Dishwashing in the Czech Republic

PROSPECTS

Shift from hand to automatic dishwashing continues

In 2018, dishwashing posted current value growth similar to that seen in 2017, with sales fuelled by automatic dishwashing. While the value sales of hand dishwashing stagnated at the end of the review period, automatic dishwashing continued to be driven by the rising household penetration of dishwashers in the Czech Republic.

Automatic dishwashing tablets the main driver of sales

Automatic dishwashing tablets, followed by dishwashing additives, were the main drivers of sales in dishwashing in 2018. While these two categories performed well, all others either stagnated or suffered a decline in current value terms.

Premiumisation and environmental consciousness impact unit prices

Although Czech consumers continued to seek value for money, with a large share of sales within dishwashing accounted for by price promotions, rising demand for premium and eco-friendly products served to push up average unit price in 2018. This was visible mainly in automatic dishwashing tablets, where the premium lines of the leading brands were increasingly in demand.

COMPETITIVE LANDSCAPE

Price promotions remain crucial to attract consumers

Dishwashing continued to be dominated by three multinationals in 2018, namely Henkel, Reckitt Benckiser and Procter & Gamble. These three leading players generally maintained their value shares in 2018 as they have a similar business strategy, which revolves 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 so as to be able to target the majority of consumers.

Eco brands gain ground

Although the share of eco-friendly products remained relatively low, they are providing stronger competition to the leading mainstream brands in dishwashing. In 2018, eco brands such as Ecover and Feel Eco performed very well, registering double-digit value sales growth.

Private label suffers from premiumisation and frequent price discounts

The premiumisation trend and high number of price discounts on branded products hampered sales of private label in 2018, which suffered a decline in value share. With product quality expected to grow 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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