Dishwashing benefitted in 2021 from Romanians continuing to eat at home more often than they did before the start of the COVID-19 pandemic. Even though restaurants faced fewer restrictions than in 2020, some Romanians remained reluctant to eat out as they were concerned about contracting COVID-19.
New product developments are mostly focusing on increased product effectiveness when it comes to dishwashing. This is because Romanian consumers have come to value product quality and functionality as hygiene awareness has increased.
Sustainability is rapidly becoming a key trend across the category, with more and more products coming in recyclable packaging (eg Pur, Sano Maxima) or in eco-friendly versions. For example, at the beginning of 2021, Henkel Romania SRL launched a new eco-friendly variant of its popular Pur brand: Pur Pro Nature.
Automatic dishwashing is projected to be the most dynamic category over the forecast period, as dishwasher penetration is set to improve in the coming years. Automatic dishwashing is still a relatively niche area, but with Romanians leading increasingly busy lifestyles this expected to continue driving demand for dishwashers.
Product innovation will be a key factor in terms of creating product differentiation in the coming years with Romanians welcoming new product developments that they perceive to add value. A significant share of this innovation will be in the direction of sustainable/bio products.
E-commerce has taken giant strides since the outbreak of COVID-19 in Romania, with general grocery products now being widely available online. This trend will likely continue over the forecast period, with Romanian consumers becoming more familiarised with shopping for a wide range of FMCG online, including dishwashing.
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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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