Dishwashing largely benefited from the COVID-19 pandemic in 2020 overall. Due to lockdown, many consumers were remote working or receiving online classes, meaning more time was spent at home than usual throughout 2020.
Due to the increased number of dishes to wash in 2020, consumers favoured automatic dishwashing compared to hand dishwashing due to convenience. Likewise, as hygiene concerns rose due to the pandemic, consumers preferred to wash dishes more frequently and thoroughly.
Procter & Gamble Israel MOD Ltd will continue to lead dishwashing and extend its lead over second-placed Reckitt Benckiser Ltd in 2021. Procter & Gamble’s Fairy brand leads hand dishwashing, being positioned as an effective, high quality product in a wide variety of fragrances, and benefitting from wide distribution.
After witnessing current value decline in 2021, dishwashing will return to growth in 2022, and will continue to do so over the duration of the forecast period. This is part of the ongoing normalisation that was seen since after the artificially boosted growth in 2020.
The sustainability trend has been gathering pace in Israel and in recent years and is expected to continue doing so over the forecast period. This will impact dishwashing in two ways.
Following the raised hygiene concerns in 2020 and 2021, this will continue to have a significant impact on dishwashing over the forecast period. New product developments are expected to focus on offerings with more disinfectant properties as to attract consumers who continue to be anxious surrounding the sanitation of their homes.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Israel with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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