Boston, MA -- (ReleaseWire) -- 06/11/2014 -- In 2013, sales of dishwashing continued to grow, registering a 4% increase in current terms; however, this growth rate was lower than the 5% observed in 2012. In the previous year, the category was fuelled by the increasing demand for dishwashing tablets, a trend that levelled out in 2013.
Reckitt Benckiser (Australia) Pty's Finish brand maintained its lead in dishwashing in 2013, mostly due to its strong value share within automatic dishwashing. Finish held a 38% value share of dishwashing in Australia in 2013, and it was ranked the number one brand in all categories within automatic dishwashing in value share terms. The company's dominance was the result of continually being the first to market new product innovations, such as its Finish Quantum with power gel launched in the second half of 2013.
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Sales of dishwashing are expected to grow at a CAGR of 3% at constant 2013 prices over the forecast period. Growth across dishwashing is expected to continue as manufacturers create means to add value in automatic dishwashing and multiple benefits are added to hand dishwashing. Furthermore, the popularity of dishwashing tablets will remain a key driver of value sales of dishwashing as their prices are considerably higher than any other detergent format.
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