Home Care

Dishwashing in Italy saw strong growth doing the pandemic, but in 2023 sales continued to normalise as consumers continued to return to pre-pandemic routines, spending more time dining in foodservice channels and with friends and family, and less…

Dishwashing saw strong growth in current value terms in 2023. However, in volume terms sales were almost flat between 2022 and 2023. What pushed up value sales was increases in unit prices. Japan had seen nearly three decades of virtual economic…

Dishwashing in Kazakhstan posted positive steady growth in terms of both volume and value sales in 2023. Hand dishwashing continued to account for a greater proportion of sales, with the penetration of dishwashers remaining quite low in the country.…

In the highly competitive landscape of dishwashing in Kenya, brand owners actively targeted consumers with promotions and special offers and deals. Small-scale local manufacturers and consumers interested in do-it-yourself (DIY) were more inclined to…

In 2023, automatic dishwashing tablets experienced the most rapid growth in value terms, aligned with rising price points and increasing sales of dishwashers. Consumers are choosing automatic dishwashing tablets as they offer precise detergent…

Dishwashing continues to enjoy a solid performance in Lithuania, mainly due to strong growth in automatic dishwashing where volume sales increased sharply in 2023. Dishwasher penetration has increased steadily over the review period fuelling demand…

The full lifting of COVID-19 restrictions was seen in 2022, which led to the reopening of the economy and international borders. Many consumers returned to socialising, the office and school, as they were no longer confined to the home. They were…

Dishwashing maintained retail volume and current value growth in 2023, with rises seen for both hand dishwashing, and all categories within automatic dishwashing. While pandemic-related restrictions on movement had been lifted, the continued…

The COVID-19 pandemic boosted dishwashing sales in 2020, as many nations entered strict lockdowns to curb the spread of the virus. Demand was driven by more frequent home cooking and remote working, while changes in consumer purchasing behaviour…

Dishwashing in Morocco saw healthy growth in current value terms in 2023. This was partly due to an increase in unit prices, on the back of rising production costs. Nevertheless, these price increases were somewhat counteracted by heavy discounting…

In 2023, dishwashing experienced robust value sales growth, largely influenced by inflationary pressures contributing to rising unit prices. Although fuel costs had stabilised after the initial shock in 2022 following the Russian invasion of Ukraine,…

Due to its essential nature, hand dishwashing continued to grow in retail volume during 2023 despite increased prices, high inflation, and declining purchasing power. Due to the high cost of transportation after the removal of fuel subsidies, most…

Overall volume sales in dishwashing stagnated in 2023, with consumer demand waning in response to high inflation and rising unit prices. Automatic dishwashing continued to see strong and steady rises as one of the better-performing product areas,…

Orkla continued to dominate dishwashing in 2023, supported by its Sun and Zalo brands, which led in automatic dishwashing and hand dishwashing, respectively. While these two brands lost value share during the review period, this was due partially to…

Hand dishwashing in Pakistan continued to register healthy retail volume growth and a double-digit increase in retail current value sales in 2023. This expansion can be attributed to the increasing population and number of households and the cultural…

During the pandemic, demand for dishwashing rocketed as hygiene concerns increased and people spent more time on average at home, thereby creating more dishes to clean. As expected, once the wave of infections and respective health restrictions…

The automatic dishwashing landscape in Poland continued to have low market penetration in 2023, which created solid room for growth and expansion in sales and market share. Consumers in Poland are increasingly becoming more time-conscious, seeking…

The dishwashing category has benefited from consumers returning to home cooking or choosing food delivery/takeaways instead of going to restaurants. This has been visible with the continued trend towards consumers taking meals from home to eat in the…

The positive performance of dishwashing in Romania in 2023 was the result of Romanian consumers often cooking at home, as high inflation and strong pressure on purchasing power discouraged visits to foodservice establishments. However, hand…

Hand dishwashing continued to dominate sales of dishwashing in Saudi Arabia at the end of the review period. The diversity of hand dishwashing products available in the local market in terms of prices, fragrances, and the assortment of brands on…

In 2023, high price growth led to double-digit retail value growth, while retail volume sales struggled. With prices rising steeply, consumers were encouraged to be as economical as possible, with a volume decline for hand dishwashing liquids further…

The expansion of dishwashing faces constraints in Singapore, primarily attributed to the advent of the "new normal" lifestyle, characterised by the increased prevalence of food ordering through platforms such as Grab. This shift in consumer behaviour…

Automatic dishwashing is seeing positive gains in both value and volume terms, whilst hand dishwashing remains in a volume slump. This is interesting as, during times of high inflation, hand dishwashing is seen as a more cost-effective option.…

Automated dishwashing tablets emerge as the fastest-growing subcategory in dishwashing, driven by their pre-measured portions and user-friendly nature. The convenience they offer aligns well with the hectic lifestyles of consumers. Compared to liquid…

Overall demand for dishwashing in South Africa continued to rise in 2023, supported by both automatic dishwashing and the dominant hand washing format. The number of dishwashers owned pre-pandemic when compared to after the lockdowns in South Africa…

Dishwashing witnessed notable current value growth in 2023, propelled by a surge in demand for automatic dishwashing products and a modest increase in current value sales of hand dishwashing. Urbanisation in South Korea is expanding the number of…

Dishwashing products in Spain registered only marginal growth in retail volume terms in 2023. This was partly attributable to the high cost of living, which forced many consumers to modify their daily cleaning habits, in order to reduce their water…

Significant strides have been made in incremental efficacy improvements to alleviate household chores. A notable example is the hand dishwashing brand, Yes Max Power, which claims to require four times less scrubbing on tough grease compared to its…

Dishwashing experienced stagnation in 2023. Convenience continued to be a major influence on demand within the dishwashing category, with products offering the capacity to reduce the amount of time and effort spent on dishwashing tasks appealing to…

Despite the threat of COVID-19 fading in 2023, dishwashing products integrating antibacterial features have continued gaining momentum among local consumers. More brands have incorporated the feature clearly on packaging while launching new…

Dishwashing maintained slow and stable retail volume and current value growth in 2023. While retail volume growth in hand dishwashing was negligible, automatic dishwashing saw a stronger increase from a much lower base. Automatic dishwashing saw a…

Retail value sales recorded double-digit growth in 2023, aligned with rising inflation and higher price points. However, due to increased prices, retail volume sales struggled, leading automatic dishwashing tablets to be the only area to record…

Private label saw robust growth within dishwashing in the Netherlands in 2023, driving overall growth and outperforming branded alternatives, and rising fastest in automatic dishwashing. Rapid expansion within this particular segment was the result…

Dishwashing saw exceptional growth in the Philippines in 2023, with growth for both hand dishwashing and automatic dishwashing. However, while automatic dishwashers are slowly gaining ground in urban and high-income households in the Philippines,…

Dishwashing in the United Arab Emirates has been experiencing intense competition among players and retailers. They are striving to distinguish themselves by offering discounts, promoting dual packs and multipacks, and exploring eco-friendly options.…

Dishwashing in the UK recorded strong single-digit value growth in current terms in 2023, owing to the continued dynamic performance of automatic dishwashing tablets. The latter’s growth is mainly because using a dishwasher is deemed more convenient,…

In 2023, retail volume sales of dishwashing in the US continued to decline, despite hybrid working arrangements contributing to elevated dishwasher usage compared to pre-pandemic levels. Weakened dishwasher sales were also evident, attributed in part…

Automatic dishwashing witnessed the highest growth in both retail volume and value terms in 2023. While the household possession rate of dishwashers remained very low, it continued to grow steadily at the end of the review period. Indeed, growth…

In 2023, retail value growth soared due to rising price points, while retail volume sales remained positive, driven by an uplift in sales for automatic dishwashing liquid and tablets. The steep devaluation of the currency during the year led to…

Hand dishwashing led volume sales growth within dishwashing in Ukraine in 2023, recording the only positive growth in the category, with sales driven by the decline in household incomes and by widespread relocation among consumers. Many Ukrainians…

As with home care products in general, cross-border shopping led to a decline in volume sales. Although inflation has soared in Argentina, the depreciation rate against the Uruguayan peso has made dishwashing products purchased in Argentina much…

Dishwashing in Uzbekistan encountered significant shifts in 2023, propelled by global geopolitical changes that reshaped the competitive landscape. Amidst these transformations, leading brands such as Fairy and prominent local players emerged as key…

Dishwashing registered robust growth in both retail volume and current value terms in 2023, as the consumer base for such products continued to widen. Factors such as the habit of cooking at home to save money and heightened hygiene concerns as a…

With health at the center of attention since the pandemic, interest in products that clean and disinfect has grown. Domestic hygiene has become an important subtheme in Home Care, especially in developing/emerging markets. Historical…

As companies and retailers compete in an increasingly dynamic e-commerce market, the need to understand promotional benchmarks and trends has never been higher. In this Promotional Mechanics report, key questions across various business areas will be…

Regulators are increasingly focused on taking action to address the environmental impact of consumer and corporate behaviour, and sustainability legislation will become an ever more prominent feature of the operating landscape for business, across…

Leading laundry and dishwashing detergent makers are frequent targets for environmental campaigners due to a plastic packaging dependence intrinsic to the FMCG industry for decades. Plastic addiction is a critical issue, classed as a major corporate…

This report examines inflation levels and drivers globally and in key countries. In 2023, global inflation is expected to ease from its peak in 2022, but remaining significantly above-trend. Geopolitical risks and uncertainty in the energy market are…

This report examines inflation levels and drivers globally and in key countries in 2024. Global inflation is moderating, although divergence among the key economies remains. Supply chain and commodities markets disruptions remain the key risks for…

The report examines inflation level and drivers globally and in the key countries. Global inflation is forecast to accelerate due to higher energy and commodity prices, disruptions in supply chains and weaker business confidence. Impact varies…