Automatic dishwashing is very dependent on developed countries, and given poor sales of dishwashers and economic fears, the category remains weak. The category has also had to overcome efficacy problems, following the removal of phosphates. However, there are opportunities for ingredients suppliers which are able to develop products which are effective and can target specific functions. This report discusses these issues and the effect they have had on automatic dishwashing ingredients.
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Economic concerns, low dishwasher sales and efficacy issues have all affected the Automatic Dish Washing (ADW) category, and consequently demand for ADW ingredients across the developed regions is weak.
While growth in ADW is weak in the key markets of North America and Western Europe, there has been growth in some smaller markets, such as Turkey and Saudi Arabia.
The BRIC countries are often the key drivers of fmcg categories; however, with dishwasher penetration still low across these countries, growth remains weak for ADW and its ingredients.
Phosphate removal in ADW is creating opportunities for ingredients suppliers to develop new ingredients and formulations which can fill the gap. However, effectiveness remains paramount, otherwise sales will be affected.
Following the phosphate ban, manufacturers are looking to use more green chemicals in their formulations. Ingredients suppliers are having to develop biodegradable and sustainable chemicals which still meet the high efficacy requirements of this category.
In a weak category, brands must gain sales by battling it out for market share. This is being driven by launching products with specific additional benefits, which can only be achieved by the development of new ingredients.
Development in ADW has closely followed that of automatic laundry detergents. Following success in laundry detergents, liquid tablets are now successful in ADW, will fragrances become as successful in ADW as laundry?