Dishwashing in Denmark - New Market Study Published

Like in most other home care categories, dishwashing manufacturers targeted the strong Danish consumer demand for sustainable and allergy-friendly products in 2014. The trend dominated dishwashing throughout the review period. For instance, in April 2014, the leading hand dishwashing brand Vel introduced Vel Ultra Clean&Pure, which carries the certified consumer label Svanen (The Swan), affirming its sustainability, and the consumer label the Den Blå Krans (The Blue Ribbon), affirming it as asthma-allergy-friendly. This is a very strong local trend in Denmark. Danes view products that are better for the environment as healthier than others – eg in the case of laundry detergents they can reduce the risk of skin allergies – for themselves and their children. The reason for this viewpoint, which is largely fuelled by the media, is that sustainable products are more natural and contain fewer chemicals.

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Competitive Landscape

In 2014, Reckitt Benckiser (Scandinavia) A/S remained the largest company within dishwashing products in Denmark with a value share of 30%. Its Neophos brand is present in all automatic dishwashing categories, and in 2014 held a value share of 51% in the largest category, automatic dishwashing tablets. Neophos is also the most recognised of all dishwashing brands in Denmark and can be found in a great number of stores throughout the country. Ranking second and third in the dishwashing category was Dansk Supermarked A/S and Colgate-Palmolive A/S with respective value shares of 16% and 15%. Dansk Supermarked’s ranking was thanks to several of its private label brands present in various dishwashing categories while Colgate-Palmolive’s share derived entirely from the leading hand dishwashing brand Vel.

Industry Prospects

As with almost all categories within home care in Denmark, the value share of private label within dishwashing increased over the review period. The category is very mature and the introduction of new brands that will quickly gain a significant value share is unlikely over the forecast period. Competition among manufacturers already in the category will become fierce, especially among the producers of non-private label goods, which are expected to lose customers to private label lines by Danish retailers. A consequence of this expected development will be a lack of an increase in the average unit price.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in Denmark with research from Euromonitor's team of in-country analysts.

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