Dishwashing recorded another strong performance in volume and current value growth terms in 2021 as Turkish consumers continued to cook and eat at home more often than usual due to concerns about community transmission of COVID-19, remote working and public health restrictions affecting foodservice outlets, schools, offices etc. Overall expansion was fuelled by automatic dishwashing, which posted markedly faster growth rates than hand dishwashing thanks to rising demand for automatic dishwashing tablets.
Along with the home seclusion trend, increasingly busy lifestyles and promotional campaigns positioning dishwashers as a way to save time while also reducing household water and energy waste ensured the use of such appliances continued to rise in Turkey in 2021. Nonetheless, the hand dishwashing category still recorded healthy growth in volume and current value terms, as these products are considered a necessity in most homes, even those that own dishwashers.
All dishwashing categories saw average unit prices increase sharply in current value terms in 2021 as the collapse of the Turkish lira drove up operating costs for producers. In particular, producers experienced a rapid rise in the cost of raw materials, most of which are imported.
Automatic dishwashing tablets looks set to be by far the most dynamic performer within dishwashing in volume growth terms over the forecast period, with a double-digit CAGR projected. Together with further improvements in household dishwasher ownership in Turkey, the expansion of the category will continue to be underpinned by consumer appreciation for the convenience and effectiveness of more advanced products with all-in-one formulas.
Turkish consumers have become increasingly concerned about environmental sustainability in recent years, and this trend has only been reinforced by the pandemic. Accordingly, over the forecast period it is expected dishwashing manufacturers will continue to develop more eco-friendly options that are made with natural ingredients, contain fewer harsh chemicals, have packaging produced from recycled and/or recyclable materials etc.
Turkish consumers are traditionally quite price-sensitive, and are likely to become even more so over the forecast period due to high inflation caused by the depreciation of the lira. Nonetheless, it is expected branded products will gain ground at the expense of private label lines in dishwashing, particularly in automatic dishwashing categories.
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Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See All of Our DefinitionsThis report originates from Passport, our Dishwashing research and analysis database.
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