The impact of shrinking households
And the challenge for consumers is set to grow. Changing demographics across Europe mean households are getting smaller, with single-person households becoming more common. In 2017, households made up of single adults without children accounted for around one third of EU households.
These single-person households are less likely to have – or use – a dishwasher. It’s far more likely that people living alone will do the dishes by hand after each meal.
Finding the opportunities in changing demographics
This trend represents an opportunity for the hand dishwash detergent segment. Smart marketers who target their efforts to this key demographic will get better results.
Another opportunity for the segment comes from consumers’ dislike of scrubbing pots and pans. After solo cooking, these make up a far larger proportion of the cleaning up than they do after cooking for a crowd. Whether you’re making pasta for one or six, you still have the same number of pots and pans to scrub.
European players who leverage performance-boosting innovations to turn this consumer challenge into a market opportunity will lead the segment in the years to come.