Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Historical market size alteration
Insights and Opportunities
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- Functional scents
- Children’s products
- Ecological
- Older consumers
Fast Forward Trends
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- Trend 1: Golden Bullet
- Trend 2: Chips With Everything
Market in Brief
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- A tale of two sectors
- Rising dishwasher ownership driving growth
- The move towards combination products
- Fairy Active Bursts make an impact
- Dishwashing detergents still upmarket
Internal Market Environment
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- Key Points
- Dishwasher ownership is rising
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- Figure 1: Ownership of dishwashing detergents, UK, 2001-06
- New consumers provide a key opportunity for brands
- Environmental credentials
- Dishwashers can save energy
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- Figure 2: Environmental credentials, 2001-06
- Are green products efficient enough?
- Brand loyalty is strong
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- Figure 3: Attitudes towards variety, by detergent users, 2006
Broader Market Environment
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- Key Points
- Dishwashers popular in large households
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- Figure 4: UK households sizes as a % of the population, 2002-12
- PDI
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- Figure 5: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Dishwasher ownership highest amongst the middle aged
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- Figure 6: Trends in population, by age, 2002-12
Competitive Context
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- Key Points
- A distinct market
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- Figure 7: Market size for UK cleaning products markets, 2006
- Doing the cleaning
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- Figure 8: UK retail sales of cleaning products, 2002-07
- A product for every job
- Fresheners have grown faster
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- A lull in activity in the market
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- Figure 9: New product launches in the UK, by sub-category, January 2006-March 2007
- Deodorisers are the key ancillary product
- Nothing new in washing-up liquids
- More launches abroad but of similar products
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- Figure 10: New product launches in Europe, January 2006-January 2007
- France leads launch activity
- Most effort in dishwasher products
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- Figure 11: New product launches in Europe by sub-category, January 2006-January 2007
- Potential for green products
Market Value and Forecast
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- Key Points
- Sales up 6% in 2006
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- Figure 12: UK retail value sales of dishwashing detergents, 2002-07
- Continuing premiumisation
- Rising dishwasher ownership drives growth
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- Figure 13: UK retail value sales of dishwashing detergents, by sector, 2004 and 2006
- Dishwasher owners still buy washing-up liquid
- Future growth potential
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- Figure 14: Market size and forecast of dishwashing detergents, at current prices, 2002-12
- Figure 15: Market size and forecast of dishwashing detergents, at 2007 prices, 2002-12
- The battle within
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- Figure 16: Indexed growth of machine-dishwashing and hand-washing detergents, 2002-12
- Factors incorporated in the forecast
Segment Performance
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- Key Points
- Machine dishwashing detergents
- Dishwasher ownership boosts sales
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- Figure 17: UK retail value sales of machine dishwashing detergents, 2002-07
- Fairy shakes up the sector
- Tablets dominant
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- Figure 18: UK retail value sales of machine dishwashing detergents, by type, 2004 and 2006
- Sales of ancillary products hit
- Deodorisers the bright spot
- Hand dishwashing detergents
- Washed up value sales
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- Figure 19: UK retail value sales of hand dishwashing detergents, 2002-07
- Frequency of use down
- Premiumisation remains important
- Fragrances important
- Anti-bacterial products gain ground
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- Figure 20: UK retail value sales of hand dishwashing detergents, by type, 2004 and 2006
- Pre-spray slows down
- Potential for green products
Market Share
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- Key Points
- P&G dominates share
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- Figure 21: Manufacturers' value shares of dishwashing detergents, 2004 and 2006
- Fairy enters new segment
- Henkel struggles to grow share
- A necessary strategic move
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- Figure 22: Manufacturers’ value shares of machine dishwasher detergents, 2004 and 2006
- Own-label squeezed
- Ecover shows strong growth
- All hands on deck
- Is Fairy being squeezed out?
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- Figure 23: Manufacturers' value shares of hand dishwashing detergents, 2004 and 2006
- Morning Fresh gains
Companies and Products
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- Key Points
- Procter & Gamble
- Fairy
- Reckitt Benckiser
- Finish
- McBride
- PZ Cussons
- Unilever
- Henkel
- Ecover
Brand Elements
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- Figure 24: Attitudes towards dishwashing detergent brands, April 2007
- Finish
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- Figure 25: Words associated with the Finish brand, April 2007
- Brand qualities
- You and whose army?
- Surcare
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- Figure 26: Words associated with the surcare brand, April 2007
- Brand qualities
- Sensitivity overpowered by harsh reality.
- Ecover
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- Figure 27: Words associated with the Ecover brand, April 2007
- Brand qualities
- Putting the Eco-warrior in your dishwasher
- Fairy
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- Figure 28: Words associated with the Fairy brand, April 2007
- Brand qualities
- Fairy’s sparkling performance isn’t frothing all customers up
- Usage of brands
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- Figure 29: Consumer usage of various dishwashing detergent brands, April 2007
- Attitudes towards brands
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- Figure 30: Attitudes towards dishwashing detergent brands, April 2007
- Big brands with equity demonstrate satisfaction and performance
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- Figure 31: Customer rating of dishwashing detergent brands, April 2007
- Brand commitment
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- Figure 32: Degree of customer commitment to dishwashing detergent brands, April 2007
- Round up
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Brand Communication
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- Key Points
- Advertising to sales ratio held steady
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- Figure 33: Main monitored media advertising expenditure on dishwashing products by medium, 2002-March 2007
- Most spending is on TV campaigns
- Less media support for hand dishwashing
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- Figure 34: Share of monitored media spend, handwashing vs. machine dishwashing, 2002-06
- Glist is slow off the mark
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- Figure 35: Main monitored media advertising expenditure on machine dishwashing products, by brand, 2002-March 07
- Fairy leads adspend
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- Figure 36: Main monitored media advertising expenditure on hand dishwashing products, by brand, 2002-06
- Price promotions important
- Below-the-line activity
Channels to Market
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- Key Points
- Grocery multiples dominate
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- Figure 37: UK retail value sales of dishwashing detergents, by outlet, 2004 and 2006
- Vulnerable third brand
- Tesco leads distribution
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- Figure 38: Estimated share of grocery multiples’ dishwashing detergent sales, by retail group, 2006
The Consumer – Usage
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- Figure 39: Usage of dishwashing detergents, 2002-06
- Washing-up liquid is in almost every household
- Growing use of dishwasher detergents
- The ownership profile will change over time
- Cross country comparisons
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- Figure 40: Penetration of using dishwashing products, by country, 2006
- Dishwashing formats need constant innovation
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- Figure 41: Trends in penetration of dishwasher detergents, by type, 2002-06
- Tablets winning the format battle
- Tablets convenient and efficient
- The chore of washing up
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- Figure 42: Trend in frequency of using washing-up liquids, 2002-06
- Suppliers could focus on household pride
- Infrequent dishwasher use impedes market growth
- Older consumers a key target group
- Women crucial for dishwasher detergents
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Consumer – Attitudes and Motivations
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- Advertising-resistant consumers
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- Figure 43: Attitudes towards dishwashing detergents, January 2007
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- Figure 44: Demographic profile of those stating that “advertising has no influence on my choice of dishwashing detergents”, January 2007
- The infrequent users
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- Figure 45: Important properties when buying a hand dishwashing detergent, January 2007
- Brands are very important
- A quarter of consumers seek promotions
- Demand for green products
- Skincare has potential
- Lack of interest in pre-sprays
- Women function-driven
- Combination products lead the way
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- Figure 46: Important properties when buying a machine dishwashing detergent, January 2007
- Consumers like brands, but how much?
- Hard-core hand dish washers
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- Figure 47: Cross-analysis of important properties when buying a hand dishwashing detergent and attitudes to dishwashing detergents, January 2007
- Hard-core hand washers
- The advertising-receptive avoid green products
- Infrequent users like natural fragrances
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- Figure 48: Cross analysis of important properties when buying a machine dishwashing detergent and attitudes to dishwashing detergents, January 2007
- Confused conservers
Consumer – Further Analysis
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- CHAID analysis
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- Figure 49: CHAID based on: sex, age, social grade, marital status, lifestage, working status, tenure and TV usage
- Dishwasher ownership linked to affluence and lifestage
- TV watchers go for combination products
- Older consumers brand loyal
- Brands win out in features sought
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- Figure 50: Repertoire of features sought when buying a hand dishwashing detergent, january 2007
- Dishwashing repertoire
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- Figure 51: Repertoire of features sought when buying a machine dishwashing detergent
- Type of product most important
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment
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- Figure 52: Ownership of electric dishwashers in UK, by demographic sub-group, 2006
- Broader market environment
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- Figure 53: Working population, by gender, 2001-11
- Figure 54: Trends – average hours spent per day in professional occupation (main job or other paid activities), 2002-06
- The Consumer – Usage: Detailed Demographics
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- Figure 55: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2006
- Figure 56: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2006
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- Figure 57: Penetration of dishwasher detergents, by country, by type, 2006
- Consumer – Attitudes and Motivations: Detailed Demographics
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- Figure 58: Attitudes towards dishwashing detergents, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and detailed lifestage groups, January 2007
- Figure 59: Important properties when buying a hand dishwashing detergent, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007
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- Figure 60: Important properties when buying a hand dishwashing detergent, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007
- Figure 61: Important properties when buying a machine dishwashing detergent, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007
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- Figure 62: Important properties when buying a machine dishwashing detergent, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007
- Consumer – Further Analysis: Detailed Demographics
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- Figure 63: Hand-washing repertoire, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007
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