Boston, MA -- (ReleaseWire) -- 07/28/2014 -- Dishwashing in Denmark was more than ever focused on making things as easy and as convenient as possible over the review period, with a push towards green products in the country. The latest brand available was Neophos All-in-1 Eco Power Gel. This brand is, as its name indicates, an eco-friendly brand and is expected to become popular with the Danes. Within laundry care, green brands have become very popular, and it is likely that this trend will become as strong within dishwashing. Private label sales play an important role within dishwashing, and accounted for a 35% value share in 2013, and it is expected that the popularity of cheaper private label goods will increase in the future, thereby putting pressure on unit prices. Green private label products were not yet very common in Denmark as at the end of the review period.
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Reckitt Benckiser (Scandinavia) remained in 2013 the largest company within dishwashing products in Denmark with a value share of 30%. Reckitt Benckiser (Scandinavia)'s Neophos brand is present in all automatic dishwashing categories, and held a value share of 52% 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.
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. Competition between already-existing manufacturers will become fierce, especially among the producers of non-private label goods, which are expected to lose customers to the private label lines of Danish retailers. A consequence of this expected development with a stronger move towards private label is the lack of an increase in unit prices.
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The Dishwashing in Denmark market research report includes:
- Analysis of key supply-side and demand trends
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Our market research reports answer questions such as:
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- What is the dishwasher penetration rate in Denmark?
- What are the key new product launches in the dishwashing products market?
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Product coverage: Automatic Dishwashing, Hand Dishwashing.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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