility in stores with impressive displays and stands. Consumers are taking advantage of these offers mostly by shopping based on the promotions offered by brands, and prefer branded products as they are perceived to have better quality, and their prices are now approaching those of private label.

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