Table of Contents
Executive Summary
-
- The market
- New products help category maintain sales growth momentum
-
- Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2008-18
- Dishwashing liquid outperforms detergent/rinse aid in past two years
-
- Figure 2: Sales of dishwashing products, segmented, by type, 2011 and 2013
- Key players
- Three dominant competitors leave only small window for others
-
- Figure 3: Manufacturer sales of dishwashing products, 2013 and 2014
- The consumer
- Dishwashing product usage holds steady
-
- Figure 4: Household usage of dishwashing products, 2009-13
- Cleaning power, sensory benefits top priorities in dishwashing liquid selection
-
- Figure 5: Dishwashing liquid attribute importance, February-March 2014
- Shifting behaviors: relatively few fill sink with sudsy water
-
- Figure 6: Dishwashing liquid attitudes and behaviors, February-March 2014
- Cleaning performance and protection are top priorities for detergent shoppers
-
- Figure 7: Dishwasher detergent attribute importance, February-March 2014
- Helping consumers break pre-rinsing habit could be opportunity for detergent brands
-
- Figure 8: Dishwasher detergent attitudes and behaviors, February-March 2014
- What we think
Issues and Insights
-
- Could use away from the kitchen sink help build dishwashing liquid sales?
- The issues
- The implications
- Toward more sustainable dishwashing
- The issues
- The implications
- Make dishwashing an investment in dish care
- The issues
- The implications
Trend Application
-
- Trend: Objectify
- Trend: Factory Fear
- Trend: Sense of the Intense
Market Size and Forecast
-
- Key points
- New products help category maintain sales growth momentum
- Sales and forecast of dishwashing products
-
- Figure 9: Total US sales and forecast of dishwashing products, at current prices, 2008-18
- Figure 10: Total US sales and forecast of dishwashing products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 11: Total US sales and fan chart forecast of dishwashing products, at current prices, 2008-18
Market Drivers
-
- Dishwasher ownership edges down
-
- Figure 12: Dishwasher ownership, 2009-13
- Dishwasher ownership more common in higher-income households
-
- Figure 13: Dishwasher ownership, by household income, November 2012-December 2013
- Time spent on home meal prep increasing
-
- Figure 14: Time spent on food preparation and cleanup, by gender, 2007-12
- Household income stabilizes but remains weak
-
- Figure 15: Median household income, in inflation-adjusted dollars, 2002-12
Segment Performance
-
- Key points
- Dishwashing liquid outperforms detergent/rinse aid in past two years
-
- Figure 16: Sales and forecast of dishwashing products, segmented by type, 2008-18
Retail Channels
-
- Key points
- Price- and value- driven channels continue to capture share
- Sales of dishwashing products, by channel
-
- Figure 17: Sales of dishwashing products, by channel, 2011 and 2013
- Figure 18: Sales of dishwashing products, by channel, 2008-13
Leading Companies
-
- Key points
- Three dominant competitors leave only small window for others
- Manufacturer sales of dishwashing products
-
- Figure 19: Manufacturer sales of dishwashing products, 2013 and 2014
Brand Share – Dishwashing Liquid
-
- Key points
- P&G gains share with fragrances
- Palmolive emphasizes skin care
- Price-focused competitors lose share at the expense of premium brands
- Manufacturer sales of dishwashing liquid
-
- Figure 20: Manufacturer sales of dishwashing liquid, 2013 and 2014
-
- Figure 21: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
Brand Share – Dishwasher Detergent
-
- Key points
- Platinum helps P&G’s Cascade regain momentum in 2013
- New launches may intensify competition in 2014 and beyond
- OxiClean expands in segment, potentially intensifying price competition
- Manufacturer sales of dishwasher detergent/rinse aid
-
- Figure 22: Manufacturer sales of dishwasher detergent/rinse aid, 2013 and 2014
-
- Figure 23: Key purchase measures for the top brands of dishwasher detergent, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
Innovations and Innovators
-
- Dishwashing liquids account for majority of launches
-
- Figure 24: Launches of new dishwashing products, percentages by type, 2010-13
- Unit dose capsules and tablets become the norm for detergents
-
- Figure 25: Launches of new dishwasher detergents, percentages by product form, 2008-13
- Palmolive Dish & Sink introduces odor elimination and freshening benefits
- New Dawn and Method products facilitate spot dishwashing
- Packaging designed for show
- Ultra-concentrated crystals form from OxiClean
Marketing Strategies
-
- Cascade
- A better value than bargain brands
-
- Figure 26: Cascade Complete, “Math” TV spot, 2013
- “Brilliant shine”
-
- Figure 27: Cascade Platinum, “Mother In Law” TV spot, 2014
- Finish Power & Free – Less harsh chemicals
-
- Figure 28: Finish Power & Free, “It’s Time to Change” TV spot, 2014
- Dawn dominates dishwashing liquid marketing
- Grease-fighting and value
-
- Figure 29: Dawn Ultra, “Drill Sergeant” 2013
- Skin care
-
- Figure 30: Dawn Hand Renewal, “You Make a Choice” 2014
- Saving wildlife
-
- Figure 31: Dawn, “Rescue Efforts Donation” 2014
Social Media
-
- Key points
- Market overview
- Key social media metrics
-
- Figure 32: key performance indicators, selected dishwashing products, April 7, 2013-April 6, 2014
- Brand usage and awareness
-
- Figure 33: Brand usage and awareness of selected dishwashing products, March 2014
- Interaction with brands
-
- Figure 34: Interaction with selected dishwashing products, March 2014
- Leading online campaigns
- Brand activism
- Building brand buzz through blogger outreach
- Leveraging the power of celebrity
- What we think
- Online conversations
-
- Figure 35: Online mentions, selected dishwashing products, April 7, 2013-April 6, 2014
- Where are people talking about dishwashing products?
-
- Figure 36: Mentions, by page type, selected dishwashing products, April 7, 2013-April 6, 2014
- What are people talking about online?
-
- Figure 37: Mentions, by topic of conversation, selected dishwashing products, April 7, 2013-April 6, 2014
Dishwashing Product Usage
-
- Key points
- Dishwashing product usage holds steady
-
- Figure 38: Household usage of dishwashing products, 2009-13
- Dishwashing liquid usage frequency ticks up, detergent usage ticks down
-
- Figure 39: Frequency of using dishwashing products, 2009-13
- Usage of unit-dose detergents continues to increase
-
- Figure 40: Types of dishwasher detergents used, 2009-13
Dishwashing Liquid Attribute Importance
-
- Key points
- Cleaning power and sensory benefits are top priorities
- Opportunities for added value
-
- Figure 41: Dishwashing liquid attribute importance, by gender and age, February-March 2014
- Larger households look for more added benefits
-
- Figure 42: Dishwashing liquid attribute importance, by household size, February-March 2014
- Frequent washers want skin care, but not at the expense of cleaning power
- Cold water liquids for frequent washers
-
- Figure 43: Dishwashing liquid attribute importance, by frequency of washing dishes by hand, February-March 2014
Dishwashing Liquid Attitudes and Behaviors
-
- Key points
- Young adults less likely to fill the sink with sudsy water
- Opportunity for an arsenal of dishwashing products
- Alternate uses, inside and out, represent incremental volume opportunities
-
- Figure 44: Dishwashing liquid attitudes and behaviors, by gender and age, February-March 2014
- Frequent dishwashers may be open to a greater variety of liquids
-
- Figure 45: Dishwashing Liquid Attitudes and Behaviors by Frequency of washing dishes by hand, February-March 2014
Dishwasher Detergent Attribute Importance
-
- Key points
- Cleaning performance and protection are top priorities for detergent
- Convenience also ranks high
-
- Figure 46: Dishwasher detergent attribute importance, by gender and age, February-March 2014
- Frequent users more likely to prioritize an easier, more pleasant experience
-
- Figure 47: Dishwasher detergent attribute importance by dishwasher usage frequency, February-March 2014
Dishwasher Detergent Attitudes and Behaviors
-
- Key points
- Helping consumers break pre-rinsing habit could be opportunity for brands
- Opportunity to charge a premium for convenience
-
- Figure 48: Dishwasher detergent attitudes and behaviors, by gender and age, February-March 2014
- Energy and water efficiency can be a motivation for dishwasher use
-
- Figure 49: Dishwasher detergent attitudes and behaviors by dishwasher usage frequency, February-March 2014
Impact of Race and Hispanic Origin
-
- Black, Hispanic households less likely to own dishwashers
-
- Figure 50: Dishwasher ownership, by race/Hispanic origin, November 2012-December 2013
- Hispanic dishwasher owners run them more frequently
-
- Figure 51: Dishwasher usage frequency, by race/Hispanic origin, February-March 2014
- Hispanic, Asian, Black households wash dishes by hand more frequently
-
- Figure 52: Frequency of washing dishes by hand, by race/Hispanic origin, February-March 2014
- Hispanics, Blacks especially interested in antibacterial dishwashing liquids
-
- Figure 53: Dishwashing liquid attribute importance, by race/Hispanic origin, February-March 2014
- Black, Hispanic consumers appreciate fragrance and skin care in dishwashing experience
-
- Figure 54: Dishwashing liquid attitudes and behaviors, by race/Hispanic origin, February-March 2014
- Priorities in selecting dishwashing detergent mostly similar across groups
-
- Figure 55: Dishwasher detergent attribute importance, by race/Hispanic origin, February-March 2014
Custom Consumer Groups
-
- Past-12-month brand users
- Eco-friendly brand users most frequent dishwasher users
-
- Figure 56: Dishwasher usage frequency, by dishwashing product brands used in past 12 months, February-March 2014
-
- Figure 57: Frequency of washing dishes by hand, by dishwashing product brands used in past 12 months, February-March 2014
- Major brand users prioritize cleaning power in dishwashing liquid
-
- Figure 58: Dishwashing liquid attribute importance, by dishwashing product brands used in past 12 months, February-March 2014
- Eco-friendly brand users especially likely to appreciate new fragrances
-
- Figure 59: Dishwashing liquid attitudes and behaviors, by dishwashing product brands used in past 12 months, February-March 2014
- Big brand users a little more focused on detergent cleaning performance
-
- Figure 60: Dishwasher detergent attribute importance, by dishwashing product brands used in past 12 months, February-March 2014
Appendix – Other Useful Consumer Tables
-
- Dishwashing Frequency
-
- Figure 61: Dishwasher usage frequency, by gender and age, February-March 2014
-
- Figure 62: Frequency of washing dishes by hand, by gender and age, February-March 2014
-
- Figure 63: Dishwasher usage frequency, by household income, February-March 2014
-
- Figure 64: Frequency of washing dishes by hand, by household income, February-March 2014
-
- Figure 65: Dishwasher usage frequency, by household size, February-March 2014
-
- Figure 66: Frequency of washing dishes by hand, by household size, February-March 2014
- Dishwashing products purchased
-
- Figure 67: Dishwashing products purchased, by gender and age, February-March 2014
-
- Figure 68: Dishwashing products purchased, by household income, February-March 2014
-
- Figure 69: Dishwashing products purchased, by race/Hispanic origin, February-March 2014
-
- Figure 70: Dishwashing products purchased, by household size, February-March 2014
- Dishwashing liquid attribute importance
-
- Figure 71: Dishwashing liquid attribute importance, by household income, February-March 2014
- Dishwashing liquid attitudes and behaviors
-
- Figure 72: Dishwashing liquid attitudes and behaviors, by household income, February-March 2014
-
- Figure 73: Dishwashing liquid attitudes and behaviors, by household size, February-March 2014
- Dishwasher detergent attribute importance
-
- Figure 74: Dishwasher detergent attribute importance, by household income, February-March 2014
- Dishwashing liquid attitudes and behaviors
-
- Figure 75: Dishwasher detergent attitudes and behaviors, by household income, February-March 2014
-
- Figure 76: Dishwasher detergent attitudes and behaviors, by household size, February-March 2014
Appendix – Sales Data
-
-
- Figure 77: Sales of dishwashing products, segmented by type, 2011 and 2013
- Figure 78: MULO sales of dishwashing products from select eco-friendly brands, 2009-13
-
Appendix – Social Media
-
- Online conversations
-
- Figure 79: Online mentions, selected dishwashing products, April 7, 2013-April 6, 2014
- Brand analysis
-
- Figure 80: Dawn key social media indicators, April 2014
- Figure 81: Finish key social media indicators, April 2014
- Figure 82: Cascade key social media indicators, April 2014
- Figure 83: Palmolive key social media indicators, April 2014
- Figure 84: Seventh Generation key social media indicators, April 2014
-
- Figure 85: Method key social media indicators, April 2014
- Brand usage or awareness
-
- Figure 86: Brand usage or awareness, March 2014
- Figure 87: Dawn usage or awareness, by demographics, March 2014
-
- Figure 88: Cascade usage or awareness, by demographics, March 2014
-
- Figure 89: Palmolive usage or awareness, by demographics, March 2014
-
- Figure 90: Finish usage or awareness, by demographics, March 2014
-
- Figure 91: Seventh Generation usage or awareness, by demographics, March 2014
-
- Figure 92: Method usage or awareness, by demographics, March 2014
- Activities done
-
- Figure 93: Activities done, March 2014
- Figure 94: Dawn – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
-
- Figure 95: Dawn – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
- Figure 96: Dawn – Activities done – I follow/like the brand on social media because, by demographics, March 2014
-
- Figure 97: Dawn – Activities done – I have researched the brand on social media to, by demographics, March 2014
- Figure 98: Cascade – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
-
- Figure 99: Cascade – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
- Figure 100: Cascade – Activities done – I have researched the brand on social media to, by demographics, March 2014
-
- Figure 101: Palmolive – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
- Figure 102: Palmolive – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
-
- Figure 103: Palmolive – Activities done – I follow/like the brand on social media because, by demographics, March 2014
- Figure 104: Palmolive – Activities done – I have researched the brand on social media to, by demographics, March 2014
-
- Figure 105: Finish – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
-
- Figure 106: Finish – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
-
- Figure 107: Finish – Activities done – I have researched the brand on social media to, by demographics, March 2014
-
- Figure 108: Seventh Generation – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
- Figure 109: Method – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
Appendix – Trade Associations
Back to top