Dishwashing benefitted from the 2020 lockdowns, with healthy value and volume growth, as with people spending more time at home, they needed to wash more dishes. In 2021, with society opening up, volume growth was lower though still healthy.
Hygiene Orient SA continued to lead dishwashing in Morocco in 2020, due to its diverse product portfolio. Its brand Oni is a household staple and accounted for nearly a third of value sales of hand dishwashing.
Hand dishwashing remained the dominant detergent in dishwashing, posting a healthy growth rate both in volume and value terms. Hand dishwashing is extremely popular amongst low and middle-income groups.
Dishwashing will register healthy constant value and volume growth over the forecast period, with a growing population supporting volume sales. Hand dishwashing will remain the largest product area in terms of value sales, while automatic dishwashing will register the higher growth.
Moroccans are becoming increasingly worried about climate change and one of the most concerning worries for Morocco is water shortages. This could benefit automatic dishwashing over the long term, as a dishwasher is more water-efficient than washing by hand, when the dishwasher is fully loaded.
There will continue to be a gradual shift to liquid dishwashing formats from paste formats. In addition, consumers will pay more attention to the ingredients of hand dishwashing products, with ingredients such as vitamin E in demand, as they help to protect the skin.
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Dishwashing
This report originates from Passport, our Dishwashing research and analysis database.
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