Rising urbanisation, increasing yet slow penetration of dishwashers and rapidly growing participation of women in the workforce all contributed to retail value sales growth of dishwashing in 2021. Premium formats continued to perform well as many consumers transitioned from bar to liquid and paste.
Colgate-Palmolive (Pakistan) Ltd continued to lead dishwashing during 2021 on account of the success of its brand Lemon Max. Lemon Max is the company’s flagship brand, enjoying strong brand loyalty.
Vim, the flagship dishwashing brand of Unilever Pakistan Ltd, continued to register moderate retail value sales growth throughout the review period, which was not enough to compete with Lemon Max, thus recording a decrease in value share. Although Vim is available at the same price point as Max, Vim remained unsuccessful in convincing consumers in its claims that it is a powerful stain and grease removing solution for washing dishes despite marketing and promotional efforts.
Hand dishwashing is expected to register robust retail value sales growth over the forecast period. The boost in sales is likely to be as a result of the growing population in the country along with a rapid conversion from unbranded to branded hand dishwashing alternatives.
Dishwashing in Pakistan is predicted to remain dominated by hand dishwashing over the forecast period and automatic dishwashing will continue to have a negligible share. This is due to the availability of cheap labour which makes cleaning people affordable to higher income groups and these domestic workers are then used for dishwashing in addition to other house tasks.
Dishwashing bars is expected to remain the dominant format for hand dishwashing in the country over the forecast period. Despite the introduction of new formats such as liquid and paste by leading brands, the penetration and awareness of these formats remains low.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Dishwashing industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dishwashing industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Dishwashing research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page