Table of Contents
Issues in the Market
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- Key themes
- Definitions
Future Opportunities
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- Understanding the chemistry
- The focus is fuzzy
- Insights
- Widening the range
- Live for the now
- Insights
Market in Brief
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- Healthy growth
- Continued innovation
- Pricing issues
- Future
Internal Market Environment
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- Key points
- Feeling the pinch
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- Figure 1: Attitudes towards price, 2004-08
- Dishwasher ownership
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- Figure 2: Trends in ownership of dishwashers, by household size, 2004-08
- Growing interest in home cooking?
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- Figure 3: Attitudes towards cooking, 2004-08
- Skin conditions
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- Figure 4: Selected skin conditions suffered from in the last 12 months, GB, 2004-08
- Brand loyalty
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- Figure 5: Attitudes towards price and loyalty, 2004-08
- Environmental concerns
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- Figure 6: Trends for environmental statements, 2004-08
Broader Market Environment
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- Key points
- Household size
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- Figure 7: Trends in UK household size, 2004-14
- Figure 8: Number of men vs women that live alone, 2004-08
- Pocket money could encourage children to pitch in?
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- Figure 9: Chores done – 7-14-year-olds, 2004-08
- Regulation
- Use of phosphates
Competitive Context
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- Key points
- Conflict within the market
- A wider market
- Dislike of doing the dishes
- Eating out
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- Figure 10: Consumer expenditure on nights out, 2003-08
- Trends in convenience foods
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- Figure 11: Indexed growth of UK retail value sales of ready meals, at current prices and constant prices, 2003-08
- Paper plates and takeaways
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Attitudes towards new product launches
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- Figure 12: Attitudes towards new products, 2008
- Rinse aids driving innovation
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- Figure 13: Index in new product development of dishwashing detergents, by sub-category, 2004-08
- Innovation becomes more fragmented
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- Figure 14: New product development in dishwashing products, by sub-category, 2004-09
- Trend tracker
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- Figure 15: Leading product positioning for dishwashing detergents, 2006-09
- Branded launches dominate
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- Figure 16: Innovation in dishwashing detergents, by branded vs own-label and sub-category, 2004-09
Market Size and Forecast
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- Key points
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- Figure 17: UK value sales of dishwashing detergents, 2004-14*
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
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- Figure 18: UK retail value sales of dishwashing products, by sector, 2004-14
- Dishwasher products
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- Figure 19: UK retail value sales of dishwasher products, by sector, 2004-08
- Hand wash developments
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- Figure 20: UK retail value sales of hand dishwashing products, by sector, 2004-08
Market Share
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- Key points
- Manufacturer shares
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- Figure 21: Manufacturers’ shares in dishwashing detergents, 2006-08
- Brand shares
- Finish first
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- Figure 22: Brands’ value shares of machine dishwashing detergents, 2006-08
- Fairy’s continues to cast magic
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- Figure 23: Brands’ value shares of hand dishwashing detergents, 2006-08
Companies and Products
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- Figure 24: Brand map of the UK dishwashing detergents market, 2009
- Procter & Gamble
- Reckitt Benckiser
- Unilever
- PZ Cussons
- Own-label
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- Figure 25: UK own-label dishwashing detergents brands, by positioning, 2008
- McBride
- Ecover
- Jeyes/ PLP
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Brand Communication and Promotion
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- Key points
- Consumer attitudes towards promotions
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- Figure 26: Attitudes towards promotions, 2006-08
- Trends in adspend
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- Figure 27: Main monitored media advertising spend on dishwashing detergents, 2004-08
- Adspend by advertiser
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- Figure 28: Main monitored media advertising spend on dishwashing detergents, by advertiser, 2004-08
- Marketing themes
- Drawing on power
- Health and beauty benefits
- Corporate campaigns
Channels to Market
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- Key points
- A mainstream purchase
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- Figure 29: Retail distribution of dishwashing detergents, 2006-08
European Comparison
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- Key points
- European comparison in NPD
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- Figure 30: NPD in dishwashing products, by country, 2004-08
- European comparison by consumer behaviour
- Penetration of dishwashers and dishwashing products
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- Figure 31: Ownership of an electric dishwasher, by country, 2003-08
- Figure 32: Penetration of dishwashing products, by country, 2008
- Penetration of dishwasher detergents by type
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- Figure 33: Penetration of dishwasher detergents, by country, by type, 2008
- Penetration and frequency of using dishwashing detergents
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- Figure 34: Penetration and frequency of using dishwashing detergents, by country, 2008
Consumer Usage and Frequency
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- Key points
- Usage
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- Figure 35: Trends in usage of dishwashing detergents, GB, 2003-08
- Dishwasher product use by type
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- Figure 36: Trends in frequency of using dishwashing detergents, by type, 2003-08
- Frequency of use
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- Figure 37: Trends in penetration of dishwasher detergents, by type, 2003-08
- Trends in use by dishwasher ownership
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- Figure 38: Trends in using washing-up liquids, by dishwasher ownership, 2003-08
Attitudes Towards Dishwashing Products
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- Key points
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- Figure 39: Attitudes towards products used, November 2008
- Low interest = sleep shopping
- Credit crunch and price pressures
- Green vs in the red
- Price is the winner
- Environment
- Natural
- Price
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- Figure 40: Concerns when deciding what dishwashing detergent to use, November 2008
- The impact of price
- What’s inside?
- Not concentrating
- Single vision
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- Figure 41: Cross-tab of concerns when deciding what dishwashing detergent to use (column %), November 2008
Consumer Dishwashing Habits
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- Key points
- Hate doing the dishes
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- Figure 42: Age demographic of adults who list the dishes as a chore that they hate doing, November 2008
- Doing the dishes
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- Figure 43: How the dishes get done, by dishwasher ownership, November 2008
- Busy lifestyles
- Family chore?
Attitudes Towards Washing Up by Hand Vs Using a Dishwasher
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- Key points
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- Figure 44: Attitudes towards washing up by hand versus using a dishwasher, by dishwasher ownership, November 2008
- Finding the middle ground between convenience and conservation
- If you want a job done properly, do it yourself
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- Figure 45: Number of negative attitudes towards dishwashers, November 2008
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
Appendix – Consumer Usage and Frequency
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- Dishwasher ownership
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- Figure 46: Dishwasher ownership, by demographic sub-group, November 2008
- Trends in use of dishwasher detergents
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- Figure 47: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2008
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- Figure 48: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2008
Appendix – Attitudes towards Dishwashing Products
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- Figure 49: attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
- Figure 50: Attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
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- Figure 51: Concerns when deciding what dishwashing detergent to use, by demographic sub-group, November 2008
- Figure 52: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on cleaning the dishes (column %), November 2008
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Appendix – Consumer Dishwashing Habits
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- Consumer apathy towards doing the dishes
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- Figure 53: Consumer apathy towards household chores, by demographic sub-group, November 2008
- Dishwashing habits
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- Figure 54: Dishwashing habits, by demographic sub-group, November 2008
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- Figure 55: Dishwashing habits, by demographic sub-group, November 2008
Appendix – Attitudes Towards Washing Up by Hand vs Using a Dishwasher
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- Figure 56: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
- Figure 57: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
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- Figure 58: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on washing up hand versus using a dishwasher (column %), November 2008
- Figure 59: Number of negative attitudes towards dishwashers, by demographic sub-group (row %), November 2008
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