At the height of COVID-19, many consumers were confined to their homes, whilst the forced closure of consumer foodservice outlets resulted in a rise in home cooking and food delivery. Growth in home cooking strongly benefited sales of dishwashing products, as more cooking translated into more dishes to be washed.
Over the past five years, automatic dishwashing tablets performed strongly, as more consumers in the US preferred to choose a convenient way to wash their dishes. The tablet format makes dishwashing easy, as the user can simply throw a tablet into the relevant compartment in the dishwasher.
While it is expected that consumers will continue to use food delivery and cook at home more frequently during the winter months, there is also a significant likelihood that these behaviours may stick. With caution about COVID-19 remaining, consumers may not return to the pre-COVID-19 level of on-premises dining immediately.
While consumers are traditionally price-oriented when shopping for dishwashing products, the COVID-19 pandemic led more consumers to prioritise efficacy and product performance. However, as the situation normalises in the US, consumers will begin to return to their value-oriented mindset.
Over the forecast period, automatic dishwashing is expected to see solid growth. Automatic dishwashing tablets is set to drive sales and growth, and this format will negatively impact the sales of automatic dishwashing powders, and to a lesser extent automatic dishwashing liquids, which declined in recent years.
Aside from automatic dishwashing tablets, there have not been many innovations in formats in the dishwashing category. Moreover, dishwashing has been influenced to a lesser degree by health and wellness trends compared with other home care and hygiene categories.
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This report originates from Passport, our Dishwashing research and analysis database.
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