Dishwashing Products - US - May 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Usage of dishwashing products, March 2019
The issues
Little growth for the mature dishwashing products market
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
Figure 3: Shopping behaviors, March 2019
Adults unwilling to increase spend
Figure 4: Interest and willingness to pay for dishwashing product innovations, March 2019
The opportunities
Co-branding can help players expand their reach
Figure 5: Influence of brand on purchase of dishwasher products, March 2019
Natural products tout brand equities that go beyond eco-friendly
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
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
Mature market sees little change in sales
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
Dishwasher detergent gains offset losses in dishwashing liquid
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
Figure 10: Share of dishwashing product launches, by subcategory, 2016-19
Other retailers continue to widen the share gap
Figure 11: Total US retail sales of dishwashing products, by channel, at current prices, 2016 and 2018
MARKET PERSPECTIVE
Majority of adults’ own dishwashers
Figure 12: Dishwasher ownership, March 2019
Urban living fuels need for packaging or products suitable for compact models
Figure 13: US Households by metropolitan status, 2000 and 2018
MARKET FACTORS 
Decline in homeownership impacts market
Figure 14: Homeownership rate, by age of householder, 2007 and 2017
Growth in at-home food sales encouraging for market
Figure 15: BEA food sales at home and away from home, January 2010-January 2019
Population growth favorable; age impacts category engagement
Figure 16: Usage of dishwashing products, March 2019
Figure 17: Population aged 18 or older, by age, 2013-23
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
P&G accounts for majority of market sales
Sales of dishwashing products by company
Figure 18: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2018 and 2019
WHAT’S WORKING?
Co-branding success for Cascade
Figure 19: Influence of brand on purchase of dishwasher products, March 2019
Figure 20: MULO sales of dishwasher detergent/additives, by select Cascade brands, rolling 52 weeks 2018 and 2019
Private label dishwashing liquid gaining momentum
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?
Ajax sales continue to decline
Figure 22: MULO sales of Ajax dishwashing products, rolling 52 weeks 2018 and 2019
Gain dishwashing liquid misses mark with fragrance-focus
Figure 23: MULO sales of dishwashing products, by Gain brand, rolling 52 weeks 2018 and 2019
WHAT’S NEXT?
Eco-friendly, natural brands broaden brand identity
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 
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 
Dishwashing liquid purchased by most adults
Figure 26: Usage of dishwashing liquid, March 2019
Dishwashing liquid purchases highest among adults aged 55+
Figure 27: Usage of dishwashing liquid, by age, March 2019
Renters more likely to purchase dishwashing liquid
Figure 28: Usage of dishwashing liquid, by housing situation, March 2019
Cutting through grease is vital for dishwashing liquids
Figure 29: Important attributes of dishwashing liquid, March 2019
Brand and eco-friendly emerge as impacting reach
Figure 30: TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
Methodology
USAGE AND ATTRIBUTES OF DISHWASHER DETERGENT
Dishwasher detergent tablets/capsules most used
Figure 31: Usage of dishwasher detergent, March 2019
Younger adults more likely to purchase liquid and powder detergents
Figure 32: Usage of dishwasher detergent, by age, March 2019
Performance attributes are topmost influencers
Figure 33: Important attributes of dishwasher detergent, March 2019
Performance attributes, underscored by brand, influences purchase
Figure 34: TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
Methodology
USAGE AND ATTRIBUTES OF RINSE AID AND CLEANER
One third of dishwasher owners purchase rinse aids
Figure 35: Usage of rinse aid and dishwasher cleaner, March 2019
Younger age groups more likely to purchase dishwasher cleaners
Figure 36: Usage of rinse aid and dishwasher cleaner, by age, March 2019
Efficacy in rinse aids is important
Figure 37: Important attributes of rinse aid, March 2019
Layering product attributes adds value to rinse aids
Figure 38: TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019
Methodology
SHOPPING BEHAVIORS
Dishwashing product purchasers are loyal to their brands
Figure 39: Shopping behaviors, March 2019
Older consumers are more brand loyal
Figure 40: Shopping behaviors, by age, March 2019
Hispanics read labels before buying
Figure 41: Shopping behaviors – Read ingredient labels, by Hispanic origin, March 2019
ATTITUDES TOWARD WASHING DISHES
Dishwasher owners still rinse items before loading
Figure 42: Attitudes toward washing dishes, March 2019
Older adults most likely to rinse before loading
Figure 43: Select attitudes toward washing dishes, by age, March 2019
Hispanics more involved in maintenance
Figure 44: Attitudes toward washing dishes, by Hispanic origin, March 2019
IMPORTANT NATURAL ATTRIBUTES
Safety and eco-friendly are most important natural attributes
Figure 45: Important natural attributes – Any rank (net), March 2019
Skin safety, cruelty-free, free-from bleach are hot buttons for 18-24s
Figure 46: Important natural attributes – Any rank (net), by age, March 2019
Less-affluent more likely to rank a variety of natural attributes important
Figure 47: Important natural attributes – Any rank (net), by income, March 2019
INTEREST IN INNOVATIONS
Strong interest in dishwashing product innovations...
Figure 48: Any interest (net) in dishwashing product innovations, March 2019
...but not willing to pay more for these features
Figure 49: Interest and willingness to pay for dishwashing product innovations, March 2019
The promise of convenience, health could increase spend
Figure 50: Interest and willingness to pay for select dishwashing product innovations, by age, March 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
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
APPENDIX – KEY PLAYERS 
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
APPENDIX – THE CONSUMER 
Figure 56: Table - TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
Figure 57: Table - TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
Figure 58: Table - TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019