Dishwashing in Singapore

PROSPECTS

Natural formulations in high demand

As hand dishwashing continues to be one of the leading products in home care overall, competition remains high with various product innovations introduced to attract consumers’ attention. With more companies such as Lion and Unilever moving towards their sustainability goals, natural formulations are in demand to stay relevant in the market.

Dishwashing still relevant despite consumers spending more time outside home

Despite more people having less time to cook at home and preferring to buy their food outside the home, dishwashing products can still be found in almost all homes in Singapore. While household adoption of dishwashers is still below 6%, hand dishwashing will keep enjoying growth with the increasing number of households (around 2% per year) in Singapore.

Innovation remains important as more manufacturers enter

With different households having different levels of income and needs, innovation must meet the needs of consumers. There is a growing group of consumers who are willing to pay a premium for features that can improve their quality of life.

COMPETITIVE LANDSCAPE

Lion Corp (S) Pte Ltd shows no sign of slowing down

Despite efforts from various brands to gain traction through innovations, Lion Corp (S) Pte Ltd remains the leading player in dishwashing. Consumer trust and loyalty contributed to its popularity.

Henkel Singapore Pte Ltd and Reckitt Benckiser (S) Pte Ltd remain top players despite slow growth of dishwashers

According to Euromonitor data, household penetration of dishwashers in Singapore is still below 6% as awareness of the benefits of dishwashers remains low. However, both Henkel Singapore Pte Ltd and Reckitt Benckiser (S) Pte Ltd through their products, Somat and Finish, respectively, have benefited from the lack of competition in this subcategory.

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