Since the major outbreak of COVID-19 in May 2021, consumers have focused more on hygiene and have increasingly looked for antibacterial features in dishwashing products. As a result, more such products have been introduced and antibacterial properties have been clearly communicated on products packaging.
Automatic dishwashing again recorded the highest volume and value growth in 2021, with growth supported by attractive promotions by Bosch which started before the outbreak of COVID-19. Consumers have also shown greater interest in dishwashers for hygiene reasons as the heating and sterilisation functions offered by dishwashers have become extremely attractive during the pandemic, which has boosted demand for automatic dishwashing products.
Automatic dishwashing tablets registered the strongest sales momentum in 2021 with manufacturers promoting them along with the sales of dishwashers. Growth is also being driven by the greater convenience that these products represent as they can be simply placed directly into the machine, obviating the need to calculate the exact amount of powder or liquid.
Over the forecast period, consumers are expected to continue to demand hand dishwashing products with antibacterial features as hygiene concerns persist in the wake of the pandemic. As seen in the category during the pre-COVID period, products with natural ingredients are also set to be increasingly demanded.
International players are expected to continue to lose share to local companies over the forecast period. Much of the success experienced by domestic companies in the category can be attributed to their familiarity of local consumption culture and their ability to respond quickly and effectively to shifts in usage habits.
Consumers are increasingly switching to e-commerce, appreciating the convenience and prices it offers, having become accustomed to purchasing online during the pandemic. Major e-commerce retailers are expected to continue investing in marketing campaigns, and various manufacturers have consolidated their official online shops to boost sales.
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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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