Dishwashing in Serbia

PROSPECTS

Hand dishwashing strongly declines, whilst automatic dishwashing sees growth

As was seen in every year of the review period, dishwashing saw both retail volume and current value declines in 2019. This was solely attributable to hand dishwashing, which recorded another year of falling sales.

Traditional grocery retailers continues losing distribution share in dishwashing

Traditional grocery retailers continued to lose value share in the distribution of dishwashing products during 2019. This was due to the growing share of modern grocery retailers as part of the wider modernisation trend in retailing.

Skin-friendly products see rising awareness and popularity, eco products lag behind

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 are taking advantage of this trend and incorporating it in their business strategies.

COMPETITIVE LANDSCAPE

Most players in dishwashing record value declines

Almost all the brand manufacturers present in dishwashing, and certainly all of the category leaders, recorded value declines over the course of 2019. This was influenced by the poor performance of dishwashing overall in the country, although the growing popularity of private label also played a role.

No new product launches seen, although new packaging is seen for Fairy

As in laundry care, there were no notable new product launches within dishwashing in 2019. This can be seen as a reaction to the category’s generally poor performance.

The importance of private label continues to rise

Due to a continuous increase in share in the review period, including in 2019, private label now accounts for a double-digit value share in dishwashing, making dishwashing one of the home care categories with the highest proportion of sales accounted for by private label. These products’ improving reputation for quality and their low unit prices are the main factors leading to the increasing popularity of private label.

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