Dishwashing in Middle East and Africa

September 2021

The COVID-19 pandemic boosted dishwashing sales in 2020, as many nations entered strict lockdowns to curb the spread of the virus. Demand was driven by more frequent home cooking and remote working, while changes in consumer purchasing behaviour boosted the e-commerce channel in many markets. In the forecast period, buoyant sales are expected to be driven by remote working becoming more permanent, while rising dishwasher penetration is set to inject value into the market.

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Key Findings

Increasing disposable incomes and changing lifestyles drive growth

Economic stagnation hampered the region’s growth in 2017. As the economy recovers, increasing disposable incomes is expected to improve sales. Furthermore, an increasing number of women are joining the workforce in developing countries, and time-deficient families purchase dishwashers to add convenience and reduce effort. Modern appliances such as dishwashers are also viewed as enhancing status in developing countries.

Liquid format stands out  within hand dishwashing

Liquid products are the most preferred, and there is a shift even in rural areas. Liquid format products in certain countries such as Nigeria are available at much lower prices. Bar detergents are preferred in most countries when disposable incomes are low. On the other hand, in Israel, gel is gaining popularity as manufacturers focus on increasing consumption.

Hand dishwashing dominates over automatic dishwashing

Hand dishwashing leads value sales in all major countries apart from Israel. Automatic dishwashers are considered expensive by the majority of households. However, changes in economic and demographic situations in certain countries encourage dishwasher purchases. The trend is expected to continue with promotions and discounts the major drivers of sales.

Brands have to innovate in order to charge a premium

Competition from local players and private labels is increasing, as they provide products at low cost compared with international players. Recent innovations have included advances in terms of packaging, fragrances and added properties such as anti-bacterial, skin-friendly, and improved grease removal. High-priced brands have to innovate further to provide added value to encourage customers to pay a premium.

Introduction

Scope
Key findings

Regional Overview

Middle East and Africa registers strong growth in dishwashing
COVID-19 boosts demand for dishwashing across the region
Egypt and Saudi Arabia drive value growth in dishwashing
Egypt, Saudi Arabia and Israel add most value, while Nigeria declines
Hand dishwashing and automatic dishwashing tablets drive growth
Price remains a key factor, while dishwasher possession remains low
Traditional and modern grocery retailers remain strong over the period...
…while e-commerce grows strongly from a low base

Leading Companies and Brands

Most markets consolidate, while Morocco and Algeria fragment
Henkel retains leadership in the region
Multinational companies dominate dishwashing sales
Feba consolidates a strong rise in brand rankings over the period

Forecast Projections

Egypt poses the strongest sales potential from 2020-2025
Automatic dishwashing to be boosted by rising dishwasher penetration
Soft drivers expected to significantly impact demand in forecast period

Country Snapshots

Algeria: Market context
Algeria: Competitive and retail landscape
Egypt: Market context
Egypt: Competitive and retail landscape
South Africa: Market context
South Africa: Competitive and retail landscape
Saudi Arabia: Market context
Saudi Arabia: Competitive and retail landscape
Israel: Market context
Israel: Competitive and retail landscape
Morocco: Market context
Morocco: Competitive and retail landscape
United Arab Emirates: Market context
United Arab Emirates: Competitive and retail landscape
Nigeria: Market context
Nigeria: Competitive and retail landscape
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