Dishwashing in Spain

PROSPECTS

Increasing penetration rate of dishwashers in Spanish households continues to support rising demand for automatic dishwashing

Dishwashing continued to experience declining demand overall in 2019, driven by the ongoing weak performance of the largest 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.

Tablet format maintains popularity due to offering consumers greater convenience

As local users of dishwashers continue to search for greater convenience and time-saving measures, they are increasingly turning away from automatic dishwashing powders, and to a lesser extent, automatic dishwashing liquids, towards the tablet format. The latter therefore maintained its popularity in addition to recording the strongest performance overall in both retail volume and current value terms.

All-in-one tablets reduce the need to purchase dishwashing additives

With demand for automatic dishwashing tablets set to continue over the forecast period, particularly with the emergence of innovative all-in-one products such as the new launch by Henkel with Somat “Todo en 1”, sales of dishwashing additives continued to decline, with salts and rinsing agents being incorporated into tablets. Manufacturers are therefore being forced to develop new products including deodorisers and dishwasher cleaners, in addition to launching new packages and formats.

COMPETITIVE LANDSCAPE

Leading players consolidate their positions through innovation and wide portfolios

The three leading players within dishwashing, Reckitt Benckiser, Procter & Gamble and Henkel strengthened their positions in 2019, gaining value share from smaller competitors. The multinationals continued to benefit from their vast knowledge of the market and well-timed entries such as Fairy and Finish have allowed them to quickly gain leadership, while investing in innovation and marketing, and gaining strong distribution.

Henkel continues to record strong performance through innovation and new product launches

Third-ranked Henkel continued to record a strong performance in 2019, in both value share and current value sales terms, with the player continuing to invest in dishwashing with interesting new products under its Somat range, including its all-in-one “Todo en 1”, automatic dishwashing tablets, while strongly supporting new launches with online and television advertising. In addition to investing in positive performers such as automatic dishwashing tablets, the player also ventured into the declining, but larger category, of hand dishwashing when it launched a new product in 2018, which recorded strong share and value sales growth in 2019, leading to loss of share for leading brand Fairy.

Expansion through eco products offers differentiation for Unilever

Unilever, known more for its stronger presence in laundry care, entered dishwashing when it launched in Spain a number of ecological products with the introduction of its plant-based dishwashing brand Seventh Generation in 2019. The liquid format claims to be non-toxic and offered in a biodegradable formula, and 97% plant-based as it contains essential oils and botanical extracts.

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