Dishwashing detergent: Key market research findings
- Europe dominates the market geographically
- Hand dishwashing products are the most sought after product segment
- Key vendors – Colgate-Palmolive, Henkel, P&G, Reckitt Benckiser, and Unilever
Technavio’s market research analysts predict the global dishwashing detergent market to grow at a CAGR of around 4% between 2016 and 2020. The growth of this market is spurred fundamentally by the launch of innovative products. Vendors in the market are leveraging product formulations and subsequent launches to gain share in the highly competitive market. Innovations are often made on parameters like new ingredients, fragrances, functionality, packaging, and pricing. During 2015, the global dishwashing detergent market was dominated by Europe in 2015, by accounting for a market share of more than 33%. High consumer spending on home care products will be a key driver for the dishwashing detergent market in Europe during the forecast period.
The new market research report from Technavio presents a breakdown and analysis of the dishwashing detergent segments based on the product category.
“The market is currently witnessing an upsurge in the demand for premium products. Majority of the demand for premium dishwashing detergent comes from the developed economies such as the US, the UK, Germany, Canada, Japan, France, and Australia. Convenience of use, better packaging, and aesthetic appeal are some attributes that are encouraging the adoption of this product segment. Cascade and Dawn from P&G, Somat from Henkel, and Ultra Palmolive from Colgate-Palmolive are some of the most sought after premium products in the market currently,” says Brijesh Kumar Choubey, Lead Analyst, Consumer & Retail, Technavio Research.
In 2015, the hand dishwashing products segment accounted for almost 54% of the overall market revenue to become the dominant shareholder in the global dishwashing detergent market. The rise in the demand from Latin America, Eastern Europe, and APAC is the primary driving force behind the growth of this segment. Some popular products of these brands include Dawn Antibacterial Dishwashing Liquid Orange, Dawn Hand Renewal with Olay Dishwashing Liquid Cucumber & Melon, and Gain Ultra Bleach Alternative Honeyberry Hula Dishwashing Liquid.
The key vendors in the global dishwashing detergent market include Colgate-Palmolive, Henkel, P&G, Reckitt Benckiser, and Unilever. The market is characterized by the presence of several well-established vendors who have a wide range of products to offer. Majority of the leading vendors in the market compete on the basis of their product offerings. Technological advances and product upgrades are factors that will intensify the competition among vendors.
A more detailed analysis is available in the Technavio report, Global Dishwashing Detergent Market 2016—2020.
We can customize reports by other regions and specific segments upon request.
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