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Executive Summary
- Key issues covered in this report
- Graph 1: dishwashing value growth, 2018-27
- Graph 2: agreement with "I tend to pile up tableware as much as possible before washing", 2023
- Graph 3: interest in dishwashing product claims, 2023
- Graph 4: top three factors influencing the decision to purchase dishwashing products, 2023
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Key Trends and Market Factors
- Dishwashing category is getting smaller due to changes in Thais' food consumption behaviour
- Graph 5: dishwashing value growth, 2018-27
- Graph 6: living alone status, by generation, 2022-23
- Graph 7: launches of ready meals, 2019-23
- Dishwashers are niche, but a growing opportunity to provide ultra-convenience
- Graph 8: key factors driving consumer behaviour around Value (strongly agree)*, 2023
- Graph 9: dishwashing product sub-categories, 2019-23
- Graph 10: dishwashing product sub-categories, 2019-23
- Sustainability has not been a key priority, yet is showing positive signs
- Graph 11: Thailand, top five claims of dishwashing launches, 2019-23
- Graph 12: top five claims in dishwashing launches, 2019-23
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What consumers want and why
- Gen Z consumers are seeking a shortcut in dishwashing
- Graph 13: type of meal consumed once a day or more in the past six months, 2023
- Graph 14: agreement with "I tend to pile up tableware as much as possible before washing", 2023
- Graph 15: claims in dishwashing products consumers are willing to pay more for, 2023
- Reassure consumers on safety of dishwasher detergent to expand usage
- Graph 16: food stain concerns, 2023
- Graph 17: food odour concerns, 2023
- Graph 18: behaviours regarding dishwashing, 2023
- Graph 19: interest in dishwashing product claims, 2023
- Drive sustainability through dishwashing products' quality
- Graph 20: top three factors influencing the decision to purchase dishwashing products, 2023
- Graph 21: consumer groups who prioritise environment safety when purchasing dishwashing products, by generation, 2023
- Graph 22: dishwashing behaviours, 2023
- Graph 23: top three factors influencing the decision to purchase dishwashing products, 2023
- Graph 24: interest in dishwashing product claims, 2023
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appendix
Elevate dishwashing with ultra-convenient features suitable for both manual and automatic dishwashing. Promote sustainability as one key product quality.
Chayapat Ratchatawipasanan, Principal Analyst
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