PZ Cussons' Morning Fresh remained the biggest brand in the Australia hand dishwashing market in 2012, recording a retail value share of 34%, and ranked second within dishwashing overall. The brand is active in automatic dishwashing but has thus far been unsuccessful in translating its success from hand dishwashing. The brand‟s sales share within automatic dishwashing in 2012 was 13% while its share in dishwashing additives remained stable at 17%. Morning Fresh introduced its first dishwasher gel into Australia in 2011 in an attempt to capture share in the growing area. A lack of innovation and rising dishwasher penetration leave the area vulnerable to commoditisation and the brand is thus keen to gain a stronger foothold in automatic dishwashing.
Value growth continued throughout 2012 as consumers moved to higher-priced tablets in automatic dishwashing. Automatic dishwashing tablets now account for around 65% of automatic dishwashing value sales. However, it is unlikely that this growth will continue in the absence of a major event such as new product innovation.
Growth will continue to remain strong across dishwashing as manufacturers create a means to add value in automatic dishwashing and multi-benefits are added to hand dishwashing. Automatic dishwashing tablets is forecast to remain the main source of growth, with the area having a projected forecast period constant retail value CAGR of 4%. Despite the fact dishwasher additives are continually being added to automatic dishwashing tablets, the introduction of products such as dishwasher cleaners means the area has a projected forecast period constant retail value CAGR of 5%. Clean and hygienic dishes remain a primary concern for Australians and this will drive demand for these peripheral products over the coming years.
For more information on the Australia dishwashing market, please click here: Australia dishwashing market
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