Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A $1.2 billion market
- An evenly divided market
- Slow growth for dishwasher detergent…
- …could pick up in upcoming years
- Slow growth for dishwashing liquid
- Increase in private label sales
- Supermarket sales make up the lion’s share, but other channels growing faster
- Parents do more dishes
- Supply structure
- Broader usage for dish soap
- Dish soap usage is nearly universal
- Willing to try new things
- What consumers want
Inspire Insights
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- Water Conservation
- Familiarity through food ingredients
- Premiumization of home care
Insights and Opportunities
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- Concern about the environment continues to grow
- “Green” can mean almost anything
- Targeting single parents
- Reusable design-driven dispensers
- Cross-branding between cleaning brands
- Cross-branding between cleaning brands
- Cross-branding with dishwasher machine purchase
Market Size and Forecast
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- Key points
- Eating more meals at home, doing more dishes at home
- Consumer spending backs beliefs regarding the environment
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- Figure 1: FDMx sales and forecast of dishwashing products at current prices, 2004-14
- Figure 2: FDMx sales and forecast of dishwashing products at inflation-adjusted prices, 2004-14
- Walmart sales
Segment Performance
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- Key points
- An evenly divided market to shift in upcoming years
- Sales and forecast—dishwashing products
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- Figure 3: FDMx sales and forecast of dishwashing products at current prices, by segment, 2004-14
- Figure 4: FDMx sales of dishwashing products, by segment, 2007 and 2009
Segment Performance—Detergent and Rinse Aid
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- Key points
- Dishwasher ownership on the rise
- Convenience pushes sales
- Sales and forecast—detergent and rinse aid
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- Figure 5: FDMx sales and forecast of dishwasher detergent and rinse aid, 2004-14
Segment Performance—Dishwashing Liquid
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- Key points
- Slow growth
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- Figure 6: FDMx sales and forecast of dishwashing liquid, 2004-14
Retail Channels
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- Key points
- Most dishwashing sales through supermarkets
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- Figure 7: U.S. sales of dishwashing products, by retail channel, 2007 and 2009
Retail Channels—Supermarkets
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- Key points
- The retail leader loses footing
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- Figure 8: U.S. sales of dishwashing products at supermarkets, 2004-09
Retail Channels—Drug and Other
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- Key points
- Consumers seek one-stop shopping
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- Figure 9: U.S. sales of dishwashing products at other FDMx channels, 2004-09
Market Drivers
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- Overview
- Recessionary pressure
- Decreasing use of food away-from the home
- Increasing usage of private label product
- Dishwasher ownership drives dishwasher detergent and rinse aid sales
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- Figure 10: Ownership and use of automatic dishwasher, by household income, April 2009
- Presence of children in the household
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- Figure 11: Households by presence of children, 1998-2008
Leading Companies
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- Key points
- Ecological concerns drive the market
- Niche companies making in-roads
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- Figure 12: Sales of leading dishwashing product companies, 2006 and 2008
Brand Share—Dishwasher Detergent and Rinse Aid
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- Key points
- Desire for convenience shapes the market
- Ecological concerns create niche
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- Figure 13: FDMx brand sales of dishwasher detergent and rinse aid in the U.S., 2006 and 2008
Brand Share—Dishwashing Liquid
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- Key points
- Consumers drift downscale
- New products from old guard spur cannibalistic sales
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- Figure 14: FDMx brand sales of dishwashing liquid in the U.S., 2006 and 2008
Brand Qualities
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- Procter & Gamble: Cascade, Dawn, and Ivory
- Colgate-Palmolive: Palmolive
- Method
- Seventh Generation
- Clorox
- Reckitt-Benckiser
Innovation and Innovators
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- Pace of innovation returns to standard levels
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- Figure 15: Trends in number of new product introductions in dishwashing products in U.S., 2004-09*
- Procter & Gamble the far away leader in new product releases
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- Figure 16: New dishwashing product launches in the U.S. by marketer, in, 2005-09*
- The multifunction claim: Dishwashing liquid that doubles as…
- …hand soap
- …air freshener
- …produce wash
- …aromatherapy
- Top claims in dishwashing products in the U.S.
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- Figure 17: Top claims in new dishwashing products in the U.S., 2005-09*
- Environmentally friendly new product examples
- Environmentally-friendly packaging new product example
- Animal friendly new product examples
- No additives/preservatives new product examples
- Botanical/herbal new product examples
- Ease of use new product examples
Advertising and Promotion
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- Suppliers provide innovative and informative web sites
- Sweepstakes
- Television advertising
- Dawn
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- Figure 18: Ultra Dawn television ad, 2008
- Cascade
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- Figure 19: Cascade Complete All in 1 ActionPacs television ad, 2009
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- Figure 20: Cascade Gel with the Grease Fighting Power of Dawn television ad, 2009
- Finish/Electrasol
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- Figure 21: Finish All in One Dishwashing Tablets television ad, 2009
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- Figure 22: Electrasol Finish Powerball Tabs television ad, 2008
- Earth Friendly
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- Figure 23: Earth Friendly Wave television ad, 2009
Usage
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- Wealthy households more likely to use dish soap
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- Figure 24: Use of dishwashing liquid for hand washing dishes, by household income, October 2007-December 2008
- Three in five use dishwasher detergent
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- Figure 25: Household usage of detergent and rinse for automatic dishwashers, by age, October 2007-December 2008
- Dishwasher use more prevalent among the affluent
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- Figure 26: Use of detergent and rinse for automatic dishwashers, by household income, October 2007-December 2008
- Newer format makes in-roads
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- Figure 27: Type of detergent/rinse aid for automatic dishwashers used, by age, October 2007-December 2008
- Tablets popular across income lines
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- Figure 28: Type of detergent/rinse aid for automatic dishwashers used, by household income, October 2007-December 2008
Brand Usage
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- Detergent for dishwashers—dish soap brand choice varies with age
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- Figure 29: Brand of detergent for automatic dishwashers used, by age, October 2007-December 2008
- Rinse aid for dishwashers—Cascade Crystal Clear is big with the kids
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- Figure 30: Brand of rinse aid for automatic dishwashers used, by age, October 2007-December 2008
- Detergent for hand washing dishes—little brand loyalty for the young
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- Figure 31: Brand of detergent for hand washing dishes used, by age, October 2007-December 2008
Attitudes and Motivations
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- A restless consumer base
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- Figure 32: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by age, April 2009
- Transition period: 25-34 year olds unhappy with dishwasher detergent
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- Figure 33: Satisfaction with current detergent for automatic dishwashers and interest in trying new ones, by age, April 2009
- Half of respondents use coupons, free samples
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- Figure 34: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by age, April 2009
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- Figure 35: Attitudes towards private label: dishwashing liquid for hand washing dishes, by age, April 2009
- Young consumers likely to use private label dishwasher detergent
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- Figure 36: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by age, April 2009
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- Figure 37: Attitudes towards private label: detergent for dishwashing machines, by age, April 2009
- Recession has not affected purchase process for majority
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- Figure 38: Changes to buying of dishwashing products in the recession, by age, April 2009
Product Properties
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- Dishwashing liquid for hand washing dishes
- Anti-bacteria still wins
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- Figure 39: Importance of properties in dishwashing liquid for hand washing dishes, and willingness to pay extra for each, April 2009
- Young respondents interested in dishwashing liquid additional features
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- Figure 40: Importance of properties in dishwashing liquid for hand washing dishes, by age, April 2009
- Detergent for dishwashing machines
- Interest in earth-friendly low, conviction high
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- Figure 41: Importance of properties in detergent for dishwashing machines, and willingness to pay extra for each, April 2009
- Young peoples’ product property interest outweighs spending
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- Figure 42: Importance of properties in dishwasher detergent, by age, April 2009
Impact of Race/Hispanic Origin
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- Overall usage
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- Figure 43: Household usage of dishwashing liquid and detergent for automatic dishwashers, by race/Hispanic origin, October 2007-December 2008
- Whites most keen on machine washing
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- Figure 44: Ownership and usage of automatic dishwasher, by race/Hispanic origin, April 2009
- Brand usage
- Detergent for automatic dishwashers
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- Figure 45: Brand of detergent for automatic dishwashers used, by race/Hispanic origin, October 2007-December 2008
- Rinse aid for automatic dishwashers
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- Figure 46: Brand of rinse aid for automatic dishwashers used, by race/Hispanic origin, October 2007–December 2008
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- Figure 47: Brand of detergent for hand washing dishes used, by age, October 2007–December 2008
- Attitudes and motivations
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- Figure 48: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by race/Hispanic origin, April 2009
- Product properties
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- Figure 49: Importance of properties in dishwashing liquid for hand washing dishes, by race/Hispanic origin, April 2009
IRI/Builders—Key Household Purchase Measures
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- Overview of dish detergent
- Consumer insights on key purchase measures – dish detergent
- Brand map
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- Figure 50: Brand map, selected brands of dish detergent, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 51: Key purchase measures for the top brands of dish detergent, by household penetration, 2008*
- Consumer insights on key purchase measures—dishwasher detergent/additive
- Brand map
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- Figure 52: Brand map, selected brands of dishwasher detergent/additive, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 53: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2008*
Focus on Females
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- Women make dish soap choices
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- Figure 54: Share of responsibility in buying dishwashing soap, by gender, April 2009
- Women want to try new products
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- Figure 55: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by gender, April 2009
- Figure 56: Satisfaction with current dishwasher detergent for dishwashing machine and interest in trying new ones, by gender, April 2009
- Women receptive to coupons, free samples
- Dishwashing liquid for hand washing dishes
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- Figure 57: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by gender, April 2009
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- Figure 58: Attitudes towards private label: dishwashing liquid for hand washing dishes, by gender, April 2009
- Dishwashing liquid for a dishwashing machine
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- Figure 59: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by gender, April 2009
- Figure 60: Attitudes towards private label detergent for a dishwashing machine, by gender, April 2009
- Women hate bacteria on their dishes
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- Figure 61: Importance of properties in dishwashing liquid for hand washing dishes, by gender, April 2009
- Women want strong, yet sensitive dishwasher detergent
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- Figure 62: Desired properties in detergent for dishwashing machines, by gender, April 2009
Cluster Analysis
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- Bio-Friendlies
- Who they are
- Opportunity
- Stalwarts
- Who they are
- Opportunity
- Casuals
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 63: Dishwashing clusters, April 2009
- Figure 64: Interest in trying new products for hand washing dishes, by clusters, April 2009
- Figure 65: Interest in trying new detergents for dishwashing machines, by clusters, April 2009
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- Figure 66: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by clusters, April 2009
- Figure 67: Attitudes towards private label: dishwashing liquid for hand washing dishes, by clusters, April 2009
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- Figure 68: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by clusters, April 2009
- Figure 69: Attitudes towards private label detergent for a dishwashing machine, by clusters, April 2009
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- Figure 70: Interest in product features for dishwashing liquid, by clusters, April 2009
- Figure 71: Interest in product features for detergent used in dishwashing machines, by clusters, April 2009
- Cluster demographics
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- Figure 72: Dishwashing clusters, by gender, April 2009
- Figure 73: Dishwashing clusters, by age, April 2009
- Figure 74: Dishwashing clusters, by household income, April 2009
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- Figure 75: Dishwashing clusters by race/Hispanic origin, April 2009
- Cluster methodology
Custom Consumer Groups
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- Single parents wash loads of dishes
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- Figure 76: Number of loads of dishes done in last seven days, by moms and types of household, October 2007–December 2008
- Parents most open to new products
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- Figure 77: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by moms and types of households, April 2009
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- Figure 78: Satisfaction with detergent for dishwashing machines and interest in trying new ones, by moms and types of household, April 2009
- Moms love free samples
- Dishwashing liquid for hand washing dishes
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- Figure 79: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
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- Figure 80: Attitudes towards private label: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
- Detergent for automatic dishwashers
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- Figure 81: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by moms and types of household, April 2009
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- Figure 82: Attitudes towards private label detergent for a dishwashing machine, by moms and types of household, April 2009
- Dishwashing liquid for hand washing dishes—parents fear germs
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- Figure 83: Importance of properties in dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
- Dishwasher detergent—single parents want features
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- Figure 84: Importance of properties in dishwasher detergent, by moms and types of household, April 2009
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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