Hand dishwashing is becoming increasingly less popular in Serbia, and this trend has been seen throughout the review period. Although consumers have been spending more time at home due to the COVID-19 pandemic, handwashing as continued to decline in 2020 and 2021.
All product areas within dishwashing in Serbia saw a better performance in 2020 than over the review period, which was directly influenced by the COVID-19 pandemic. As people spent much more time at home to prevent the spread of the virus, they ate more at home, which naturally increased the demand for these products.
Procter & Gamble will continue to lead dishwashing in 2021, followed by Henkel Srbija and Reckitt Benckiser Group. The latter company recorded strong sales and share growth during the year due to its presence in the strongly growing category of automatic dishwashing.
Over the forecast period, more and more consumers are expected to purchase a dishwasher which will lead automatic dishwashing to perform well. Given the disparity between the projected performances of hand dishwashing and automatic dishwashing during the forecast period, it is no surprise that most new products are expected to be launched within automatic dishwashing.
In 2022, distribution of dishwashing will continue to be heavily influenced by modernisation. As a result, channels such as e-commerce, discounters, and health and beauty specialist retailers will continue to gain shares.
One of major trends in hand dishwashing is the availability of products which claim to be “gentle on one’s skin”, or “provide care for one’s hands”. Consumers are drawn to these types of products, and therefore manufacturers will take advantage of this trend and incorporate it in their business strategies.
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Understand the latest market trends and future growth opportunities for the Dishwashing industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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