Dishwashing Products - US - May 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Slow growth seen in a highly established sector
Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
Dishwashing liquid makes up the majority of category sales
Figure 2: Segment share of dishwashing products, at current prices, 2015
Few organic growth opportunities seen
Figure 3: Dishwasher ownership, 2010-15
The opportunities
Appeal to parents by thinking green
Figure 4: Dishwashing product purchase influencers, by select demographics, March 2016
The smell of success
Figure 5: Attitudes and behaviors toward hand washing dishes, by select demographics, March 2016
Get rid of germs
Figure 6: Interest in dishwashing product innovation, by select demographics, March 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Modest growth in a stable category
Liquid’s in the lead
Growth over dishwasher products stabilizes
MARKET SIZE AND FORECAST
New products could encourage modest growth
Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2010-20
MARKET BREAKDOWN
Dishwashing liquid remains in the lead
Figure 9: Segment share of dishwashing products, at current prices, 2015
Dishwasher product sales comparatively flat
Figure 10: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-15
MARKET FACTORS
Dishwasher ownership stays stable
Figure 11: Dishwasher ownership, 2010-15
Renting is on the rise
Figure 12: Dishwashing product purchases, by primary residence, March 2016
Dining out grows
KEY PLAYERS – WHAT YOU NEED TO KNOW
A highly consolidated market
A new Dawn
Eco-friendly products a new focus
New ways to buy
MANUFACTURER SALES OF DISHWASHING PRODUCTS
P&G prevails
Colgate continues to struggle
Reckitt begins to stabilize
Manufacturer sales of dishwashing products
Figure 13: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2015 and 2016
WHAT’S WORKING?
Dawn still does it
It’s easier being green
Figure 14: MULO sales of select eco-friendly dishwashing products, rolling 52 weeks 2015 and 2016
WHAT’S STRUGGLING?
Be honest
Be gentle
WHAT’S NEXT?
Sippy-cup safe
At the push of a button
THE CONSUMER – WHAT YOU NEED TO KNOW
Liquid’s in the lead
Price, cleaning power pack the biggest punch
Dawn dominates
Young men more open to experimentation and innovation
Antibacterial features attract interest
DISHWASHING PRODUCTS PURCHASED
Dishwashing liquid most popular item
Figure 15: Dishwashing product purchases, March 2016
Children in home a purchase driver
Figure 16: Dishwashing product purchases, by presence of children in home, by age, March 2016
Whites, Hispanics largest buyers of dishwasher products
Figure 17: Dishwashing product purchases, by race/Hispanic origin, March 2016
PURCHASE INFLUENCERS
Price, cleaning power critical drivers of purchase
Figure 18: Dishwashing product purchase influencers, March 2016
Higher-income consumers value brand, eco-friendliness
Figure 19: Dishwashing product purchase influencers, by household income, March 2016
Parents care less about price
Figure 20: Dishwashing product purchase influencers, by presence of children in the household, by age, March 2016
Older consumers most interested in cleaning power
Figure 21: Dishwashing product purchase influencers, by gender and age, March 2016
BRAND PERCEPTIONS
Dawn leads in brand loyalty
Figure 22: Correspondence analysis – Brand perceptions, March 2016
ATTITUDES AND BEHAVIORS TOWARD WASHING DISHES
One third of users prefer hand washing
Figure 23: Attitudes and behaviors toward hand washing dishes, March 2016
Younger men more adventurous
Figure 24: Attitudes and behaviors toward hand washing dishes, by gender and age, March 2016
ATTITUDES AND BEHAVIORS TOWARD USING A DISHWASHER
Prewashing is the norm
Figure 25: Attitudes and behaviors toward using a dishwasher, March 2016
Affluent consumers use dishwashers to the fullest
Figure 26: Attitudes and behaviors toward using a dishwasher, by household income, March 2016
Younger men could benefit from high-performance products
Figure 27: Attitudes and behaviors toward using a dishwasher, by gender and age, March 2016
Hispanics less likely to prewash
Figure 28: Attitudes and behaviors toward using a dishwasher, by race/Hispanic origin, March 2016
INTEREST IN PRODUCT INNOVATION
Antibacterial features of greatest interest
Figure 29: Interest in dishwashing product innovation, March 2016
Parents of younger children seek innovation
Figure 30: Interest in dishwashing product innovation, by presence of children in the home, by age, March 2016
Younger men very open to innovation
Figure 31: Interest in dishwashing product innovation, by gender and age, March 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – MARKET
Figure 32: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2010-20
Figure 33: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-20
Figure 34: Total US retail sales and market share of dishwashing products, by segment, at current prices, 2013 and 2015
Figure 35: Total US retail sales of dishwashing products, by channel, at current prices, 2010-15
Figure 36: Total US retail sales and market share of dishwashing products, by channel, at current prices, 2013 and 2015
Figure 37: Total US revenues and forecast for restaurants and other eating places, at inflation-adjusted prices, 2010-20
APPENDIX – KEY PLAYERS
Figure 38: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 39: MULO sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2015 and 2016
APPENDIX – CONSUMER
Correspondence analysis methodology
Figure 40: Brand perceptions, March 2016