Dishwashing in Greece

PROSPECTS

Hand dishwashing affected by maturity

Hand dishwashing is a mature category and this affects growth potential. Sales increased in 2018 driven by the reopening of former Carrefour outlets under new ownership, Sklavenitis (Carrefour’s bankruptcy has resulted to losses for hand dishwashing); however, forecast growth potential remains low with volume sales set to increase yet only marginally.

Automatic dishwashing regains part of its lost share

Hand dishwashing remains the dominant type of dishwashing in Greece; however, at the end of the review period automatic dishwashing started to increase again, having posted losses during the recession. The decline was driven by decline in dishwasher penetration and a decline in the frequency of automatic dishwashing in an effort to save money.

COMPETITIVE LANDSCAPE

Fairy leads sales of hand dishwashing products

Fairy remains the clear leader in hand dishwashing products, claiming approximately half of the category’s sales. The brand saw an increase in value share at the end of the review period driven by its wide product variety and discounting activities.

Finish is the clear leader in automatic dishwashing

Reckitt Benckiser’s Finish dominates sales of automatic dishwashing. Apart from its leadership within the largest category of automatic dishwashing tablets, Finish is the only branded product in automatic dishwashing liquids and powders as well as in automatic dishwashing additives and this has helped the brand to retain leadership.

Brand loyalty is lost due to promotional intensity

Promotional intensity was very high at the end of the review period, and this had an impact on brand loyalty as consumers got used to buying during promotions, stocking up and waiting until the next promotional activity to purchase dishwashing products. As a result brand loyalty has been lost, and consumers are buying dishwashing products based on the promotion that offers the best value instead of brand name.

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