Table of Contents
Executive Summary
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- Overview
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- Figure 1: Usage of dishwashing products, March 2019
- The issues
- Little growth for the mature dishwashing products market
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- Figure 2: Total US sales and fan chart forecast of dishwashing products, at current prices, 2013-23
- Strong brand loyalty promotes an apathetic approach to category
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- Figure 3: Shopping behaviors, March 2019
- Adults unwilling to increase spend
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- Figure 4: Interest and willingness to pay for dishwashing product innovations, March 2019
- The opportunities
- Co-branding can help players expand their reach
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- Figure 5: Influence of brand on purchase of dishwasher products, March 2019
- Natural products tout brand equities that go beyond eco-friendly
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- Figure 6: MULO sales of dishwashing products, by select natural brands, rolling 52 weeks 2018 and 2019
- What it means
The Market – What You Need to Know
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- Static market with little change expected
- Dishwasher detergent/additives exhibits growth
- Dishwashing products need to address shift to urban living
- Homeownership rates decline
- Cooking more at home creates more demand
- Shifts in population by age impact market
Market Size and Forecast
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- Mature market sees little change in sales
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- Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2013-23
- Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2013-23
Market Breakdown
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- Dishwasher detergent gains offset losses in dishwashing liquid
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- Figure 9: Total US retail sales of dishwashing products, by segment, at current prices, 2016 and 2018
- Dishwashing liquid launches strong, yet more focus being given to detergent
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- Figure 10: Share of dishwashing product launches, by subcategory, 2016-19
- Other retailers continue to widen the share gap
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- Figure 11: Total US retail sales of dishwashing products, by channel, at current prices, 2016 and 2018
Market Perspective
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- Majority of adults’ own dishwashers
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- Figure 12: Dishwasher ownership, March 2019
- Urban living fuels need for packaging or products suitable for compact models
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- Figure 13: US Households by metropolitan status, 2000 and 2018
Market Factors
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- Decline in homeownership impacts market
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- Figure 14: Homeownership rate, by age of householder, 2007 and 2017
- Growth in at-home food sales encouraging for market
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- Figure 15: BEA food sales at home and away from home, January 2010-January 2019
- Population growth favorable; age impacts category engagement
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- Figure 16: Usage of dishwashing products, March 2019
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- Figure 17: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
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- Procter and Gamble is the lone market leader
- Co-branding success
- Private label outpaces market growth
- Value-oriented brands yield to competitive pressures
- Enhancing the eco-friendly, natural brand position
Company and Brand Sales of Dishwashing Products
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- P&G accounts for majority of market sales
- Sales of dishwashing products by company
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- Figure 18: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Working?
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- Co-branding success for Cascade
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- Figure 19: Influence of brand on purchase of dishwasher products, March 2019
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- Figure 20: MULO sales of dishwasher detergent/additives, by select Cascade brands, rolling 52 weeks 2018 and 2019
- Private label dishwashing liquid gaining momentum
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- Figure 21: MULO sales of dishwashing products, by private label brands, rolling 52 weeks 2018 and 2019
- Alignment as ethically responsible helps drive success of private label
What’s Struggling?
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- Ajax sales continue to decline
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- Figure 22: MULO sales of Ajax dishwashing products, rolling 52 weeks 2018 and 2019
- Gain dishwashing liquid misses mark with fragrance-focus
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- Figure 23: MULO sales of dishwashing products, by Gain brand, rolling 52 weeks 2018 and 2019
What’s Next?
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- Eco-friendly, natural brands broaden brand identity
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- Figure 24: Share of dishwashing product launches, by top five claim categories, 2016-19*
- Figure 25: MULO sales of dishwashing products, by select natural brands, rolling 52 weeks 2018 and 2019
- Seventh Generation promotes ingredient transparency
- Toughness and functional fragrance are hallmarks of Mrs. Meyers Clean Day
- Method taps design and trend-forward image
The Consumer – What You Need to Know
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- Dishwashing liquid meets a variety of needs
- Table/capsule dishwasher detergent has strongest usage
- Rinse aids have moderate reach
- Brand loyalty is strong for dishwashing products
- Dishwasher owners rinse before loading
- Safety and environmentally friendly are key natural attributes
- Strong interest in innovations, lack of willingness to pay more
Usage and Attributes of Dishwashing Liquid
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- Dishwashing liquid purchased by most adults
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- Figure 26: Usage of dishwashing liquid, March 2019
- Dishwashing liquid purchases highest among adults aged 55+
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- Figure 27: Usage of dishwashing liquid, by age, March 2019
- Renters more likely to purchase dishwashing liquid
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- Figure 28: Usage of dishwashing liquid, by housing situation, March 2019
- Cutting through grease is vital for dishwashing liquids
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- Figure 29: Important attributes of dishwashing liquid, March 2019
- Brand and eco-friendly emerge as impacting reach
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- Figure 30: TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
- Methodology
Usage and Attributes of Dishwasher Detergent
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- Dishwasher detergent tablets/capsules most used
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- Figure 31: Usage of dishwasher detergent, March 2019
- Younger adults more likely to purchase liquid and powder detergents
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- Figure 32: Usage of dishwasher detergent, by age, March 2019
- Performance attributes are topmost influencers
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- Figure 33: Important attributes of dishwasher detergent, March 2019
- Performance attributes, underscored by brand, influences purchase
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- Figure 34: TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
- Methodology
Usage and Attributes of Rinse Aid and Cleaner
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- One third of dishwasher owners purchase rinse aids
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- Figure 35: Usage of rinse aid and dishwasher cleaner, March 2019
- Younger age groups more likely to purchase dishwasher cleaners
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- Figure 36: Usage of rinse aid and dishwasher cleaner, by age, March 2019
- Efficacy in rinse aids is important
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- Figure 37: Important attributes of rinse aid, March 2019
- Layering product attributes adds value to rinse aids
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- Figure 38: TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019
- Methodology
Shopping Behaviors
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- Dishwashing product purchasers are loyal to their brands
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- Figure 39: Shopping behaviors, March 2019
- Older consumers are more brand loyal
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- Figure 40: Shopping behaviors, by age, March 2019
- Hispanics read labels before buying
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- Figure 41: Shopping behaviors – Read ingredient labels, by Hispanic origin, March 2019
Attitudes toward Washing Dishes
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- Dishwasher owners still rinse items before loading
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- Figure 42: Attitudes toward washing dishes, March 2019
- Older adults most likely to rinse before loading
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- Figure 43: Select attitudes toward washing dishes, by age, March 2019
- Hispanics more involved in maintenance
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- Figure 44: Attitudes toward washing dishes, by Hispanic origin, March 2019
Important Natural Attributes
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- Safety and eco-friendly are most important natural attributes
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- Figure 45: Important natural attributes – Any rank (net), March 2019
- Skin safety, cruelty-free, free-from bleach are hot buttons for 18-24s
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- Figure 46: Important natural attributes – Any rank (net), by age, March 2019
- Less-affluent more likely to rank a variety of natural attributes important
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- Figure 47: Important natural attributes – Any rank (net), by income, March 2019
Interest in Innovations
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- Strong interest in dishwashing product innovations...
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- Figure 48: Any interest (net) in dishwashing product innovations, March 2019
- ...but not willing to pay more for these features
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- Figure 49: Interest and willingness to pay for dishwashing product innovations, March 2019
- The promise of convenience, health could increase spend
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- Figure 50: Interest and willingness to pay for select dishwashing product innovations, by age, March 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 51: Total US sales and forecast of dishwashing market, at inflation-adjusted prices, 2013-23
- Figure 52: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2013-23
- Figure 53: Total US retail sales of dishwashing products, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 54: Multi-outlet sales of liquid dishwashing products, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 55: Multi-outlet sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2018 and 2019
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Appendix – The Consumer
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- Figure 56: Table - TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
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- Figure 57: Table - TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
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- Figure 58: Table - TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019
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