Dishwashing maintained its stable growth in 2013. The gap between value and volume sales growth widened as the price increase contributed to growth in value sales. Dishwashing’s growth rate remained strong, with total contribution from sales of hand dishwashing. Indonesia’s trend in dishwashing remained traditional, which is by hand, often using sponges or a brush. Middle- to lower-income consumers continued to use cream detergents for dishwashing, as well as laundry care purposes. Despite the significant switch to dishwashing liquids due to rising disposable incomes and better efficacy for cleaning oily plates and cutlery amongst middle- to upper-income consumers, there were still a considerable number of households that continued to use cream detergents. Leading manufacturers invested heavily over the review period to support a switch to dishwashing liquids by offering smaller pack sizes to entice trial purchases and encourage homemakers to spread product knowledge to their peers.
Global company Unilever once again led dishwashing in 2013, dominating sales with it Sunlight brand, proving that it is still the number one choice for Indonesian consumers. The release of its Sunlight antibacterial product in 2013 shows another commitment from Unilever to satisfy its consumers’ needs and so gaining their brand loyalty.
Dishwashing is predicted to record an 11% value CAGR in constant 2013 prices over the forecast period. The switch from cream detergents is expected to continue, in line with growing product awareness, the increased availability of smaller packaging and higher purchasing power. The peer-to-peer marketing model supported by leading manufacturer Unilever Indonesia is likely to accelerate this trend. However, some lower-income households may still be unable to make the switch due to weakening purchasing power. The climate will continue to have a major impact on harvests and income levels of the farming population in Indonesia, and global warming remains a threat.
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Product coverage: Automatic Dishwashing, Hand Dishwashing.
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