Hand dishwashing remained the dominant dishwashing category in Saudi Arabia in 2018. Despite having risen steadily in recent years, household penetration of automatic dishwashers is still relatively low, with ownership of these appliances largely confined to higher-income families living in villas or apartment compounds.
Despite the traditionally strong preference for washing dishes by hand in Saudi Arabia, demand for automatic dishwashing products looks set to continue rising steadily throughout the forecast period. Further improvements in the household penetration rate of dishwashers are expected thanks to socioeconomic trends such as increasingly busy lifestyles and growth in employment among Saudi women.
Tablets remained the most popular format in automatic dishwashing in 2018, largely due to their convenience. Products like Finish All-in-1 Powerball Tabs allow consumers to complete pre-wash, wash and rinse cycles with a single tablet.
Fairy from Modern Industries Co remained the leading brand in dishwashing in value terms in 2018. Widely distributed and allocated highly visible shelf positions in key retailing channels, Fairy enjoys strong brand loyalty among Saudi consumers thanks to its longstanding reputation for offering good quality at competitive prices.
Local brands and private label products gained ground in dishwashing in 2018 as economic uncertainty made many consumers more price-sensitive. One of the strongest performers was Sidco’s Gento brand, which recorded an impressive increase in its overall value share.
Supermarkets and hypermarkets remained the most important retail distribution channels for dishwashing in value terms in 2018. Many of these outlets are located in shopping malls, which are increasingly popular leisure time destinations for Saudi families.
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This industry report originates from Passport, our Home Care market research database.