Competitive Landscape
Lion Corp Leads through Affordability, While Premium and Eco Innovations Drive Differentiation
Lion Corp led Singapore’s dishwashing category in 2025 with a 30% market share through its Mama brand, which competes on affordability and has maintained its top position among brands. Universal Integrated Corp Consumer Products held on to second place with an 18% share.
Local Player Ecopure Asia Gains Traction through Sustainability-First Positioning
Ecopure Asia, a local emerging player in Singapore’s dishwashing category, gained strong traction with its Ecopure brand in 2025, offering eco-friendly, plant-based dishwashing liquids and refill pouch formats. The company's success is largely driven by its sustainability-first approach, transparent ingredient sourcing and zero-waste marketing that resonate with eco-conscious consumers.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Dishwashing industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Dishwashing industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Dishwashing in Singapore report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Dishwashing in Singapore?
- Which are the leading brands in Dishwashing in Singapore?
- How are products distributed in Dishwashing in Singapore?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Dishwashing products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Dishwashing in Singapore - Category analysis
Key Data Insights
Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
Value Growth Remains Modest as Premiumisation and Appliance Adoption Offset Volume Decline
Sustainability Steers Category Towards Biodegradable Ingredients and Eco-Friendly Packaging
Quick-Wash Solutions Cater to Time-Pressed Urban Households
Dishwashing Is Set to See Steady Growth as Sustainability Drives Consumer Preferences
Premium and Convenience-Led Innovation Are Accelerating
E-Commerce and Subscription Models Redefine Category Access
Lion Corp Leads through Affordability, While Premium and Eco Innovations Drive Differentiation
Local Player Ecopure Asia Gains Traction through Sustainability-First Positioning
Supermarkets Channel Leads Distribution, While Premium and Eco Products Support E-Commerce Expansion
Home Care in Singapore - Industry Overview
Evolving Product Formats Support Value Growth through Convenience
Key Data Insights
Evolving Product Formats Support Value Growth through Convenience
Sustainability Shapes Eco-Friendly Innovation
Multifunctionality Emerges as Time-Saving Value Driver
Sustainability to Drive Eco-Friendly Production and Packaging
Digitalisation and E-Commerce Projected to Transform Shopping Behaviour
Premiumisation Set to Gain Momentum through Multifunctional Innovation
Leading Players Benefit From Innovation and Sustainability
New Launches and Emerging Trends Shape Competition
Supermarkets and E-Commerce Drive Home Care Sales
Country Reports Disclaimer
The following categories and subcategories are included:
Dishwashing
-
-
- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
-
- Hand Dishwashing
Dishwashing
This is the aggregation of hand and automatic dishwashing products and dishwashing additives.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Dishwashing research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!