Dishwashing in Italy

PROSPECTS

Main trends within dishwashing

In 2018 automatic dishwashing products continued to gain shares over hand dishwashing, also as a consequence of changing consumers’ habits and the large widespread use of dishwashers within Italians’ households. The overall value of the category is growing, thanks in particular to the good performance of automatic dishwashing liquids and tablets, which are showing higher unit prices.

The growing trend of sustainability

Sustainable and organic detergents remained a niche in Italy in 2018 for dishwashing, as only a few brands offer green and sustainable products within their lines. However, these are expected to grow strongly over the forecast period considering that consumers are becoming more and more mindful, careful and informed when choosing dishwashing and increasingly look for quality products.

The importance of online communication

Communication within dishwashing is expected to be progressively made online in digital format over the forecast period; however, traditional communication is still important and accounted for the majority of investments that dishwashing players made in 2018. On the other side, websites are increasingly important, as demonstrated by a larger number of brands having their own websites providing not only product descriptions but also helpful tips on improving dishwashing as well as overall home care.

COMPETITIVE LANDSCAPE

Finish brand is the category leader

Reckitt Benckiser Italia with its Finish brand remained the leading player in 2018. The brand is well renowned by Italian consumers and at the same time covers a wide range of products.

New launches from Pam Panorama

In 2018 the supermarket chain Pam Panorama launched a product line called ECO, which includes ecological detergents, including dishwashing detergents. The products have a low impact on the environment thanks to surfactants from vegetal origin that are fully biodegradable and less aggressive and that come from renewable sources.

New formula and new graphic for Winni’s

In 2017, Madel restyled its Winni’s brand product line, specialised in sustainable detergents, starting with its hand dishwashing Winni’s 500ml Piatti concentrated formula, adapted to sensitive skin and with a new fragrance: Lime and Apple Flowers. The new bottle, made with recycled plastic, has a unique and patented design, personalised with the Winni’s “leaf”.

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