In 2020, sales of dishwashing were significantly boosted by the pandemic, as households were forced to remain on lockdown for several months of the year and restaurants and fast food outlets were ordered to close their doors to minimise the spread of the virus. This resulted in a significant rise in the frequency of cooking at home, and created higher quantities of dishes that needed to be washed.
There were no significant changes in company or brand rankings in 2021 – the category continued to be dominated by Unilever which offers leading hand dishwashing brand Sunlight, while second-ranked Reckitt Benckiser leads automatic dishwashing with popular global brand Finish. Sunlight liquid possesses unrivalled brand equity in South African home care, as it benefits from strong consumer trust, while the company regularly offers promotions and bundle packs, while also stocking refills.
Prior to the global pandemic, sustainability had emerged strongly as a priority for players. As a result, many manufacturers invested significant funds into research and development to identify recyclability and products made with recycled packaging, as well as investigating eco-friendly ingredients.
Over the forecast period, while category growth is set to stabilise as the pandemic eases, dishwashing volume sales are expected to remain higher compared to the review period. Since the pandemic has changed the way South Africans live and work, many employees are expected to continue working from home on a more permanent basis, as flexible working arrangements become the norm for many companies.
Automatic dishwasher tablets is predicted to record the most dynamic performance over the forecast period, in line with an expected rise in dishwasher penetration, which remains relatively low in South Africa, while the convenience of the tablet format trumps alternative options. During 2020, dishwasher sales boomed, growing by double digits as mid-income consumers invested in these appliances to make their lives easier whilst confined to their homes.
The forecast period is set to be shaped by several key trends, including the continued development of e-commerce, while sustainability is expected to become increasingly important to both manufacturers and consumers. Firstly, the pandemic has strongly boosted e-commerce sales as consumers have been confined to their homes, and while home care e-commerce sales remain low relative to other product categories – including durables such as consumer electronics and consumer appliances – this poses strong growth potential for the forecast period.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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