Dishwashing in New Zealand

PROSPECTS

Tablets driving overall category growth

Positive current retail value sales growth continued in dishwashing in 2018, driven by the strong growth observed within automatic dishwashing tablets, helped by high price points and high dishwashing machine ownership rates. Additionally, eco trends helped drive value sales growth, owing to the higher price points occupied by eco brands and their increasing levels of penetration.

Construction boom drving growth in automatic dishwashing

Construction of new residential and commercial buildings is set to continue over the forecast period. As such, dishwasher use in both residential and commercial properties is expected to release, owing to expectations of its incorporation into new build properties.

Hand dishwashing expected to remain the largest category

Despite the strong performance of automatic dishwashing powder and tablets, hand dishwashing held the largest retail value share in 2018, and is expected to continue to do so over the forecast period. The category was mature, enjoyed a high level of penetration and was highly competitive, with a higher number of brands present than in competing dishwashing categories.

COMPETITIVE LANDSCAPE

Reckitt benckiser continues to lead

Reckitt Benckiser New Zealand Ltd continued to lead dishwashing in 2018, through its Finish brand. The strength of the company’s performance was attributable to Finish’s performance within automatic dishwashing tablets and automatic dishwashing powder, where it achieved large SKU counts and high levels of penetration.

Innovation drives Quantum Pacific’s performance

Local player Quantum Pacific was one of the more innovative companies in 2018, with a focus on delivering high-performing products. The company established a partnership with Fisher & Paykel – originally a New Zealand-owned company producing dishwasher appliances, which is now owned by Haier – in its product development to ensure that consumers receive maximum performance from their dishwashing machines.

Eco brands growing in prominance

Eco concerns continued to influence dishwashing. This manifested itself in a number of ways, such as preference for environmentally-friendly dishwashing products, as well as seeking to minimise water usage when using dishwashing machines.

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