Dishwashing in Uzbekistan

PROSPECTS

Hand dishwashing still dominates sales

As the vast majority of families in Uzbekistan do not own automatic dishwashers, they have to wash tableware by hand. Outside of the metropolitan areas, the country is still very traditional, with a homemaker expected to look after all the household chores, including washing dishes, and by hand.

Not much choice in hand dishwashing

There is not currently a lot of options in hand dishwashing, such as ecological products or hypoallergenic products without fragrances. As Uzbekistani consumers prefer strong sweet fragrances, all the manufacturers try to offer new fragrances with a strong scouring function.

Automatic dishwashing still limited, not least due to low dishwasher possession rate

Automatic dishwashing is still in the embryonic stage in Uzbekistan, not being a daily routine product for the majority of consumers. The very low possession rate for dishwashers as well as purchasing power limitations hamper greater sales for the category in Uzbekistan.

COMPETITIVE LANDSCAPE

Fairy leads hand dishwashing and Finish dominates automatic dishwashing

Global players lead both hand and automatic dishwashing in Uzbekistan. Procter & Gamble’s Fairy brand holds the biggest share in hand dishwashing, with its products perceived as having higher quality than domestic brands.

Domestic brands generally compete on price

Local manufacturers target the economy price segment, with manufacturers such as MirTechnoPolimer with its Domfresh brand offering cheap products in not particularly sophisticated packaging, but with sufficient quality (for the price charged) to meet the demands of many local consumers. Domfresh is also backed by marketing campaigns and well-established distribution through most retailers, from traditional markets to modern supermarkets.

Could we see domestic production of well-known foreign brands?

With a population of 33 million people, and still growing, the Uzbekistani market is significant and has increasing potential for quality products. Especially after the introduction of favourable business conditions in the country, many large international companies and investors have become interested in the region.

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