Dishwashing in Poland

PROSPECTS

Flourishing housing market helps to drive sales

The housing market in Poland remained strong in 2018. Aside from initial demand from the general population, the housing market also benefited from both corporate and private investment.

Growing penetration of dishwashers positively impacts sales of tablets

Driven by rising demand for convenience and higher standards of living, more Poles are investing in dishwashers. In 2017, the household penetration of dishwashers reached 32% in urban areas and 31% in rural areas.

More ecological products are launched

Polish consumers are becoming more aware of the importance of using ecological products, with this leading to a growing range of such offerings. One example is the Yope brand, which offers a line of natural and ecological products, which includes a hand dishwashing option.

COMPETITIVE LANDSCAPE

Grupa Inco remains the leading player in dishwashing

Grupa Inco, with its Ludwik range, remained the leading player in dishwashing in Poland in 2018, thanks largely to strong brand awareness as a result of a longstanding presence in the marketplace. In addition, the brand benefits from its local origins as well as being seen as offering decent quality.

Private label attracting more consumer attention

Private label products are becoming more attractive for consumers thanks to a growing range of products and a good price/quality ratio. As many consumers are choosing to shop more frequently in discounters, sales are being driven by the convenience of purchasing all one’s grocery needs in one place.

New players enter the category

Thanks to the strong growth of automatic dishwashing, more players and brands are entering the category. These include brands which are well-established in other categories and so can count on existing consumer trust.

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