Dishwashing hugely benefitted from the pandemic in 2020, with double-digit value and volume growth. The picture was different in 2021, as with society opening up and people spending less time at home and consequently washing less dishes, value and volume growth was significantly less.
Procter & Gamble Nederland, Unilever Nederland and Reckitt Benckiser continued to be the top three players in 2021, with all holding double-digit value share. They offer trusted brands and frequently compete through promotions.
Automatic dishwashing accounts for the majority of value sales and consumers look for convenience and ease-of-use., with automatic dishwashing tablets being the most popular format.
Dishwashing will register healthy value and volume growth over the forecast period. This growth will be driven by automatic dishwashing, with hand dishwashing registering a decline in constant value and volume sales.
Innovation will focus on sustainability over the forecast period, as the Dutch consumer is increasingly concerned about climate change and the damage to the environment. Players will look to use fewer toxic ingredients, as well as making automatic dishwashing products more effective at lower temperatures.
Dutch consumers are increasingly worried about climate change and one of the most concerning worries is water shortages. This will benefit automatic dishwashing over the long term, as a dishwasher is more water-efficient than washing by hand, particularly when the dishwasher is fully loaded and uses an eco-cycle.
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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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