Dishwashing in Spain

PROSPECTS

Automatic substitutes hand dishwashing

Dishwashing experienced a positive evolution in 2018. The main driver of growth was automatic dishwashing, while hand dishwashing sales continued to decline.

Automatic dishwashing tablets gain share

Within automatic dishwashing, tablets continued to gain share and record the highest current value growth. Manufacturers largely invested in the development of this format by offering tablets with additives, easy to dose and in large packages.

Less space for additives

Dishwashing additives suffered from the competition of all-in-one detergents, in particular automatic dishwashing tablets. Salts and rising agents are increasingly being included in tablets.

COMPETITIVE LANDSCAPE

Reckitt Benckiser gains first position

Dishwashing’s competitive landscape continued to be highly concentrated in the hands of several international companies. Furthermore, it characterises a struggle for the leading position between Reckitt Benckiser España and Procter & Gamble España, reflecting the popularity of their brands Finish and Fairy, respectively.

Private label maintains consumers’ trust

Private label held strong double-digit value share in 2018. During the review period, and in particular during the years of economic crisis, private label managed to gain consumers’ trust and quickly reached a dominant position.

Somat reinforces its positioning

Henkel Ibérica recorded growth in 2018 due to the new launches for its Somat range and its advertising efforts, particularly online and on television. In 2018, for the first time, Somat entered hand dishwashing, with three varieties and two different formats.

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