What you need to know
Maintaining sales of $3.1 billion in 2018, the maturity of the dishwashing products market is evident in its unchanging sales since 2013. Strong habitual shopping behavior among category users, with little motivation to change, provides the impetus for a static market. This creates a challenging landscape for newcomers and explains why growth has limited potential. Indeed, Mintel projects a slight downturn in sales of dishwashing products from 2018-23.
Definition
For the purposes of this Report, Mintel defines dishwashing products as follows:
Dishwashing liquid for hand-washing dishes
Detergent for automatic dishwashers, including tablet/capsule, liquid/gel, and powder
Rinse aids for automatic dishwashers
Dishwasher cleaner
Detergent booster
This Report excludes towels, scrubbers, and other tools used for cleaning.