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.
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Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See All of Our DefinitionsThis report originates from Passport, our Dishwashing research and analysis database.
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