Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Sales struggle to keep up with inflation
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- Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2011-21
- Sales for value brands decline
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- Figure 2: Leading purchase influencers for dishwashing products, February 2017
- Gradual decline in homeownership may delay dishwasher purchases
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- Figure 3: National homeownership rate, 2011-17
- The opportunities
- Convenient formats garner higher spending
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- Figure 4: Dishwashing detergents purchased, by format, February 2017
- Natural dishwashing products hold potential for growth
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- Figure 5: Select attitudes toward natural dishwashing products, February 2017
- Importance of brand creates potential for expansion
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- Figure 6: Select purchase influencers for dishwashing products, February 2017
- What it means
The Market – What You Need to Know
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- Marginal growth in mature dishwashing category
- Flat category sales lead to similar outcomes in segments
- Trends in personal care and cooking may inspire change in dishwashing
- Dishwasher purchase and new home construction may drive future sales
Market Size and Forecast
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- Mature dishwashing category at pace with inflation
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- Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2011-21
Market Breakdown
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- Modest sales growth between segments
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- Figure 9: Total US retail sales of dishwashing products, by segment, at current prices, 2014 and 2016
- Figure 10: Total US retail sales of dishwashing products, by segment, at current prices, 2011-16
Market Perspective
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- Trends in personal care inspire ingredient transparency in household
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- Figure 11: Awareness of ingredients in soap, bath, and shower products, November 2015
- Grocery pricing and cooking enthusiasm drive need for dishwashing
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- Figure 12: Grocery categories purchased online*, August 2016
Market Factors
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- Dishwasher purchase drives demand for detergent
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- Figure 13: Recent dishwasher purchase, by household, 2013-16
- New home construction sets stage for dishwasher purchase
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- Figure 14: New residential home construction, 2010-16
- Gradual decline in homeownership dampens sales outlook
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- Figure 15: National homeownership rate, 2011-17
Key Players – What You Need to Know
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- Leading companies maintain stronghold in category
- Convenient formats like all-in-one tablets capture high-margin spend
- Natural brands of dishwashing liquid make consistent gains
- Value brands lose favor
- Future dishwashers eliminate need for add-ons
Manufacturer Sales of Dishwashing Products
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- P&G leads category sales as rivals trail behind
- Sales of dishwashing products by company
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- Figure 16: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Convenient formats and name brands drive growth
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- Figure 17: MULO sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Natural brands of liquid dish soap gain
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- Figure 18: MULO sales of select natural dishwashing brands, rolling 52 weeks 2016 and 2017
What’s Struggling?
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- Colgate struggles to keep pace with P&G in dishwashing liquid
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- Figure 19: MULO sales of dishwashing liquid, by Colgate Palmolive brands, rolling 52 weeks 2016 and 2017
- Private label loses share as consumers buy name brands
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- Figure 20: MULO sales of private label dishwashing products, rolling 52 weeks 2016 and 2017
- Powder continues its decline
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- Figure 21: Dishwasher detergent usage, by format, 2011-16
What’s Next?
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- Future dishwashers may reduce need for rinse aids
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- Figure 22: LG Dishwashers with TrueSteam, July 2016
- Personal care may stir innovation in dishwashing
The Consumer – What You Need to Know
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- Tablets overtake liquid and powder detergents
- Price and convenience determine where consumers shop
- Robustness leads purchase influencers
- Color impacts perceptions of dish liquid
- Dishwasher maintenance is a low priority for detergent purchasers
- Positive attitudes toward natural brands outweigh negative
Dishwashing Products Purchased
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- Dishwashing liquid leads in recent purchase
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- Figure 23: Dishwashing products purchased, February 2017
- Tablets overtake liquid/gel as leading detergent format
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- Figure 24: Dishwasher detergent usage, by format, 2011-16
- Home ownership drives purchase of all dishwashing products
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- Figure 25: Any dishwashing products (net) and dishwashing detergent purchased, by primary residence, February 2017
- Age and experience determine format
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- Figure 26: Dishwashing products purchased, by age, February 2017
- Hispanics align with most consumers in purchases
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- Figure 27: Dishwashing products purchased, by Hispanic origin, February 2017
Retailers Shopped
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- Walmart and supermarkets lead among retailers shopped
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- Figure 28: Total US retail sales of dishwashing products, by channel, at current prices, 2014 and 2016
- Figure 29: Walmart grocery email advertisement, December 2016
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- Figure 30: Retailers where consumers buy dishwashing products, February 2017
- Homeowners seek convenient retailers and wholesale prices
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- Figure 31: Select retailers where consumers buy dishwashing products – Most shopped, by primary residence, February 2017
- Lifestage needs coincide with retailers shopped
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- Figure 32: Select retailers where consumers buy dishwashing products – Most shopped, by age, February 2017
- Hispanics rely on same retailers as most shoppers
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- Figure 33: Walmart, supermarket, and club where consumers buy dishwashing products – Most shopped, by Hispanic origin, February 2017
Purchase Influencers
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- Robustness leads influencers in highly functional category
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- Figure 34: TURF Analysis – Purchase influencers, February 2017
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- Figure 35: Table – TURF Analysis – Purchase influencers, February 2017
- Methodology
- Primary influencers grow more important with age
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- Figure 36: Primary purchase influencers, by age, February 2017
- Category newcomers have broader scope of influencers
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- Figure 37: Secondary purchase influencers, by age, February 2017
- Hispanics balance robust cleaning and ingredient safety
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- Figure 38: Select purchase influencers, by Hispanic origin, February 2017
Color Perceptions
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- Liquid purchasers associate colors with key attributes
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- Figure 39: Correspondence Analysis – Dishwashing products – Color perceptions, February 2017
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- Figure 40: Dishwashing Products – Color perceptions, February 2017
- Methodology
- Color perceptions differ by lifestage
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- Figure 41: Select color perceptions of blue, clear, and green dishwashing liquids, by age, February 2017
- Orange as the pleasant smelling, affordable option for young adults
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- Figure 42: Select color perceptions of orange dishwashing liquids, by age, February 2017
- Hispanics align with young adults in color perceptions
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- Figure 43: Select color perceptions of dishwashing liquids, by Hispanic origin, February 2017
Attitudes toward Dishwasher Maintenance
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- Fragmented approaches indicate dishwasher maintenance is low priority
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- Figure 44: Dishwashing behaviors, February 2017
- Newness to category drives maintenance
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- Figure 45: Select dishwashing behaviors, by age, February 2017
- Young adults take eco-friendly steps to maintain dishwasher
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- Figure 46: Natural dishwashing behaviors, by age, February 2017
- Hispanics more involved than most in maintenance
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- Figure 47: Select dishwashing behaviors, by Hispanic origin, February 2017
Attitudes toward Natural Dishwashing Products
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- Positive impressions about natural products outweigh expense
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- Figure 48: Select attitudes toward natural dishwashing products, February 2017
- Core buyers for naturals develop at early lifestage
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- Figure 49: Select attitudes toward benefits of natural dishwashing products, by age, February 2017
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- Figure 50: Select attitudes toward purchasing natural dishwashing products, by age, February 2017
- Renters hold positive impression over naturals
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- Figure 51: Select attitudes toward natural dishwashing products, by primary residence, February 2017
- Hispanics view natural products as safe, gentle
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- Figure 52: Select attitudes toward natural dishwashing products, by Hispanic origin, February 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 53: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2011-21
- Figure 54: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2011-21
- Figure 55: Total US retail sales of dishwashing products, by segment, at current prices, 2014 and 2016
- Figure 56: Total US retail sales of dishwashing products, by channel, at current prices, 2011-16
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- Figure 57: Total US retail sales of dishwashing products, by channel, at current prices, 2014 and 2016
- Figure 58: Total base samples for dishwasher purchasers, Fall 2011-Fall 2016
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Appendix – Key Players
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- Figure 59: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 60: Total base samples for detergent users, Fall 2011-Fall 2016
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