Dishwashing posted dynamic double-digit retail volume and current value growth in dishwashing in 2020. As people spent more time at home due to COVID-19, dishwashing increased exponentially, as home-cooked meals became the norm, given the foodservice closures and thus much reduced opportunity to eat out.
The Mama brand from Lion Corp continued to lead dishwashing in Singapore in retail value terms in 2021. Consumer trust and loyalty contribute to the popularity of this brand.
A lot of emphasis continues to be placed on products that are gentler on one’s hands, as well as environmentally-friendly in their production. Dishwashing products with more natural formulations or plant-based ingredients therefore continue to gain popularity in the market.
Demand for dishwashing products is expected to normalise over the forecast period after seeing a spike in 2020 and decline in 2021. Cooking and cleaning at home are expected to remain at levels higher than pre-pandemic, supported by ongoing flexible working from home arrangements and some consumers also taking up cooking beyond just a hobby from 2021.
Automatic dishwashing is expected to continue to see stronger growth than hand dishwashing over the forecast period, with the strongest increase expected for automatic dishwashing tablets, mainly due to the convenience of this format. Supporting the overall growth of automatic dishwashing is expected to be growth in sales of dishwashers in the country.
Although automatic dishwashing is expected to see the strongest growth in the forecast period, hand dishwashing is also set to see sales increase in both retail volume and current value terms. Innovation will remain key to driving sales in hand dishwashing over the forecast period.
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This report originates from Passport, our Dishwashing research and analysis database.
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