Dishwashing in South Africa

PROSPECTS

Hand dishwashing methods and formats remain dominant

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.

Hand dishwashing approaches maturity, but remains dominant

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.

Intense competition results in increased promotional activities

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.

COMPETITIVE LANDSCAPE

Performance varies across products

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 continues to lead, while Reckitt Benckiser South Africa competes with private label

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.

Support for entry level and private label offerings expected over the forecast period

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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