Dishwashing in Turkey

PROSPECTS

Automatic dishwashing continues to decline in volume terms in 2019

Automatic dishwashing continued to decline in volume terms in 2019, with consumers still very cautious with their spending on products that they perceive as “nice-to-have” but not an absolute necessity. In addition, dishwasher sales experienced a dramatic decline in Turkey at the end of the review period, which naturally hampered the automatic dishwashing performance.

Volume sales of hand dishwashing move back into positive territory in 2019

While automatic dishwashing declined in volume terms in 2019, hand dishwashing recorded a slight increase in volume sales. This was due to a certain proportion of consumers increasingly switching back to using traditional dishwashing methods due to the stagnation in their income levels.

Discounters records strong growth in the late review period

Increasing sales were seen through discounters in 2019 as a consequence of the economic downturn, with this channel being particularly competitive in terms of prices. It is predicted that price competition will become even fiercer along with the ongoing expansion of discounter chains and further growth in e-commerce sales.

COMPETITIVE LANDSCAPE

Leader Reckitt Benckiser’s green products performing well

Reckitt Benckiser continues to lead dishwashing, based on its dominant position in automatic dishwashing. While there is a risk that it could lose some value share to players offering more budget-friendly products, such as private label, with the rising price sensitivity of consumers, Reckitt Benckiser seems to be benefiting from its product range expansion strategy.

Fairy consolidates its second position in dishwashing

Although Procter & Gamble’s Fairy brand is now placed second in dishwashing, it was still behind Henkel’s Pril brand at the start of the review period and was even further back in the rankings 10 years ago as a relatively new entrant. Fairy reinforced its position in 2019, helped by its strong presence in discounter chains, particularly in BIM.

Discounter private label lines gaining ground

Due to the dramatic economic downturn, discounters’ private label lines, particularly BIM’s Bind Activit, gained value share in 2019. Private label’s advance was also driven by the outlet expansion of the popular discounter chains, particularly BIM and A101.

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