While there was some stockpiling of dishwashing products in the initial stage of the COVID-19 pandemic, there was a slowdown in sales in the following weeks and dishwashing saw very little panic buying. Nonetheless, the pandemic provided a significant boost to demand in the category in 2020.
Automatic dishwashing also benefited from consumers’ increased hygiene concerns resulting from the pandemic, as high temperature wash cycles were considered to be an effective way to kill viruses and bacteria. The platform for automatic dishwashing’s expansion was strengthened by the increase in dishwasher penetration and use prior to the COVID-19 outbreak.
Procter & Gamble Hellas remained the largest player in dishwashing in value terms in 2020, with its Fairy brand dominating sales in hand dishwashing and ranking second in automatic dishwashing. Fairy gained value share as a result of its broad product offer and discounting activity, which enabled it to compete against private label rivals.
During the lockdown in place between March and May, and again as the number of cases started to pick up in August, upon the reopening of borders, there was a strong shift towards e-commerce in a number of product categories, including dishwashing. The move to-ecommerce was driven by a combination of factors, including the closure of brick-and-mortar stores, consumer concerns about exposure to the COVID-19 virus through social contact, and the general increase in digital engagement during lockdown, with consumers turning online for a wide range of purposes, including socialising, entertainment, work and study, as well as shopping.
With restrictions being eased and foodservice reopening, Greek consumers are starting to cook and eat less at home than during lockdown, potentially undermining demand for dishwashing products. However, the recovery of foodservice will be constrained by measures introduced to ensure a COVID-19 safe environment, such as reduced capacities because of social distancing and the wearing of face masks.
One of the most enduring effects of the COVID-19 pandemic on consumer demand is likely to be a lasting rise in hygiene-consciousness. The increase in concern for hygiene seen during the pandemic built on an existing trend, itself supported by the more general increase in interest in health and wellness.
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This report originates from Passport, our Dishwashing research and analysis database.
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