Dishwashing in Latvia

PROSPECTS

Higher purchasing power and convenience drive development in dishwashing

While the possession rate of dishwashers remained low, there was a further steady increase in 2019. The growth in sales of dishwashers is underpinned by economic stability and higher consumer purchasing power.

Eco-friendly focus offers value sales opportunities as demand falls in hand dishwashing

A positive development for hand dishwashing is the growing array of natural and eco-friendly products. This is contributing to retail current value sales increases by offering producers a niche where growth is still possible in a declining category.

Price, efficiency and convenience trump sustainability in automatic dishwashing

In automatic dishwashing, environmental factors are less significant than in hand dishwashing, with dishwasher owners often prioritising efficiency and convenience over sustainability. This underpins the loyalty shown to well-established and trusted brands in a category with relatively few active players.

COMPETITIVE LANDSCAPE

Consumer shift towards automatic dishwashing sees Reckitt Benckiser gain ground on leader

Procter & Gamble remained the leader in dishwashing in retail value share terms in 2019. The company’s overall leadership continued to be underpinned by the dominance of its Fairy brand in hand dishwashing.

Spodriba leverages low prices and ecological focus to win retail value shares

Fourth-ranked Spodriba continued to see the fastest retail value sales growth in 2019 to boost its overall share in dishwashing. The domestic company is heavily focused on ecological products.

More companies set to look to sustainability to add value and grow shares

The ongoing development of eco-friendly products is likely to encourage more producers and distributors to actively follow the sustainability trend in the forecast period. Such development is highly important in hand dishwashing, where growth opportunities are limited.

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