Dishwashing hugely benefitted from COVID-19 in 2020, with value sales growing by nearly a fifth. Part of the value growth was due to price rises, but there was also healthy volume growth.
Henkel maintained its lead in dishwashing in Kazakhstan in 2020, followed closely behind by Procter & Gamble. However, in brand share terms, Fairy, from Procter & Gamble, leads with a decent margin.
Hand dishwashing accounts for the majority of value sales, but automatic dishwashing is driving value growth. However, it is limited to higher-income consumers who live in the largest cities.
COVID-19 was a boom for dishwashing, as more time spent at home meant more dishes to be washed. Value and volume growth will reduce once COVID-19 comes under control.
Automatic dishwashing is still to be the fastest growing product area. This is attributed to consumer demand for convenience, as an increasing number of women are working outside of the home and therefore have less time to engage in housework.
It is expected that there will be further innovation in hand dishwashing. Despite hand dishwashing often being preferred as a more cost-effective method, it is likely players will innovate with some premium-positioned products.
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This report originates from Passport, our Dishwashing research and analysis database.
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