Dishwashing has seen an improved performance in 2021 relative to 2020, continuing to be boosted by a greater focus on hygiene in light of the COVID 19 pandemic as it is often also used as a surface care product. A key factor in its improvement is, however, the resumption of foodservice sales as many small foodservice outlets tend to purchase dishwashing liquids through retail, and with foodservice provision returning to near normal in 2021, having been severely limited for parts of 2020, demand has improved through this consumer segment.
Growing competition in the category, particularly towards the low price end, has also helped boost volume growth, helping to reduce purchases of cottage industry products. Whereas hand dishwashing has been a traditionally consolidated category, dominated by Morning Fresh, Mama and Sunlight, a range of lower priced brands have joined the competition since 2018, including Sunshine, Limpo Clean, and Shine-All.
Automatic dishwashing remains a very niche category in Nigeria as the vast majority of Nigerians continue to use domestic help negating the need for the convenience of automatic dishwashing. The product was only recently launched (in 2013), appealing to upper income consumers and small commercial foodservice outlets (that often purchase products through retail due to their small size), but with a weak economy in 2020 and 2021, it has struggled.
Strong volume growth is expected in dishwashing over the forecast period, driven by growing competition at the low priced end of hand dishwashing. The greater availability of lower priced brands is expected to help limit competition from unbranded, cottage industry products.
Nevertheless, with an improved economy expected over the forecast period, helping to drive growth of the middle income population, there is also expected to be a return by middle income consumers to higher quality dishwashing liquids, which are more effective for dishwashing tasks. The growing use of more modern utensils and kitchens will also spur demand for more sophisticated dishwashing products, helping to drive overall value growth.
Rising urbanisation will also continue to boost dishwashing demand over the forecast period as urban consumers who are involved in formal and professional employment are more likely to purchase silverware and will purchase better quality dishwashing products for their care. Automatic dishwashing is also expected to be boosted by a growth in demand from small foodservice providers that often purchase through retail, as well as by a growth in the upper income population, including from a return to expatriate population growth as economic growth helps to drive demand for expatriate workers who are more likely to be familiar with using dishwashers.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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