Demand for dishwashing was boosted by home seclusion measures in Hungary during 2020, with consumers spending more time in the home. This resulted in a rise in home cooking, thus boosting both hand and automatic wash sales.
Demand for dishwashing products remained relatively stable in 2020. However, the category itself faced a structural transformation over the review period in Hungary.
Henkel managed to retain its long-term leading position in 2020 in Hungary. The company benefits from its strong presence within all dishwashing categories thanks to its signature Pur and Somat brands.
Dishwashing is expected to stabilise in 2021 and beyond as a sense of normality returns, with employees set to start returning to work, while schools/universities should re-open fully. People are also expected to start frequenting restaurants and bars more often again.
Automatic dishwashing tablets accounts for the majority of value sales within automatic dishwashing. The use of tablets is simple and easy, which aligns well with the strengthening convenience trend.
The general spread of automatic dishwashing involves the rising popularity of dishwashing additives as well. This category saw the fastest value growth in the last three years of the review period thanks to increasing purchasing power, a widening product range and growing awareness.
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This report originates from Passport, our Dishwashing research and analysis database.
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