In Spain, the much greater time spent at home during lockdowns and the limited opportunities to eat out as well as the increased attention paid to disinfection and hygiene helped dishwashing products to turn in much better volume and value sales performances in 2020. Automatic dishwashing detergents and additives enjoyed greater demand, helped by the growing trend for using machines for dishwashing.
In the pre-pandemic years of the review period, also when sales spiked in 2020, and then during the declines recorded in 2021, the common denominator was automatic dishwashing outperforming hand dishwashing in current value terms. Automatic dishwashing overtook hand dishwashing in value sales terms a good number of years ago, and the latter has since continued to record weaker performances than the former.
The top two players within dishwashing, Reckitt Benckiser and Procter & Gamble, maintained a clear lead over the competition in 2021, although they have both been losing some share due to the emergence of Químicas Oro. The multinationals continued to benefit from their vast knowledge of the market, investment in innovation and marketing, and strong distribution networks.
Hand dishwashing will still be accounting for more than a third of retail value sales in dishwashing by the end of the forecast period, meeting demand not only from consumers without automatic dishwashers, but also for the cleaning of cookware and delicate glassware or tableware. However, hand dishwashing will continue to lose share to automatic dishwashing over the forecast period.
Growing consumer concerns over biodegradable and eco-packaging took something of a backseat during national lockdowns, as Spaniards’ emphasis was on ensuring they had a good home supply of hand dishwashing products amid tight movement restrictions. Development and innovation of eco-friendly dishwashing has generally been relatively slow, although the main players are making some efforts to launch products with ecolabels, which should continue in the coming years.
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, this will hamper the performance of dishwashing additives. 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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Dishwashing
This report originates from Passport, our Dishwashing research and analysis database.
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