During 2021, there was continued strong focus from dishwashing manufacturers on eco-friendly, organic and dermatological product offers. Indeed, innovation in sustainability of products was pronounced focussing on packaging.
Orkla continued to dominate dishwashing with its Sun brand in automatic dishwashing, and Zalo in hand dishwashing during 2021. While these two brands lost value share during most of the review period, its offering of Klar continued to record positive results, having entered automatic dishwashing tablets in 2019.
As consumers continued to spend more time at home during 2021 as a result of the pandemic, consumers were eating more meals within the home, using more dishes, glasses and cutlery. Consequently, more Norwegian consumers invested in dishwashers, driving retail value sales of automatic dishwashing tablets.
Constant retail value sales growth is expected to remain negative in 2022, but at a much higher rate than before. Nonetheless, retail value sales growth (in constant 2021 prices) is likely to rise in 2023, after which it is anticipated to remain steady and positive for the rest of the forecast period.
Further innovation within dishwashers, such as auto-dosing, could present a challenge to the longer-term performance of automatic dishwashing tablets. The most advanced appliances can now calculate how dirty a load is and adjust the amount of detergent needed to be administered.
The shift from hand dishwashing to automatic dishwashing powder to tablets will continue throughout the forecast period, with automatic dishwashing tablets driving the bulk of constant retail value sales growth. Hand dishwashing has become unpopular due to automatic dishwashers using less water and offering energy efficiency benefits.
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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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