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Dishwashing Products - US - May 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Solid growth rate shows signs of softening
Figure 1: Sales of dishwashing products, by segment, 2009-14
Dishwashing product usage rates largely unchanged
Figure 2: Household usage of dishwashing products, 2009-14
Dishwashing liquid product selection starts with grease-cutting power
Figure 3: Dishwashing liquid attribute importance, March 2015
Prevention of problems a key theme in detergent purchase decisions
Figure 4: Dishwasher detergent attribute importance, March 2015
The opportunities
Alternate use concept has wide potential
Figure 5: Attitudes and behaviors toward washing dishes by hand, March 2015
Helping detergent users avoid dishwasher issues
Figure 6: Attitudes and behaviors toward using the dishwasher, March 2015
Décor protection an opportunity for dishwashing detergent
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
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
Solid growth rate shows signs of softening
Figure 8: Total US sales and fan chart forecast of dishwashing products, at current prices, 2009-19
MARKET BREAKDOWN
Sales growth cools for dishwashing liquid in 2014
Figure 9: Segment share of dishwashing products, 2014
Figure 10: Sales of dishwashing products, by segment, 2009-14
MARKET FACTORS
Dishwasher ownership slips in line with declining homeownership rate
Figure 11: Dishwasher ownership, 2009-14
Higher-income households a key market for dishwasher detergent
Figure 12: Dishwasher ownership, by household income, November 2013-December 2014
Consumers spending more time on home meal prep and cleanup
Figure 13: Time spent on food preparation and cleanup, average hours per day, 2007-13
MARKET PERSPECTIVE
Slow growth in broader household care market
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
P&G extend lead in both segments
Premium cleaning power drives share
Dishwashing liquid brands push beyond the sink
MANUFACTURER SALES OF DISHWASHING PRODUCTS
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
Figure 15: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2014 and 2015
WHAT’S WORKING?
Premium cleaning power drives share
Figure 16: Dawn Platinum Power Clean “Leftovers” TV spot, 2015
Figure 17: Cascade Platinum “Non-Stick” TV spot, 2015
Figure 18: MULO sales of Dawn and Cascade Platinum, 2011-15
Eco-friendly dishwashing liquid makes strong gains on small base
Figure 19: MULO sales of select eco-friendly dishwashing liquid brands, 2012-15
Fragrance variety
WHAT’S STRUGGLING?
Finish Power and Free
WHAT’S NEXT?
Dishwashing liquid brands push beyond the sink
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
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
Dishwashing product usage rates largely unchanged
Figure 21: Household usage of dishwashing products, 2009-14
Unit-dose tablets poised to become most commonly used detergent form
Figure 22: Dishwasher detergent type used most often, 2009-14
DISHWASHING LIQUID ATTRIBUTE IMPORTANCE
Dishwashing liquid product selection starts with grease-cutting power
Interest in eliminating the soak
Shoppers also place importance on sensory benefits
Figure 23: Dishwashing liquid attribute importance, March 2015
ATTITUDES AND BEHAVIORS TOWARD WASHING DISHES BY HAND
Alternate use concept has wide potential
Dishwashing can be a family affair
Figure 24: Attitudes and behaviors toward washing dishes by hand, March 2015
DISHWASHER DETERGENT ATTRIBUTE IMPORTANCE
Prevention of problems a key theme in detergent purchase decisions
Figure 25: Dishwasher detergent attribute importance, March 2015
ATTITUDES AND BEHAVIORS TOWARD USING THE DISHWASHER
Helping users avoid dishwasher issues
Alternate use also an opportunity for dishwasher detergent
Figure 26: Attitudes and behaviors toward using the dishwasher, March 2015
INTEREST IN NEW DISHWASHING PRODUCTS AND FEATURES
For dishwashing liquid, performance features draw greater interest
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
Figure 28: Interest in dishwasher detergent new products and features, interested and willing to pay more for, March 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
MARKET
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
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
KEY PLAYERS
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
CONSUMER
Figure 37: Household usage of dishwashing products, by demographics, November 2013-December 2014
Figure 38: Dishwasher detergent brand used most often, by demographics, November 2013-December 2014
Figure 39: Dishwashing liquid brand used most often, by demographics, November 2013-December 2014

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