While Sweden did not enter lockdown in 2020, the Swedish government did recommend people to work from home where possible. Thus, more time spent at home resulted in consumers frequenting foodservice outlets less which meant more eating at home occasions resulting in more dishes to wash and subsequently a greater need for dishwashing.
Swedes generally consider the sustainability of products emphatically and examine ingredient lists. Therefore, product development relating to product content, packaging material, and packaging design of dishwashing products focus on clean, fresh, easy to use, long-lasting, sustainable, and natural.
In general, Swedes lead busy lifestyles that resumed during 2021. Consequently, automatic dishwashing tablets are favoured as they add convenience to consumers’ lifestyles.
Private label in Sweden is becoming more sophisticated with its on-trend selection that includes lines such as Änglamark, and ICA Skona, and more such dishwashing products are expected to enter the competitive landscape during the forecast period. Änglamark is eco-friendly, and its products carry the Nordic Swan Ecolabel logo and includes automatic dishwashing products, including all-in-one tablets, is effective at 50 degrees Celsius and free from scents and colourants thus also displaying the Asthma and Allergy Association logo on its packaging.
Finish launched a water savings campaign #SlutaFörskölj (stop rinsing) during 2021. These adverts communicate the message that by not rinsing dirty dishes before placing them into the dishwasher will eliminate the wastage of up to 25 litres of water per dish load.
Dishwashing players are increasingly focusing on messages to promote their green credentials and to ensure that consumers have more information regarding the ingredients in their products. For example, Orkla’s green label brand, Grumme, states that it is one of Sweden’s five greenest labels.
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This is the aggregation of hand and automatic dishwashing products and dishwashing additives.See All of Our Definitions
This report originates from Passport, our Dishwashing research and analysis database.
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