Dishwashing was one of the top performers in home care in 2020. With people spending more at home due to restrictions on movements, more dished needed to be washed.
Procter & Gamble Portugal continued to lead overall dishwashing in value terms in 2020. Its Fairy brand remained the clear leader in hand dishwashing, as the brand has a high level of consumer loyalty.
Reckitt Benckiser Portugal remained second in overall dishwashing and the leader in automatic dishwashing with its Finish brand in 2020. It has led automatic dishwashing for many years, thanks to a high level of consumer awareness and its strong association with the product area.
COVID-19 will continue to give a boost to dishwashing over the forecast period. As the economy is expected to take a few years to recover from the fallout of the virus, people will eat out less and consequently more dishes will be washed at home.
The rising penetration of dishwashers in the country, boosted by new construction and house refurbishments, will ensure that automatic dishwashing will continue to gain value share over the forecast period. Also, increased urbanisation and consumers’ desire to save time on home care tasks will increase the frequency of use of dishwashers.
COVID-19 further focused consumers’ attention on the harmful effects of certain home care products on the environment and on health. To take advantage of the increased interest in eco-friendly products, players launched new products such as Finish 0% in automatic dishwashing liquid, tablets and additives and Fairy Naturals, which comes in ginger, lavender or 0% perfume.
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This report originates from Passport, our Dishwashing research and analysis database.
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