In Spain, the much greater time spent at home during lockdown, the fewer opportunities to eat out and vigilance over disinfection and hygiene helped dishwashing products to a much better volume and value sales performance in 2020.
Dishwashing continued to experience declining demand overall in 2019, driven by the ongoing weak performance of the larger traditional category in volume terms, hand dishwashing. This trend correlates with the increasing possession rate of dishwashers in Spain, which is naturally having a positive effect on the performance of automatic dishwashing products.
The top two players within dishwashing, Reckitt Benckiser and Procter & Gamble and Henkel maintained a clear lead over the competition in 2020, although they both lost slight share in the year owing to the emergence of Químicas Oro. The multinationals continued to benefit from their vast knowledge of the market, and well-timed entries such as Fairy (Procter & Gamble) and Finish (Reckitt Benckiser) have allowed them to quickly gain leadership, while investing in innovation and marketing, and driving strong distribution.
The increase in eating at home owing to the pandemic will last longer than expected at the beginning of the health crisis, with this set to be reflected in forecast period sales of dishwashing. While in 2021 sales are likely to contract given the unexpected surge in demand in 2020, the trend of working from home more often will contribute to sustaining the higher level of home cooking reached over the past year.
As local users of dishwashers continue to search for greater convenience and time-saving measures, they are increasingly turning away from automatic dishwashing powders, with the tablet format benefiting. The latter is therefore set to maintain its popularity over the forecast period, recording small but consistent volume growth rates.
With demand for automatic dishwashing tablets set to remain high over the forecast period, particularly with the emergence of innovative all-in-one products such as the new launch by Henkel, Somat “Todo en 1”, the sales performance of dishwashing additives will be limited. As salts and rinsing agents are being incorporated into tablets, manufacturers of dishwashing additives are therefore being forced to develop new products including deodorisers and dishwasher cleaners, in addition to launching new packages and formats.
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This report originates from Passport, our Dishwashing research and analysis database.
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