Table of Contents
Executive Summary
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- The issues
- Solid growth rate shows signs of softening
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- Figure 1: Sales of dishwashing products, by segment, 2009-14
- Dishwashing product usage rates largely unchanged
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- Figure 2: Household usage of dishwashing products, 2009-14
- Dishwashing liquid product selection starts with grease-cutting power
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- Figure 3: Dishwashing liquid attribute importance, March 2015
- Prevention of problems a key theme in detergent purchase decisions
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- Figure 4: Dishwasher detergent attribute importance, March 2015
- The opportunities
- Alternate use concept has wide potential
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- Figure 5: Attitudes and behaviors toward washing dishes by hand, March 2015
- Helping detergent users avoid dishwasher issues
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- Figure 6: Attitudes and behaviors toward using the dishwasher, March 2015
- Décor protection an opportunity for dishwashing detergent
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- Figure 7: Interest in dishwasher detergent new products and features, interested and willing to pay more for, March 2015
- What it means
The Market – What You Need to Know
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- Solid growth rate shows signs of softening
- Sales growth cools for dishwashing liquid in 2014
- Dishwasher ownership slips in line with declining homeownership rate
Market Size and Forecast
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- Solid growth rate shows signs of softening
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- Figure 8: Total US sales and fan chart forecast of dishwashing products, at current prices, 2009-19
Market Breakdown
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- Sales growth cools for dishwashing liquid in 2014
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- Figure 9: Segment share of dishwashing products, 2014
- Figure 10: Sales of dishwashing products, by segment, 2009-14
Market Factors
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- Dishwasher ownership slips in line with declining homeownership rate
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- Figure 11: Dishwasher ownership, 2009-14
- Higher-income households a key market for dishwasher detergent
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- Figure 12: Dishwasher ownership, by household income, November 2013-December 2014
- Consumers spending more time on home meal prep and cleanup
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- Figure 13: Time spent on food preparation and cleanup, average hours per day, 2007-13
Market Perspective
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- Slow growth in broader household care market
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- Figure 14: Total US sales of select household care product categories (five-year growth rate), at current prices, 2009-14
Key Players – What You Need to Know
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- P&G extend lead in both segments
- Premium cleaning power drives share
- Dishwashing liquid brands push beyond the sink
Manufacturer Sales of Dishwashing Products
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- Premium products help P&G extend lead in both segments
- Colgate share slips on weak Palmolive sales
- Reckitt-Benckiser’s Finish loses share…
- …looks to glass protection to regain momentum
- Manufacturer sales of dishwashing products
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- Figure 15: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Premium cleaning power drives share
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- Figure 16: Dawn Platinum Power Clean “Leftovers” TV spot, 2015
- Figure 17: Cascade Platinum “Non-Stick” TV spot, 2015
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- Figure 18: MULO sales of Dawn and Cascade Platinum, 2011-15
- Eco-friendly dishwashing liquid makes strong gains on small base
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- Figure 19: MULO sales of select eco-friendly dishwashing liquid brands, 2012-15
- Fragrance variety
What’s Struggling?
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- Finish Power and Free
What’s Next?
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- Dishwashing liquid brands push beyond the sink
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- Figure 20: Dawn “Beyond the Sink: Garage” Video, 2015
- Increasing efficiency and speed in dishwashers to put detergents to the test
The Consumer – What You Need to Know
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- Dishwashing product usage rates largely unchanged
- Unit-dose tablets poised to become most commonly used detergent form
- Dishwashing liquid product selection starts with grease-cutting power
- Liquid shoppers also place importance on sensory benefits
- Alternate use concept has potential for both liquids and detergents
- Prevention of problems a key theme in detergent purchase decisions
Dishwashing Product Usage
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- Dishwashing product usage rates largely unchanged
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- Figure 21: Household usage of dishwashing products, 2009-14
- Unit-dose tablets poised to become most commonly used detergent form
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- Figure 22: Dishwasher detergent type used most often, 2009-14
Dishwashing Liquid Attribute Importance
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- Dishwashing liquid product selection starts with grease-cutting power
- Interest in eliminating the soak
- Shoppers also place importance on sensory benefits
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- Figure 23: Dishwashing liquid attribute importance, March 2015
Attitudes and Behaviors toward Washing Dishes by Hand
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- Alternate use concept has wide potential
- Dishwashing can be a family affair
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- Figure 24: Attitudes and behaviors toward washing dishes by hand, March 2015
Dishwasher Detergent Attribute Importance
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- Prevention of problems a key theme in detergent purchase decisions
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- Figure 25: Dishwasher detergent attribute importance, March 2015
Attitudes and Behaviors toward Using the Dishwasher
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- Helping users avoid dishwasher issues
- Alternate use also an opportunity for dishwasher detergent
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- Figure 26: Attitudes and behaviors toward using the dishwasher, March 2015
Interest in New Dishwashing Products and Features
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- For dishwashing liquid, performance features draw greater interest
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- Figure 27: Interest in dishwashing liquid new products and features, interested and willing to pay more for, March 2015
- Décor protection an opportunity for dishwashing detergent
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- Figure 28: Interest in dishwasher detergent new products and features, interested and willing to pay more for, March 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Market
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- Figure 29: Total US retail sales and forecast of dishwashing products, at current prices, 2009-19
- Figure 30: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2009-19
- Figure 31: Total US retail sales of dishwashing products, by segment, at current prices, 2012 and 2014
- Figure 32: Total US retail sales and forecast of dishwashing liquid, at current prices, 2009-19
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- Figure 33: Total US retail sales and forecast of dishwasher detergent/additives, at current prices, 2009-19
- Figure 34: Total US retail sales of dishwashing products, by channel, at current prices, 2012 and 2014
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Key Players
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- Figure 35: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 36: MULO sales of dishwasher detergent, by leading companies and brands, rolling 52 weeks 2014 and 2015
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Consumer
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- Figure 37: Household usage of dishwashing products, by demographics, November 2013-December 2014
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- Figure 38: Dishwasher detergent brand used most often, by demographics, November 2013-December 2014
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- Figure 39: Dishwashing liquid brand used most often, by demographics, November 2013-December 2014
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