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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- Market overview
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- Figure 1: Total sales and fan chart forecast of market, at current prices, 2006-16
- Dishwasher detergent and rinse aids are growing; dishwashing liquids are stagnant
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- Figure 2: Sales and forecast of Dishwashing liquid and dishwasher detergent/rinse aid, at current prices, 2006-12
- Market drivers
- Hispanic population growth
- Population of children growing, meaning more dishes to wash
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- Figure 3: Population, by age, 2006-16
- Lack of growth in dishwasher ownership
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- Figure 4: Dishwasher ownership, July 2010-September 2011
- Less frequent meal preparation at home
- Supermarkets losing retail share to drug stores, other channels
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- Figure 5: Retail channel sales of dishwashing products, at current prices, 2006-11
- P&G still leads, but Reckitt Benckiser is gaining ground
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- Figure 6: Manufacturer sales of dishwashing products, 2010 and 2011
- The consumer
- Hand washing common practice even in homes with dishwashers
- Consumers prefer name brands
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- Figure 7: Brand selection—soap for hand washing dishes and automatic dishwashers, December 2011
- Consumers positive toward their dishwashing products
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- Figure 8: Brand satisfaction—soap for hand washing dishes, December 2011
- Antibacterial, skin-friendly, and extra-strength product attributes most appealing to consumers
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- Figure 9: Interested in trying in soap for hand washing dishes, December 2011
- Figure 10: Interested in trying in soap for automatic dishwashers, December 2011
- What we think
Insights and Opportunities
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- Co-branding partnerships bring excitement to a stale market
- Food-safe dishwashing liquids could bring parents into the green fold
Inspire Insights
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- Trend: Extend My Brand
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Modest growth expected through 2016
- Sales and forecast of dishwashing products
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- Figure 11: Total U.S. retail sales and forecast of dishwashing products, at current prices, 2006-16
- Figure 12: Total U.S. retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 13: Total sales and fan chart forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- Dishwasher ownership drives growth in dishwasher segment and market as a whole
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- Figure 14: Dishwasher ownership, July 2010-September 2011
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- Figure 15: Dishwasher ownership, by household income, July 2010-September 2011
- Dining out a negative driver for dishwashing products market
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- Figure 16: Time spent on food preparation and cleanup and percentage of people who spend time on food preparation per day, by gender, 2007-10
- Figure 17: Involvement in shopping for dishwashing products, by gender, December 2011
- Children drive usage of dishwashing products
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- Figure 18: Population, by age, 2006-16
Segment Performance
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- Key points
- Dishwasher detergent outpaces dishwashing liquid in 2009-11
- Sales of dishwashing products, by segment
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- Figure 19: Sales of dishwashing products, segmented by type, 2009 and 2011
Segment Performance—Dishwashing Liquid
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- Key points
- Sluggish sales as the economy improves, but a rebound is in sight
- Sales and forecast of dishwashing liquid
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- Figure 20: Sales and forecast of dishwashing liquid, at current prices, 2006-16
Segment Performance—Dishwasher Detergent/Rinse Aid
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- Key points
- All-in-one dishwasher capsules still driving sales
- Sales and forecast of dishwasher detergent/rinse aid
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- Figure 21: Sales and forecast of dishwasher detergent/rinse aid, at current prices, 2006-16
Retail Channels
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- Key points
- Convenience and value draw in consumers
- Sales of dishwashing products, by channel
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- Figure 22: Sales of dishwashing products, by channel, 2009 and 2011
Retail Channels—Supermarkets
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- Key points
- The competition has taken over
- Supermarket sales of dishwashing products
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- Figure 23: Supermarket sales of dishwashing products, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug stores capture the largest share increase
- Drug store sales of dishwashing products
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- Figure 24: Drug store sales of dishwashing products, at current prices, 2006-11
Retail Channels—Other Retailers
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- Key points
- Consumers still prefer value despite the economic rebound
- Other retail channel sales of dishwashing products
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- Figure 25: Other retail channel sales of dishwashing products, at current prices, 2006-11
Leading Companies
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- Key points
- Reckitt Benckiser has a strong Finish
- Manufacturer sales of dishwashing products
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- Figure 26: Manufacturer sales of dishwashing products, 2010 and 2011
Brand Share—Dishwashing Liquid
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- Key points
- Colgate-Palmolive shows the greatest gain in sales growth in 2010-11
- P&G still has the largest market share in dishwashing liquids
- Private label brands falter
- Manufacturer sales of dishwashing liquid
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- Figure 27: Manufacturer sales of dishwashing liquid, 2010 and 2011
Brand Share—Dishwasher Detergent/Rinse Aid
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- Key points
- Highest sales growth from 2010-11 goes to Finish
- P&G has the greatest brand share in dishwasher detergent
- Rinse aids and multipurpose products drove growth from 2010-11
- Manufacturer sales of dishwasher detergent/rinse aid
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- Figure 28: Manufacturer sales of dishwasher detergent/rinse aid, 2010 and 2011
Innovations and Innovators
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- Launches of liquids outpace new dishwasher detergent product introductions
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- Figure 29: Launches of new dishwashing products, 2006-12
- Private labels introduce higher margin dishwasher products
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- Figure 30: Launches of new dishwashing products, 2006-12
- Private labels introduce higher margin dishwasher products
- Growth in green product claims and sales outpacing the conventional market
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- Figure 31: Dishwashing liquid product launches, top 10 claims, 2006-11
- Figure 32: Dishwasher detergent/rinse aid product launches, top 10 claims, 2006-11
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- Figure 33: Manufacturer sales of green dishwashing liquid, 2006-11
- Figure 34: Manufacturer sales of green dishwasher detergent/rinse aids, 2006-11
- Green products adopt popular innovations
- Innovation around scents continues
- Sensitive skin
Marketing Strategies
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- Overview of the brand landscape
- Marketing drives performance of green brands
- Online initiatives
- Social media efforts
- TV campaigns
- Dawn would do anything for you
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- Figure 35: Procter & Gamble/Dawn, “Even a mother can’t” television ad, 2011
- Dawn reaching out to Hispanic consumers
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- Figure 36: Procter & Gamble/Dawn, “El ultimo grito de la moda (The last word in fashion)” television ad, 2011
- Cascade: Beyond your wildest clean
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- Figure 37: Procter & Gamble/Cascade, “Powerful vessel” television ad, 2011
- Finish Dishwasher Cleaner takes out the trash
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- Figure 38: Reckitt Benckiser/Finish Dishwasher Cleaner, “Taking out the trash” television ad, 2011
- Lysol No-Touch Kitchen System
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- Figure 39: Reckitt Benckiser/Lysol, “Lysol No-Touch Kitchen System” television ad, 2012
- In print
Frequency of Hand Washing Dishes
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- Key points
- Hand washing nearly universal
- Hand washing more frequent in lower-income households
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- Figure 40: Frequency of washing dishes by hand, by household income, December 2011
- Frequent dishwasher use doesn’t eliminate hand washing
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- Figure 41: Frequency of washing dishes by hand, by frequency of washing dishes in dishwasher, December 2011
Frequency of Washing Dishes in Dishwasher
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- Key points
- Higher-income households more likely to own and use dishwashers
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- Figure 42: Frequency of washing dishes in dishwasher, by household income, December 2011
- Frequency of dishwasher use driven by household size
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- Figure 43: Frequency of washing dishes in dishwasher, by household size, December 2011
Share of Washing by Hand vs. Washing in Dishwasher
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- Key points
- Hand washing most common with consumers younger than 35
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- Figure 44: Share of dishwashing done by hand, by age, December 2011
- Lower-income households do majority of dishes by hand
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- Figure 45: Share of dishwashing done by hand, by household income, December 2011
Dishwashing Liquid Usage
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- Key points
- Dishwashing liquid usage nearly universal
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- Figure 46: Use of dishwashing liquid, July 2010-September 2011
- Ultra-concentrated dishwashing liquid still hasn’t achieved widespread adoption
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- Figure 47: Forms of dishwashing liquid used, July 2010-September 2011
- Dawn dominates in penetration
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- Figure 48: Brands of dishwashing liquid used, July 2010-September 2011
- Tablets continue to gain share from powder
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- Figure 49: Types of automatic dishwashing detergent, July 2010-September 2011
- Cascade clear leader in dishwasher detergents
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- Figure 50: Brands of automatic dishwashing detergent, July 2010-September 2011
Brand Selection
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- Key points
- Name brands preferred by 74% of consumers
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- Figure 51: Brand selection—soap for hand washing dishes and automatic dishwashers, December 2011
- Consumers younger than 45 and low-income households most likely to use private label dishwashing liquid
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- Figure 52: Brand selection—soap for hand washing dishes, by age, December 2011
- Figure 53: Brand selection—soap for hand washing dishes, by household income, December 2011
- Seniors most brand loyal for dishwasher detergent
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- Figure 54: Brand selection—soap for dishwashers, by age, December 2011
- Lower-income households favor budget brands
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- Figure 55: Brand selection—soap for dishwashers, by household income, December 2011
Brand Satisfaction
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- Key points
- Satisfaction with dishwashing products widespread, but a vocal minority of consumers are unhappy with dishwasher detergents
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- Figure 56: Brand satisfaction—soap for hand washing dishes and dishwashers, December 2011
- Men looking for more in dishwashing products
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- Figure 57: Brand satisfaction—soap for hand washing dishes, by gender, December 2011
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- Figure 58: Brand satisfaction—soap for dishwashers, by gender, December 2011
- Seniors content with their current brands of dishwashing products
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- Figure 59: Brand satisfaction—soap for hand washing dishes, by age, December 2011
- Figure 60: Brand satisfaction—soap for dishwashers, by age, December 2011
- Higher-income households ($50K+) expect more from dishwashing products
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- Figure 61: Brand satisfaction—soap for hand washing dishes, by household income, December 2011
- Figure 62: Brand satisfaction—soap for dishwashers, by household income, December 2011
Attitudes toward Dishwashers
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- Key points
- Busy women love their dishwashers
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- Figure 63: Attitudes toward dishwashers, by gender, December 2011
- Seniors see dishwashers as effective cleaning tools
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- Figure 64: Attitudes toward dishwashers, by age, December 2011
- Lower-income households more skeptical of dishwashers’ value
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- Figure 65: Attitudes toward dishwashers, by household income, December 2011
Interest in Product Properties
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- Key points
- Extra-strength cleaning power and antibacterial properties most desired product qualities
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- Figure 66: Interested in trying in soap for hand washing dishes and/or automatic dishwashers, December 2011
- Women prioritize skincare and green qualities in dishwashing liquid
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- Figure 67: Interested in trying in soap for hand washing dishes, by gender, December 2011
- 18-24s seek convenience and novelty in dishwashing liquid
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- Figure 68: Interested in trying in soap for hand washing dishes, by age, December 2011
- Women look for green qualities along with cleaning power
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- Figure 69: Interested in trying in soap for dishwashers, by gender, December 2011
- Older consumers focus on performance of dishwasher detergents
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- Figure 70: Interested in trying in soap for dishwashers, by age, December 2011
Race and Hispanic Origin
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- Key points
- Hispanics, Asians, and blacks wash dishes frequently
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- Figure 71: Frequency of washing dishes by hand, by race/Hispanic origin, December 2011
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- Figure 72: Frequency of washing dishes in dishwasher, by race/Hispanic origin, December 2011
- Many whites rely on dishwashers
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- Figure 73: Share of dishwashing done by hand, by race/Hispanic origin, December 2011
- Hispanics and blacks most brand loyal for dishwashing liquid
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- Figure 74: Brand selection—soap for hand washing dishes, by race/Hispanic origin, December 2011
- Figure 75: Brand satisfaction—soap for hand washing dishes, by race/Hispanic origin, December 2011
- Blacks and Hispanics value performance in dishwashing liquids
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- Figure 76: Interested in trying in soap for hand washing dishes, by race/Hispanic origin, December 2011
Custom Consumer Groups
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- Key points
- Teens at home mean more frequent dishwashing
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- Figure 77: Frequency of washing dishes by hand, by parents with children and age, December 2011
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- Figure 78: Frequency of washing dishes in dishwasher, by parents with children and age, December 2011
- Young families value convenience of dishwashers
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- Figure 79: Attitudes toward dishwashers, by parents with children and age, December 2011
- Parents of young children want antibacterial dishwashing products
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- Figure 80: Interested in trying in soap for hand washing dishes, by parents with children and age, December 2011
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- Figure 81: Interested in trying in soap for dishwashers, by parents with children and age, December 2011
Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data
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- Overview of dish detergent
- Dishwashing liquid
- Consumer insights on key purchase measures
- Brand map
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- Figure 82: Brand map, selected brands of dish detergent buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 83: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 52 weeks ending June 26, 2011
- Dishwasher detergents/additives
- Consumer insights on key purchase measures
- Brand map
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- Figure 84: Brand map, selected brands of dishwasher detergent/additive buying rate, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of dishwashers detergent/additive, by household penetration, 52 weeks ending June 26, 2011
Appendix—Other Useful Consumer Tables
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- Figure 86: Frequency of washing dishes in dishwasher, by frequency of washing dishes by hand, December 2011
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- Figure 87: Share of dishwashing done in a dishwasher, by age, December 2011
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- Figure 88: Share of dishwashing done in a dishwasher, by household income, December 2011
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- Figure 89: Interested in trying in soap for hand washing dishes, by household income, December 2011
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- Figure 90: Interested in trying in soap for dishwashers, by household income, December 2011
- Blacks and Hispanics more skeptical about the benefits of dishwashers
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- Figure 91: Attitudes toward dishwashers, by race/Hispanic origin, December 2011
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- Figure 92: Brand selection—soap for dishwashers, by race/Hispanic origin, December 2011
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- Figure 93: Brand satisfaction—soap for dishwashers, by race/Hispanic origin, December 2011
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- Figure 94: Interested in trying in soap for dishwashers, by race/Hispanic origin, December 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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