Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
- Difficult year for sales of dishwashing products
- Slowdown in hand dishwashing growth
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- Figure 2: UK retail value sales of dishwashing detergents, by segment, 2010 and 2011
- Market factors
- Dip in ownership of dishwashers
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- Figure 3: Ownership of dishwashers, 2007-11
- Increased focus on low price and special offers
- Interest in cooking drives more washing up
- Growth in household and population numbers
- Weak housing market and low consumer confidence
- Companies, brands and innovation
- Fairy goes from strength to strength
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- Figure 4: Estimated brand value shares in hand dishwashing market, 2011
- Finish maintains strong lead in machine dishwashing
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- Figure 5: Estimated brand value shares in the machine dishwashing market, 2011
- Six in ten new launches in hand dishwashing
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- Figure 6: New product launches in the dishwashing detergents market, % by product type, 2011
- Reduction in total advertising seen during 2011
- The consumer
- Fall in usage of dishwasher detergents
- Four in ten users run dishwasher at least once daily
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- Figure 7: Usage of dishwashers, February 2012
- Skin-friendly properties most important for washing-up liquids
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- Figure 8: Factors influencing choice of washing-up liquid – product formulation and other properties, February 2012
- Majority prefer all-in-one products
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- Figure 9: Factors influencing choice of dishwasher detergents – product formulation and other properties, February 2012
- Scents an important factor for washing-up liquids
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- Figure 10: Influence of scent/fragrance on choice of dishwashing detergents, February 2012
- Majority of dishwashers fully loaded
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- Figure 11: Dishwasher usage and attitudes towards dishwashers, February 2012
- Dishwashers falling short on baked-on stains
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- Figure 12: Dishwashers vs. hand dishwashing, February 2012
- What we think
Issues in the Market
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- How can manufacturers drive higher dishwasher penetration?
- Can detergent manufacturers further improve customer satisfaction?
- Can dishwasher users be persuaded to wash more by machine?
- What opportunities exist for adding value in washing-up liquids?
Future Opportunities
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- Trend: FSTR and HYPR
- Trend: Prepare for the Worst
Internal Market Environment
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- Key points
- Consumers more focused on lowest prices
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- Figure 13: Attitudes towards price, 2007-11
- Dip in ownership of dishwashers
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- Figure 14: Ownership of dishwashers, 2007-11
- Strong interest in cooking and trying new recipes
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- Figure 15: Attitudes towards cooking, 2007-11
- Significant market for skin-friendly products
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- Figure 16: Selected skin conditions suffered from in the last 12 months, 2007-11
- Decline in levels of brand loyalty
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- Figure 17: Attitudes towards price and loyalty, 2007-11
- Fewer prepared to compromise for the environment
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- Figure 18: Trends in attitudes towards the environment, 2007-11
- Move towards almost phosphate-free dishwasher detergents
- Dishwashers becoming more energy efficient
Broader Market Environment
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- Key points
- Growth in household numbers projected
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- Figure 19: UK households, by size, 2006-16
- Figure 20: Number of residential property transactions* (not seasonally adjusted), Q4 2006-Q3 2011
- Population growth a boost to sales
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- Figure 21: Trends in the age structure of the UK population, 2006-16
- Incomes squeeze holding back consumer spending
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- Figure 22: Trends in how respondents would describe their financial situation, February 2009-February 2012
- Figure 23: Trends in current financial situation compared with a year ago, July 2011-February 2012
- Slow recovery undermining confidence
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- Figure 24: Trends in the impact of the economic downturn on consumers, February 2009-February 2012
- Figure 25: Trends in consumer sentiment for the coming year, February 2009-February 2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Free samples encourage product trial
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- Figure 26: Attitudes towards new products, 2007-11
- Hand dishwashing sees the most new launches
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- Figure 27: New product launches in the UK dishwashing detergents market, % by product type, 2008-11
- Big increase in own-label activity
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- Figure 28: New product launches in the UK dishwashing detergents market, % share by own-label vs. branded, 2008-11
- P&G leads NPD in dishwashing
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- Figure 29: New product launches in the UK dishwashing detergents market, % share by company, 2008-11
- Environmental claims remain highly prominent
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- Figure 30: New product launches in the UK dishwashing detergents market, % share by claim, 2008-11
- More innovation seen during 2011
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- Figure 31: New product launches in the UK dishwashing detergents market, % by launch type, 2008-11
Competitive Context
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- Key points
- Dishwashing outperforms household care
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- Figure 32: Comparison of dishwashing products with other household care markets, 2006-11
Market Size and Forecast
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- Key points
- Growth in dishwashing comes to a standstill
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- Figure 33: UK retail value sales and forecast of dishwashing detergents, at current and constant prices, 2006-16
- The future
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- Figure 34: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
- Forecast methodology
Market Segmentation
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- Key points
- Slowdown in growth in hand dishwashing
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- Figure 35: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2006-16
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- Figure 36: UK retail sales of hand dishwashing products, by segment, 2010 and 2011
- Dip in sales of dishwasher detergents
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- Figure 37: UK retail value sales and forecast of dishwasher products, at current and constant prices, 2006-16
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- Figure 38: UK retail sales of dishwasher products, by segment, 2010 and 2011
Market Share
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- Key points
- Fairy further strengthens its position
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- Figure 39: Manufacturer shares of dishwashing detergents, 2011
- Dishwasher detergents
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- Figure 40: Brand shares in automatic dishwasher detergents, 2010 and 2011
- Hand dishwashing detergents
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- Figure 41: Brand shares in hand dishwashing detergents, 2010 and 2011
Companies and Products
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- Ecover
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- Figure 42: New product launches by Ecover in the UK dishwashing products market, April 2011-March 2012
- Jeyes
- McBride
- Method
- Procter & Gamble
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- Figure 43: New product launches by Procter & Gamble in the UK dishwashing products market, April 2011-March 2012
- PZ Cussons
- Reckitt Benckiser
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- Figure 44: New product launches by Reckitt Benckiser in the UK dishwashing products market, April 2011-March 2012
Brand Communication and Promotion
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- Key points
- Focus on saving money through special offers
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- Figure 45: Attitudes towards promotions, 2007-11
- Dip in advertising of dishwashing products
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- Figure 46: Main media advertising expenditure on dishwashing detergents, 2008-11
- Reckitt Benckiser the top advertiser
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- Figure 47: Main media advertising expenditure on dishwashing detergents, by advertiser, 2008-11
- Finish Quantum the biggest campaign
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- Figure 48: Main media Advertising expenditure on dishwashing detergents, by advertiser and brand, 2008-11
- TV dominates advertising
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- Figure 49: Main media advertising expenditure on dishwashing detergents, by media type, 2008-11
Channels to Market
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- Key points
- Big four dominate dishwashing sales
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- Figure 50: UK retail value sales of dishwashing detergents by outlet type, 2009-11
Usage of Dishwashing Products
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- Key points
- Fall in usage of dishwasher detergents
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- Figure 51: Trends in usage of dishwashing detergents, 2007-11
- Tablets dominate the dishwasher detergents market
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- Figure 52: Trends in usage of dishwasher detergents, by type, 2007-11
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- Figure 53: Trends in types of dishwasher products used, 2010 and 2011
- Move towards less frequent washing up
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- Figure 54: Trends in frequency of using washing-up liquids/detergents, 2007-11
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- Figure 55: Frequency of use of dishwasher detergents, 2010-11
Dishwashing Patterns and Shopping Responsibilities
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- Key points
- Four in ten users run the dishwasher at least once a day
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- Figure 56: Usage of dishwashers, February 2011 and February 2012
- Large proportion of dishes not going in the dishwasher
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- Figure 57: Percentage of dishes washed up by hand among automatic dishwasher users, by age, February 2012
- Women the primary shoppers for dishwashing products
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- Figure 58: Involvement in buying dishwasher detergents and washing-up liquids, February 2012
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- Figure 59: Being the primary/main shopper of dishwashing detergents, by gender, February 2012
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- Figure 60: Men who are primary/main shoppers for washing-up liquid, by age, February 2012
Factors Influencing Choice
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- Key points
- Being kind to the skin a top priority
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- Figure 61: Factors influencing choice of washing-up liquid, February 2012
- Concentrated and antibacterial formulas important
- A third looking for extra cleaning power
- Tried and tested fragrances most popular
- Environmental factors a lower priority
- All-in-one dishwasher products preferred
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- Figure 62: Factors influencing choice of dishwasher detergent, February 2012
- Extra-strength cleaning power most important
- Leaving shiny glasses and a clean dishwasher
- Keeping dishwashers smelling fresh another issue
- Same minority interested in environmental factors
Attitudes Towards Dishwashers
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- Key points
- Vast majority run full dishwashers
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- Figure 63: Attitudes towards dishwashers, February 2012
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- Figure 64: Agreement with statements about washing up and dishwashers, February 2012
- Saving time the main benefit of dishwashers
- Dishwashers give better results on dishes and glasses
Target Groups
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- Key points
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- Figure 65: Target groups for dishwasher detergents, February 2012
- Dishwasher Happy (28%)
- Demographic characteristics
- Dishwasher usage and factors influencing choice
- Could Clean Better (25%)
- Demographic characteristics
- Dishwasher usage and factors influencing choice
- Resources Concerned (17%)
- Demographic characteristics
- Dishwasher usage and factors influencing choice
- Apathetic (30%)
- Demographic characteristics
- Dishwasher usage and factors influencing choice
Appendix – Internal Market Environment
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- Figure 66: Attitudes towards price, by demographics, 2011
- Figure 67: Ownership of dishwashers, by demographics, 2011
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- Figure 68: Attitudes towards cooking, by demographics, 2011
- Figure 69: Selected skin conditions suffered from in the last 12 months, by demographics, 2011
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- Figure 70: Attitudes towards price and loyalty, by demographics, 2011
- Figure 71: Trends in attitudes towards the environment, by demographics, 2011
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Appendix – Who’s Innovating?
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- Figure 72: Attitudes towards new products, by demographics, 2011
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Appendix – Market Size and Forecast
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- Figure 73: Best case/worst case forecast for UK retail sales dishwashing detergents, at current prices, 2011-16
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Appendix – Market Segmentation
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- Figure 74: Forecast of UK retail sales of hand dishwashing products, at current prices, 2006-16
- Figure 75: Best case/worst case forecast for UK retail sales of hand dishwashing products, at current prices, 2011-16
- Figure 76: Forecast of UK retail sales of dishwasher products, at current prices, 2006-16
- Figure 77: Best case/worst case forecast for UK retail sales of dishwasher products, at current prices, 2011-16
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Appendix – Brand Communication and Promotion
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- Figure 78: Attitudes towards promotions, by demographics, 2011
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Appendix – Usage of Dishwashing Products
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- Figure 79: Usage of dishwashing detergents, by demographics, 2011
- Figure 80: Usage of dishwasher detergents by type, by demographics, 2011
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- Figure 81: Types of dishwasher products used, by demographics, 2011
- Figure 82: Frequency of using washing-up liquids/detergents, by demographics, 2011
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- Figure 83: Frequency of use of dishwasher detergents, by demographics, 2011
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Appendix – Dishwashing Patterns and Shopping Responsibilities
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- Figure 84: Usage of dishwashers, February 2012
- Figure 85: Involvement in buying washing-up liquids, February 2012
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- Figure 86: Involvement in buying dishwashing detergents, February 2012
- Figure 87: Percentage of dishes washed by hand, by dishwasher users, February 2012
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Appendix – Factors Influencing Choice
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- Figure 88: Most popular factors influencing choice of washing-up liquid, February 2012
- Figure 89: Next most popular factors influencing choice of washing-up liquid, February 2012
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- Figure 90: Other factors influencing choice of washing-up liquid, February 2012
- Figure 91: Most popular factors influencing choice of dishwasher detergent, February 2012
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- Figure 92: Next most popular factors influencing choice of dishwasher detergent, February 2012
- Figure 93: Other factors influencing choice of dishwasher detergent, February 2012
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Appendix – Attitudes Towards Dishwashers
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- Figure 94: Agreement with the statements ‘I tend to only run my dishwasher when it is full’ and ‘Having a dishwasher is essential’, February 2012
- Figure 95: Agreement with the statements ‘Dishwashers are better than hand washing for getting shiny/sparkling glasses’ and ‘Dishwashers are better than hand washing at getting dishes clean’, February 2012
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- Figure 96: Agreement with the statements ‘Pans with baked-on stains clean up better when washed by hand’ and ‘To protect my best glasses I prefer to wash them up by hand’, February 2012
- Figure 97: Agreement with the statements ‘Having a dishwasher saves a lot of time’ and ‘Dishwashers use too much water’, February 2012
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- Figure 98: Agreement with the statements ‘Dishwashers use too much electricity’ and ‘I tend to use my dishwasher only when I have guests’, February 2012
- Figure 99: Agreement with the statements ‘My dishwasher often leaves residue behind on my dishes’ and ‘The impact on the environment of ingredients in dishwasher detergents concerns me’, February 2012
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Appendix – Target Groups
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- Figure 100: Target groups for dishwasher detergents, by demographics, February 2012
- Figure 101: Split of hand and machine dishwashing among dishwasher users, by target groups, February 2012
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- Figure 102: Factors influencing choice of washing-up liquid, by target groups, February 2012
- Figure 103: Factors influencing choice of dishwasher detergent, by target groups, February 2012
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- Figure 104: Usage of dishwashers, by target groups, February 2012
- Figure 105: Attitudes towards dishwashers, by target groups, February 2012
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