Dishwashing in the Czech Republic

PROSPECTS

Shift from hand to automatic dishwashing continues

In 2019, dishwashing posted retail current value growth similar to that seen in the previous two years, although retail volume sales continued to decline. Growth was fuelled mainly by automatic dishwashing, with hand dishwashing continuing to stagnate in current value terms and decline in volume terms at the end of the review period.

Automatic dishwashing tablets remains the main driver of growth

Within automatic dishwashing, consumers prefer modern types of dishwashing products. This was reflected in the fact that automatic dishwashing tablets and dishwashing additives were the main drivers of retail current value growth in 2019.

Consumers move towards premium and eco-friendly products

Although Czech consumers continued to seek value for money in 2019, with a large share of sales within dishwashing accounted for by price promotions, rising demand for premium, sustainable and eco-friendly products served to push up the average unit price. This was visible mainly in automatic dishwashing tablets, in which the premium lines of the leading brands were increasingly popular.

COMPETITIVE LANDSCAPE

Multinationals maintain their lead thanks to widespread distribution

Dishwashing continued to be dominated by three multinationals in value terms in 2019, namely Henkel, RB (Hygiene Home) Czech Republic (formerly Reckitt Benckiser) and Procter & Gamble, which were the only players to hold double-digit value shares. These players have similar business strategies, which revolve around widespread distribution of their brands and the offer of a wide product assortment, which includes both mid-priced and premium products, as well as different pack sizes in order to be able to target the majority of consumers.

Eco brands gain ground

Unilever, which ranked fourth in dishwashing in value terms in 2019, continued to improve its position within dishwashing thanks to the success of its new automatic dishwashing brand Sunlight, which was launched in 2017. At the end of the review period the company attracted consumers with its new eco variant of automatic dishwashing tablets Sunlight Powered by Nature, which was launched in 2019 and has a 90% natural composition.

Private label growth limited by premiumisation and frequent price discounts

Although it continued to see a slight rise in its value share in 2019, the growth of private label was limited by the premiumisation trend and the high number of price discounts on branded products. With product quality expected to increase in importance for consumers over the forecast period, private label producers are predicted to expand their offer by launching more sophisticated products in an effort to maintain their sales.

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