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Dishwashing in the Netherlands

Netherlands dishwashing market: Unilever Nederland the key industry player during 2012

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2014-01-23 01:25:04 - Dishwashing in the Netherlands - a new market research report on

Unilever Nederland BV led the Netherlands dishwashing market in 2012. Its most prominent brand, Sun, lost retail share in automatic dishwashing, while Neutral, the hand dishwashing brand, was gradually gaining some retail share. Unilever Nederland pursued fewer product developments for dishwashing brands in recent years, concentrating its efforts on consolidating its brands´ shares through price promotions.

Dishwashing remained a highly competitive category in 2012 with manufacturers and retailers pursuing intense price discounts in order to secure or increase retail share. Dishwashing products such as automatic dishwashing tablets are often subject to product developments, with Dreft, Finish and Sun accounting for a combined 63% of retail value sales.

During the forecast period sales in dishwashing are expected to be moderate as a consequence



of saturation. Automatic dishwashing machine producers argue that the Netherlands is close to saturation with few growth prospects.

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