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Learn moreFeb 2019
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As in laundry care, hand washing methods and formats remain dominant in dishwashing. Dishwashing machines remain affordable only to the privileged percentage of the middle- and upper-middle income classes.
As many consumers continue to use hand dish washing methods, hand dishwashing is relatively mature, with innovation only witnessed in the introduction of scented formats. However, the category remains extremely popular due to the low average unit prices and effectiveness of these products.
Promotional activities for automatic dishwashing products are evident throughout the year as the product is available in all leading retailing channels and players continue to compete for share in a competitive environment. Private label offerings are often emphasised as they enjoy prime positioning on shelves alongside the leading brands.
Automatic dishwashing powders recorded a retail volume decline over the review period. This is most likely because the product is used in washing machines, with penetration rates of these appliances remaining relatively low.
Unilever South Africa retained its strong lead in dishwashing in 2018. In second place, Reckitt Benckiser South Africa faced intense competition from private label offerings from Pick 'n' Pay Retailers and Shoprite Checkers.
The future performance of dishwashing products is anticipated to be driven by the popularity of entry level and private label products, mainly due to their lower-than-average unit prices. However, despite the increasing popularity of entry level alternatives, dishwashing as a whole is likely to enjoy support from upper-middle to higher-income consumers, most notably as these consumers are able to afford dishwashing machines.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in South Africa with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Dishwashing industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.