Table of Contents
Executive Summary
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- The market
- COVID-19 provides a boost to dishwashing
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- Figure 1: UK central forecast value sales of the dishwashing products market (prepared 8 July 2020), 2015-25
- Impact of COVID-19 on dishwashing products
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- Figure 2: Expected impact of COVID-19 on the dishwashing products market, short, medium and long term, 8 July 2020
- Expand hygiene focus to create new products
- Create new ways to align with consumer lifestyles
- Companies and brands
- Fairy sees decline in hand dishwashing value sales…
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- Figure 3: Brand shares in value sales of hand dishwashing products, year ending February 2020
- …but narrows the gap in machine segment
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- Figure 4: Brand shares in value sales of machines dishwashing products, year ending February 2020
- New packaging changes are main focus of NPD
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- Figure 5: Share of NPD in the UK dishwashing products market, by launch type, January 2016-June 2020
- Time/speed and skincare claims will rise after COVID-19
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- Figure 6: Leading claims on dishwashing product launches, 2018 and 2019
- Fairy and Finish dominate adspend
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- Figure 7: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top advertisers, 2019
- The consumer
- The pandemic increases purchase of household care products
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- Figure 8: Spending expectation for household care products in the coming month, 26 March-1 July 2020
- Washing-up liquid to take on more prominence
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- Figure 9: Usage of washing-up liquid, March 2020
- All-in-one tablets/capsules maintain popularity
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- Figure 10: Usage of dishwasher products, March 2019 and March 2020
- Parents increase their usage of the dishwasher
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- Figure 11: Change in usage of dishwashers, by household income, March 2020
- Educate consumers on water-saving benefits of dishwashers
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- Figure 12: Reasons for decreased usage of dishwashers, March 2020
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- Figure 13: Reasons for increased usage of dishwashers, March 2020
- Create campaigns to encourage dishwasher maintenance
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- Figure 14: Issues experienced when using a dishwasher, March 2020
- Price and product quality drive dishwashing purchases
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- Figure 15: Purchase drivers in the UK dishwashing products category, March 2020
- Add pleasure and stress relief to dishwashing routines
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- Figure 16: Attitudes towards washing up, March 2020
- What we think
Impact of COVID-19 on Dishwashing Products
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- The market
- The dishwashing products market gets a boost
- Working at home will create more occasions over the long term
- The recession will stall dishwasher ownership
- The consumer
- Consumers expect to spend more on household care
- Align with home cooking for younger consumers
- Price and quality focus will come into play
- Encourage consumers to take time to wash up and de-stress
- Companies and brands
- Increase hygiene focus
- Promote the benefits of an efficient machine
- An opportunity for the extension of own-label product ranges
- Push environment to centre stage in marketing
Issues and Insights
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- COVID-19 creates long-term dishwashing opportunities
- The facts
- The implications
- Align with consumer focus on health
- The facts
- The implications
- Go further with water-saving campaigns
- The facts
- The implications
The Market – What You Need to Know
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- COVID-19 provides a boost to dishwashing
- Hand dishwashing segment drags the market down in 2019
- Grocery multiples remain on top
- An economic hit is on the horizon
- Dishwasher machine ownership will stall
- Water waste represents a key concern
- Technology will shift in-demand formats in the future
Market Size and Forecast
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- A bright future for dishwashing products
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- Figure 17: Expected impact of COVID-19 on the dishwashing products market, short, medium and long term, 8 July 2020
- Short term
- Medium term
- Long term
- COVID-19 provides a boost to dishwashing
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- Figure 18: UK retail value sales of dishwashing products (prepared 8 July 2020), 2015-25
- A new version of normality will follow
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- Figure 19: UK central forecast value sales of the dishwashing products market (prepared 8 July 2020), 2015-25
- Recession won’t halt overall demand
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- Figure 20: UK retail value sales of dishwashing products, 2007-17
Market Segmentation
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- Hand dishwashing drags the market down in 2019
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- Figure 21: UK retail value sales of dishwashing products, by segment, 2018 and 2019
- Machine dishwashing marginally increases sales
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- Figure 22: UK retail value sales of machine dishwashing products, by segment, 2018 and 2019
Channels to Market
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- Grocery multiples remain on top
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- Figure 23: UK retail value sales of dishwashing products, by outlet type, 2017-19
- Online channels stand to benefit from COVID-19
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- Figure 24: Lever Direct Facebook post, May 2020
- Loop finally launches in the UK
Market Drivers
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- Economic blow has yet to hit…
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- Figure 25: Trends in consumer sentiment for the coming year, January 2009-June 2020
- …but it is on the way
- Dishwasher machine ownership will stall
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- Figure 26: Dishwasher ownership, by household income, March 2020
- Reduced household size makes it more difficult to own a dishwasher
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- Figure 27: UK household size, in thousands, 2010-19
- Prepare for the return to workplaces
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- Figure 28: Astonish Cup Clean, 2018
- Water waste represents a key concern
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- Figure 29: Relaunch of Finish Quantum Ultimate, 2020
- Consumers worry about chemicals present in household care products
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- Figure 30: Cleaning equipment behaviours, November 2019
- Technology will shift in-demand formats in the future
Companies and Brands – What You Need to Know
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- Fairy sees decline in hand dishwashing value sales…
- …but narrows the gap in machine segment
- NPD focuses on the basics
- New packaging changes are main focus of NPD
- Time/speed and skincare claims will rise after COVID-19
- Fairy and Finish dominate adspend
- Ecover supports Too Good To Waste launch
Market Share
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- Fairy sees decline in hand dishwashing value sales…
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- Figure 31: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, years ending February 2019 and 2020
- …but narrows the gap in machine segment
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- Figure 32: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, years ending February 2019 and 2020
- SC Johnson brands showcase move towards sustainability
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- Figure 33: Leading brand owners’ share of the UK dishwashing products market, by value, year ending 24 February 2020
- Own-label destined to grow market share
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- Figure 34: Examples of own-label eco-friendly ranges, 2017-20
Launch Activity and Innovation
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- Dishwashing NPD remains stable as share of the homecare sector
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- Figure 35: UK household care launches, by category, January 2016-June 2020
- NPD focuses on the basics
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- Figure 36: Share of NPD in the UK dishwashing products market, by sub-category, January 2016-June 2020
- Fairy and Finish up focus on capsules
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- Figure 37: Share of NPD in the automatic detergents segment, by format type, January 2016-June 2020
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- Figure 38: Examples of automatic detergent launches, 2019-20
- New packaging changes are main focus
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- Figure 39: Share of NPD in the UK dishwashing products market, by launch type, January 2016-June 2020
- Figure 40: Examples of new Unilever launches under the Seventh Generation brand, 2019
- New launches focus on eco packaging changes
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- Figure 41: Leading claims on dishwashing product launches, by leading claims in 2019, 2018 and 2019
- Time/speed and skincare claims will rise after COVID-19
- Opportunity for antibacterial launches
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- Figure 42: Examples of products suitable for cleaning fruit and vegetables in Asia, 2020
- P&G drives NPD
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- Figure 43: Share of NPD in the UK dishwashing products market, by ultimate company, January 2016-June 2020
- Figure 44: Examples of P&G dishwashing launches under the Fairy brand, 2019-20
- Brands increase dominance in NPD
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- Figure 45: Share of NPD in the UK dishwashing products market, branded vs own-label, January 2016-June 2020
- Figure 46: Tesco and Morrisons washing-up liquid product launches, 2019
- Citrus fragrances maintain their dominance
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- Figure 47: Share of NPD in the UK dishwashing products market, by leading fragrance component groups in 2019, January 2016-June 2020
- Brands extend range of scents
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- Figure 48: Examples of dishwashing products with novel fragrances, 2019-20
- Saving water becomes a main focus
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- Figure 49: Examples of dishwashing launches with eco-friendly claims, 2019-20
- Ecover uses waste products for washing-up liquid
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- Figure 50: Ecover’s Too Good To Waste Washing-Up Liquid, 2019
Advertising and Marketing Activity
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- A few advertisers dominate the category
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- Figure 51: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top advertisers, 2019
- Fairy changes label to support the LGBTQ+ community
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- Figure 52: Fairy washing-up liquid advert, 2019
- Fairycology tackles sustainability
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- Figure 53: “Discover why Fairy is sustainable”, Fairycology, 2019
- Finish offers stellar cleaning
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- Figure 54: Finish Quantum Ultimate Dishwasher tablets advert, 2019
- Ecover upcycles waste
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- Figure 55: Ecover ‘Too Good To Waste’ limited edition washing-up liquid advert, 2019
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- The pandemic increases purchase of household care products
- Washing-up liquid to take on more prominence
- Parents increase their usage of the dishwasher
- Consumers are confused about saving water
- Educate consumers on dishwasher maintenance
- Price and product quality drive dishwashing purchases
- Add pleasure and stress relief to dishwashing routines
Impact of COVID-19 on the Household Care Consumer
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- COVID-19 leads to new enforced habits
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- Figure 56: Changes in consumer behaviour since the COVID-19 outbreak, 28 February-16 April 2020
- The rise in home cooking presents an opportunity
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- Figure 57: Consumers who eat out at least once a week, by age, May 2019
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- Figure 58: Comfort levels with going to a restaurant/bar indoors and outdoors, 25 June-1 July 2020
- The pandemic increases purchase of household care products
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- Figure 59: Spending expectation for household care products in the coming month, 26th March-1st July 2020
Usage and Purchasing of Dishwashing Products
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- Washing-up liquid to take on more prominence
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- Figure 60: Usage of washing-up liquid, March 2020
- COVID-19 may even up household chores
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- Figure 61: Purchasing responsibilities of washing-up liquid, by gender and age, March 2020
- All-in-one tablets/capsules maintain popularity
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- Figure 62: Usage of dishwasher products, March 2019 and March 2020
- Liquids and powders rely on technology to boost appeal
Change in Usage of Dishwashers
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- Dishwashing usage edges upwards
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- Figure 63: Change in usage of dishwashers, by household income, March 2020
- Dishwashers simplify household routines
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- Figure 64: Reasons for increased usage of dishwashers, March 2020
- Dishwashing products for new parents
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- Figure 65: Examples of baby-focused washing-up liquids, 2018-19
- Dishwashers’ green features confuse consumers
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- Figure 66: Reasons for decreased usage of dishwashers, March 2020
- Consumers show concern over chemicals
Issues Experienced when Using a Dishwasher
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- Educate consumers on maintenance and correct usage
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- Figure 67: Issues experienced when using a dishwasher, March 2020
- Use social media for tips and tricks
Important Purchase Drivers
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- Price and product quality drive purchases
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- Figure 68: Purchase drivers in the UK dishwashing products category, by gender, March 2020
- Young consumers expect more from dishwashing brands…
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- Figure 69: Selected purchase drivers, by age, March 2020
- …while older consumers look for convenience
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- Figure 70: Interest in dishwashing products that are easy to use, by age, March 2020
Attitudes towards Washing Up
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- Add pleasure and stress relief to dishwashing routines
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- Figure 71: Attitudes towards washing up, March 2020
- Food-grade ingredients can act as an indicator of safety
- Low glove usage puts onus on brands to look after hands
- Young consumers keen on exploring new formats
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- Figure 72: Agreement with “There should be more formats for washing-up liquids (eg spray, mousse)”, by age, March 2020
- Figure 73: P&G Dawn Platinum Powerwash Spray, December 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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