Dishwashing in South Africa

PROSPECTS

Hand dishwashing continues to dominate

Hand dishwashing dominates category sales in both volume and value terms. This is largely due to the low dishwasher penetration rate in South Africa, as these machines remain too expensive for the bulk of the population.

Hand dishwashing matures, but remains relevant

Hand dishwashing continues to mature, but this is not proving a hindrance to sales growth – with demand continuing to rise and expected to continue to do so throughout the forecast period. Industry players benefit from a large consumer base consisting of both households that own a dishwasher and those that do not, and while the scope for innovation remains relatively low within the category, consumers are well acquainted with the effectiveness of these products.

Intense competition leads to frequent promotions

The dishwashing category experienced frequent in-store and online promotions in the review period, as industry players seek to distinguish themselves from their challengers in a competitive environment. This is to the benefit of consumers, who end up paying lower prices during promotions.

COMPETITIVE LANDSCAPE

Unilever still dominates dishwashing, while Reckitt Benckiser competes with private label

Unilever South Africa has maintained its convincing leadership in the dishwashing category, thanks to its well-known Sunlight brand having established itself as a trusted brand in South Africa households. Furthermore, Sunlight is known for being economical, implying that consumers need only use a small amount of liquid during each wash.

Reckitt Benckiser leads automatic dishwashing

Reckitt Benckiser continues to lead automatic dishwashing with its popular Finish brand, which is widely available in both tablet and powder form, as well as in various pack sizes. The two tablet variants include Regular Powerball and Powerball Quantum Max – with the latter claimed to be more powerful than the regular version.

Demand for cheaper alternatives expected to rise in the forecast period

In the forecast period, demand for cheaper alternatives that fulfil the same requirement as branded products is expected to rise. This is especially true in hand dishwashing, in which consumers are often searching for bargains to match their limited budgets.

Files are delivered directly into your account within a few minutes of purchase.