Dishwashing has particularly benefited from the home seclusion trend resulting from the pandemic and subsequent restrictions introduced by the government in an attempt to control the spread of the virus. Remote working and learning in addition to restricted foodservice (except for takeaway and delivery) meant that many Mexicans cooked and ate at home for much of the time in 2020, a trend which continued into 2021.
Hand dishwashing remained the largest category overall in Mexico due to convenience and price, making it the most popular and accessible product type to many local consumers. While automatic dishwashing products such as liquids, powders and tablets continued to record stronger growth rates compared to the established and mature hand dishwashing, this growth is from a much smaller sales base as these products carry much higher than average unit prices, while the penetration rate of dishwashers in local households remained low in 2021.
Despite the overall low possession rate of dishwashers in Mexico, demand continued to climb amongst more affluent consumers, driving up further growth for automatic dishwashing. Busier urban consumers value the convenience that dishwashers offer.
Given the strong emphasis on household hygiene and cleanliness during the pandemic, some consumers stocked up on hand dishwashing in 2020, especially given the affordability of these products. This contributed to exceptional retail volume growth in 2020, which was not repeated in 2021.
Hand dishwashing will remain by far the most popular product, despite recording the lower retail volume growth compared to the automatic category over the forecast period. The penetration rate of dishwashers will undoubtedly continue to grow in Mexico, especially in urban areas where younger families often live hectic lives and seek the convenience and time-saving solutions these appliances can offer.
The ongoing positive performance predicted for dishwashing over the forecast period in Mexico, is likely to lead to new brands emerging and further innovation by leading brands to ensure that they differentiate from competitors. Third-ranked hand dishwashing brand Eficaz from Industrias AlEn SA de CV recorded a second consecutive year of double-digit current value growth in 2021, and further share gain.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
This report originates from Passport, our Dishwashing research and analysis database.
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