Dishwasher Tablet Market Size, Share & Trends Analysis Report By Product (Private-label, Branded), By Distribution Channel (Supermarket, Convenience Stores, Online), By Region, And Segment Forecasts, 2020 - 2027

Report Overview

The global dishwasher tablet market size was valued at USD 475.6 million in 2019 and is expected to expand at a CAGR of 8.4% over the forecast period. Energy and water-saving attributes associated with the usage of precisely formulated dishwasher tablets, increasing awareness about hygiene and cleanliness among the consumers, and a rise in the number of food restaurants and eating joints across the world are some of the prominent factors driving the market.

Powder detergents are usually cheaper than dishwasher tablets. However, using less efficient powder can cause an increased risk of repairs, which reduces the lifespan of the machine. Many people are unaware of an accurate amount of powder to use per wash and are often prone to using more than required. Dishwasher tablets are pre-formed with efficient ingredients, which reduce the overuse of liquid or powder detergent in dishwashing.

Another benefit of using dishwasher tablets is that they not only contain detergent but also rinse aids and other additives that improve the quality of the clean done by the dishwasher. Innovative product offerings such as Minitab, a highly concentrated powder tablet, are increasingly used as a substitute for the powder or liquid-based detergents. 

The shift in consumer preferences for dishwasher tablets owing to their hygiene aspects, convenience, and energy-saving qualities is boosting the market growth. Dishwasher tablets are available in the form of small bricks of concentrated powder, which makes it easier for the user to deliver a precise detergent dosage. Unlike powders, gels, and liquids, dishwasher tablets are less likely to spill everywhere. Rinse aids such as powerballs in the tablets remove the detergent residue from the dishes and improve the quality of the cleaning. Rinse agents provide a sparkly clean finish to the dishes.

One downfall of using dishwasher tablets is that their excessive usage can generate excess foam in the dishwasher, which can reduce the life of the dishwasher. Barring this, multiple benefits of using tablets and the availability of these products in supermarkets and convenience stores are expected to drive the market in the coming years. High penetration of smart dishwashers in western European countries, like France and Germany, is expected to increase demand for dishwasher tablets.

In addition, an increasing number of restaurants and food joints are attracting consumers’ attention to dishwasher tablets. Dishwasher tablets reduce the amount of soap entering the water supply, which eases the burden on water treatment plants. Top players in the dishwasher tablet market, such as Eurotab, Reckitt Benckiser, and Henkel, are focusing on expanding their distribution channel owing to growing demand across developing regions, thus spurring the growth of the market. As the top players hold a significant share in the market, it is difficult for small firms to compete with them.

Product Insights

By product, the market is divided as private-label and branded. Branded products accounted for the largest share of around 73.0% in the year 2019 and is expected to witness the fastest growth over the forecast period. This is attributed to increasing consumers’ preference for branded products, which is led by factors like previous experience and trust. Growth of the branded products is higher than private-label products in the developed regions such as North America and western European countries, like France and Germany. Tablets are gaining more traction among consumers due to innovation in product offerings, such as Minitab, descaler, and degreaser, thus driving the demand for branded products.

For instance, Eurotab is engaged in constant product innovations, such as powder compaction, for tablet development. Increasing focus on hygiene and cleanliness and easy availability in convenience stores are driving the branded segment. Private-label products are becoming popular among the consumers of developing countries, like Brazil and India, due to price and value associated with the product, thus driving the private-label segment in the forecast period.  

Distribution Channel Insights

On the basis of the distribution channel, the market is further divided into supermarkets, convenience stores, online, and others. Supermarket dominated the market in 2019 and accounted for approximately 46.0% share of the overall revenue. All the major dishwasher tablet brands are available in supermarkets or hypermarkets, thus generating the maximum revenue. Furthermore, easy access and availability of the product are driving the segment. In U.S., supermarket chains like Walmart, Target, and Warehouse club have a large number of stores holding dishwasher products in bulk quantities. Convenience stores are expected to witness significant growth in the coming future.

The online distribution channel is projected to witness considerable growth in the developed regions, including North America and Europe. Faster delivery options and the availability of discounts are some of the prominent factors driving the segment. Online sellers with improved storage technologies and quality will foster the growth of the online segment.

Regional Insights

Europe was the largest regional market for Dishwasher Tablets in the year 2019 owing to growing awareness about hygiene and cleanliness and increasing penetration of smart dishwashers in the market. In 2019, Germany held the largest share of over 17% in Europe. Changing lifestyle, along with increasing disposable income, is boosting the growth of this market. In addition, rising product innovations, including regular and premium tablets, and an increasing number of restaurants and hotels are some of the prominent factors driving the regional market.

Asia Pacific is expected to expand at the fastest CAGR of more than 9.3% in the forecast period. Growing awareness of dishwasher tablets as the best alternative to liquid or powder detergents due to their eco-friendly attributes are driving the demand for dishwasher tablets in countries like India and China.   

Key Companies & Market Share Insights

Some of the major players in the market are Eurotab; Reckitt Benckiser; Henkel; Unilever; McBride plc; Church & Dwight Co., Inc.; and Amway. The market presents moderate to high entry barriers due to the presence of leading companies and significant investment by them. Market players are taking up strategies, such as product innovations and research and development investments, in order to provide the best dishwasher product to the consumers and gain a competitive edge over other players.

Players are also involved in various mergers and acquisitions and geographical expansion. For instance, McBride plc has acquired Danlind a/s, a Denmark-based supplier of auto dish-wash and laundry products. This partnership has helped McBride to strengthen its position in Europe.

Dishwasher Tablet Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2016 to 2027. For the purpose of this study, Grand View Research has segmented the global dishwasher tablet market report on the basis of product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2016 - 2027)

  • Private-label

  • Branded

• Distribution Channel Outlook (Revenue, USD Million, 2016 - 2027)

  • Supermarket

  • Convenience Stores

  • Online

  • Others

• Regional Outlook (Revenue, USD Million, 2016 - 2027)

  • North America

    • The U.S.

  • Europe

    • Germany

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa