Dishwashing in Turkey

2020 IMPACT

Volume growth of dishwashing gets a boost in 2020 as children and many working adults stay, eat and wash more dishes at home due to the COVID-19 pandemic

COVID-19 had a positive effect on sales of both hand dishwashing detergents and automatic dishwashing tablets in 2020, since people cooked and ate more at home both during the lockdown and after many of the restrictions were lifted; children of school age still remained out of school and many people continued to work from home – at least on certain days of the week. At the same time, automatic dishwashing overall continued to see a volume decline over the year as consumers that had become very cautious about spending on products that they perceive as “nice-to-have” but not an absolute necessity in 2019 were even more reluctant to buy them in 2020, when their disposable incomes went down due to pandemic-related job losses.

Hand dishwashing sees volume growth in 2020 despite encouragement to save water by foregoing rinsing dishes before putting them into the dishwasher

Despite Reckitt Benckiser’s Poseidon marketing campaign in Turkey in 2019 and 2020, which connected its Finish brand with the growing issue of water scarcity in the country and encouraged consumers to put dishes directly into the dishwasher without the need to rinse them, volume growth of hand dishwashing products continued to rise in 2020. Turkish people tend to wash certain things, such as saucepans and large or delicate dishes by hand, and many also believe that automatic dishwashing detergents are not strong enough to remove all residues from some dishes.

Consumers continue to shift away from automatic dishwashing powders towards highly concentrated and increasingly affordable dishwashing tablets in 2020

Despite suffering some improvement in 2020 over the previous year, automatic dishwashing powders continued to decline, as consumers continued to shift heavily towards automatic dishwashing tablets. Tablets are also not necessarily expensive, as local brands and private label also offer products under this format.

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