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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- More home cooking and added-value products keep sales moving
- Private label loses steam
- Eco-friendly growth slows
- Increasing competition across a broad range of channels
- P&G unchallenged as category leader
- Dawn gains share in liquid segment
- Multi-benefit dishwasher detergents promise performance
- Liquid new product launches more numerous and varied
- Key findings from Mintel’s consumer research
Insights and Opportunities
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- Regaining green momentum
- Beyond the greenest
- A fresh perspective on eco-friendly
- Reclaiming supermarket share
- Not just for dishes anymore
Inspire Insights
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- Trend: Home of the Senses
Market Size and Forecast
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- Key points
- More home cooking and added-value products keep sales trend strong
- Sales and forecast of dishwashing products
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- Figure 1: Total U.S. FDMx sales and forecast of dishwashing products, at current prices, 2005-15
- Figure 2: Total U.S. FDMx sales and forecast of dishwashing products, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of dishwashing products, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Dining out regaining momentum
- Private label loses steam
- Dishwasher ownership slips
- Households with kids on the decline
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- Figure 4: Households, by presence of children under age 18, 2000-10
Competitive Context
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- Narrow competitive set
- Private label and eco-friendly changing the category from within
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- Figure 5: Private label’s share of FDMx dishwashing products market, 2005-10
- Figure 6: Environmentally friendly products’ share of FDMx dishwashing products market, 2005-10
- Seventh Generation leads eco-friendly brands by a wide margin
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- Figure 7: FDMx sales of environmentally friendly dishwashing products, by brand, 2005-10
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- Figure 8: Shift in FDMx market share of environmentally friendly dishwashing products, by brand, 2005-10
- Price shapes competitive dynamic
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- Figure 9: Price/volume of dishwashing products at FDMx, 2005-10
Segment Performance
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- Key points
- Dishwasher detergent will have the edge in improving economy
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- Figure 10: U.S. FDMx sales of facial skincare, by type, 2008 and 2010
Segment Performance—Dishwashing Liquid
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- Key points
- Making dishwashing a more pleasant experience
- Natural growth from environmentally friendly products
- Sales and forecast of dishwashing liquid
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- Figure 11: Total U.S. FDMx sales and forecast of dishwashing liquid, at current prices, 2005-15
Segment Performance—Dishwasher Detergent/Rinse Aids
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- Key points
- More convenient, more expensive dispensing drives dollars
- Sales and forecast of dishwasher detergent/rinse aids
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- Figure 12: Total U.S. FDMx sales and forecast of dishwasher detergent/rinse aids, at current prices, 2005-15
Retail Channels
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- Key points
- Increasing competition across a broad range of channels
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- Figure 13: U.S. FDMx sales of dishwashing products, by retail channel, 2008 and 2010
Retail Channels—Supermarkets
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- Key points
- Dishwashing products take a backseat to food and drink in supermarkets
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- Figure 14: U.S. supermarket sales of dishwashing products, at current prices, 2005-10
Retail Channels—Other FDMx Channels
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- Key points
- Drug and mass channels capture trips and sales from supermarkets
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- Figure 15: U.S. drug store and mass market sales of dishwashing products, at current prices, 2005-10
- Walmart’s position in the market
Leading Companies
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- Key points
- P&G unchallenged as category leader
- A tough category for smaller companies
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- Figure 16: Manufacturer sales of dishwashing products at FDMx, 2010 and 2011
Brand Share—Dishwashing Liquid
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- Key points
- Dawn gains share on aggressive value play
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- Figure 17: Selected brand sales and market share of dishwashing liquid at FDMx, 2010 and 2011
Brand Share—Dishwasher Detergent/Rinse Aids
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- Key points
- Multi-benefit products promise performance
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- Figure 18: Selected brand sales and market share of dishwasher detergent/rinse aids at FDMx, 2010 and 2011
Innovations and Innovators
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- Overview
- Four major themes drive launches
- Liquid launches more numerous and varied
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- Figure 19: Dishwashing products new product launches, by subcategory, 2005-10
- Spotlight: strength and performance
- Spotlight: Gentle on skin
- Spotlight: enhanced sensory experiences
- Spotlight: environmental friendliness
Marketing Strategies
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- Dawn regains momentum with multi-faceted marketing
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- Figure 20: Dishwashing liquid FDMx market share and price per 16 oz. equivalent volume for Dawn and Palmolive, 2007-10
- A new value proposition
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- Figure 21: Ultra Dawn television ad, 2010
- Dawn wildlife rescue program becomes particularly compelling during Gulf oil spill…
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- Figure 22: Dawn wildlife television ad, 2010
- …and extends to the brand’s social media efforts
- New product initiatives
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- Figure 23: Dawn Olay television ad, 2010
- Cascade emphasizes power
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- Figure 24: Cascade Complete Pacs television ad, 2010
- Putting a promotional spin on cleaning power
- Finish also focused on performance
- The “Diamond Standard”
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- Figure 25: Finish Quantum television ad, 2011
- Finish Quantumatic—an innovation in dispensing
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- Figure 26: Finish Quantumatic television ad, 2010
Use of Dishwashing Liquid and Brands Used
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- Key points
- Use of dishwashing liquid near universal
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- Figure 27: Use of dishwashing liquid, by household income, July 2009-September 2010
- Dawn and Palmolive claim the most users
- Younger users less brand loyal
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- Figure 28: Brands of dishwashing liquid used, by age, July 2009-September 2010
- Lower-income households more likely to switch among bargain brands
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- Figure 29: Brands of dishwashing liquid used, by age, July 2009-September 2010
Incidence of Dishwashers, Use of Detergents/Rinse Aids
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- Key points
- Dishwashers present in almost six households in 10
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- Figure 30: Automatic dishwasher ownership, by household income, July 2009-September 2010
- Figure 31: Use of automatic dishwasher detergent/rinse agents, by household income, July 2009-September 2010
- ‘Tablet’ form becoming more popular as powder declines
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- Figure 32: Types of automatic dishwasher detergent used, by age, July 2009-September 2010
- Cascade leads in usage by a wide margin over Electrasol (Finish)
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- Figure 33: Brands of automatic dishwasher detergent/rinse used, by age, July 2009-September 2010
The Dishwashing Product Consumer
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- Key points
- Women more likely to make dishwashing choices, but men gaining
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- Figure 34: Who makes dishwashing product purchase decisions, by gender, December 2010-January 2011
- Nearly one-third of dishwasher owners alternate between the dishwasher and hand washing
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- Figure 35: How dishes are washed, by age, December 2010-January 2011
- Higher-income consumers rely more heavily on dishwashers
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- Figure 36: How dishes are washed, by household income, December 2010-January 2011
- More kids = more dirty dishes = more frequent washing
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- Figure 37: Average number of times dishes are washed daily, by presence of children, December 2010-January 2011
Satisfaction with Products Used
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- Key points
- Nearly all are satisfied, but more are open to something new
- Part of a bigger reevaluation of product choices
- Women even more open to new choices
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- Figure 38: Satisfaction with products used, by gender, December 2010-January 2011
- Interest in what’s new fades only slightly with age
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- Figure 39: Satisfaction with products used, by age, December 2010-January 2011
Opinions and Behaviors Regarding Dishwashing Products
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- Dishwashing liquid for hand washing dishes
- Samples and coupons highly appealing to liquid users
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- Figure 40: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
- Detergent for dishwashing machines
- Similar attitudes for detergent users
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- Figure 41: Opinions and behaviors regarding products used for machine washing dishes, by age, December 2010-January 2011
Features Consumers are Willing to Pay More For
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- Dishwashing liquid for hand washing dishes
- Antibacterial at the top of the list
- P&G ups the ante on skin-friendliness with hand renewal product
- Scent a cost-of-entry attribute
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- Figure 42: Features consumers willing to pay more for in dish washing liquid, by age, December 2010-January 2011
- Detergent for dishwashing machines
- Performance comes first (and second)
- Consumer emphasis on clean and spotless put to the test with phosphate removal
- Other attributes less essential
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- Figure 43: Features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
Green Features Consumers Would Pay More For
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- Dishwashing liquid for hand washing dishes
- Strong interest among a few creates a green niche
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- Figure 44: Green features consumers willing to pay more for in dishwashing liquid, by age, December 2010-January 2011
- Detergent for dishwashing machines
- Similar interest, but so far a smaller market
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- Figure 45: Green features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
How Recession has Impacted Buying Behavior
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- Key points
- For many category users the frugal shopping mindset already built in
- Bargain hunting approach may already be built in
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- Figure 46: How recession has impacted buying behavior, by age, December 2010-January 2011
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- Figure 47: How recession has impacted buying behavior, by household income, December 2010-January 2011
Impact of Race/Hispanic Origin
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- Dishwashing liquid usage
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- Figure 48: Use of dishwashing liquid, by race/Hispanic origin, July 2009-September 2010
- Blacks and Hispanics use more brands
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- Figure 49: Brands of dishwashing liquid used, by race/Hispanic origin, July 2009-September 2010
- Incidence of dishwasher ownership lower among blacks, Hispanics
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- Figure 50: Automatic dishwasher ownership, by race/Hispanic origin, July 2009-September 2010
- Incidence of using dishwasher detergent lower among nonwhites
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- Figure 51: Dishwashing products used, by race/Hispanic origin, July 2009-September 2010
- More dishwashing by hand in black, Hispanic, Asian households
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- Figure 52: How dishes are washed, by race/Hispanic origin, December 2010-January 2011
- Blacks interested in wider array of dishwashing product attributes
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- Figure 53: Features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
- Figure 54: Features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
- Blacks and Hispanics more likely to pay more for green features
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- Figure 55: Green features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
- Figure 56: Green features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
- Asian consumers shifted buying behavior in response to recession
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- Figure 57: How recession has impacted buying behavior, by race/Hispanic origin, December 2010-January 2011
Cluster Analysis
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- Extras
- Demographics
- Characteristics
- Opportunity
- Contenteds
- Demographics
- Characteristics
- Opportunity
- Couponers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 58: Dishwasher detergent clusters, January 2011
- Figure 59: Satisfaction with products used, by dishwasher detergent clusters, January 2011
- Figure 60: Opinions and behaviors regarding products used for machine washing dishes, by dishwasher detergent clusters, January 2011
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- Figure 61: Features consumers willing to pay more for in dishwasher detergents, by dishwasher detergent clusters, January 2011
- Cluster demographics
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- Figure 62: Dishwasher detergent clusters, by gender, January 2011
- Figure 63: Dishwasher detergent clusters, by age, January 2011
- Figure 64: Dishwasher detergent clusters, by household income, January 2011
- Figure 65: Dishwasher detergent clusters, by race, January 2011
- Figure 66: Dishwasher detergent clusters, by Hispanic origin, January 2011
- Cluster methodology
Custom Consumer Groups
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- Kids in the household mean more dishes to wash
- Features willing to pay more for, by presence of children
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- Figure 67: Features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
- Green features willing to pay more for, by presence of children
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- Figure 68: Green features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
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- Figure 69: Green features consumers willing to pay more for in dishwasher detergents, by presence of children, December 2010-January 2011
- How recession has impacted buying behavior, by presence of children
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- Figure 70: How recession has impacted buying behavior, by presence of children, December 2010-January 2011
SymphonyIRI Group Builders—Key Household Purchase Measures
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- Overview of dish detergent
- Dish detergent
- Consumer insights on key purchase measures
- Brand map
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- Figure 71: Brand map, selected brands of dish detergent buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of dish detergent, by household penetration, 2010*
- Dishwasher detergent/additive
- Consumer insights on key purchase measures
- Brand map
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- Figure 73: Brand map, selected brands of dishwasher detergent/additive buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2010*
Appendix: Other Useful Consumer Tables
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- Figure 75: Dishwashing products used, by age, July 2009-September 2010
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- Figure 76: Automatic dishwasher ownership, by age, July 2009-September 2010
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- Figure 77: Types of automatic dishwasher detergent used, by race/Hispanic origin, July 2009-September 2010
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- Figure 78: Brands of automatic dishwasher detergent/rinse used, by race/Hispanic origin, July 2009-September 2010
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- Figure 79: Average number of times dishes are washed daily, by age, December 2010-January 2011
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- Figure 80: Average number of times dishes are washed daily, by household income, December 2010-January 2011
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- Figure 81: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix—Trade Associations
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