Table of Contents
Introduction
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- Definitions
- Hand dishwashing detergents
- Dishwasher detergents
- 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 products, 2007-17
- Sales boosted by hand dishwashing
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- Figure 2: Breakdown of retail value sales of dishwashing products, % share by segment, 2007-12
- Market factors
- Smaller households not favouring machine dishwashing
- Price more important than environmental issues
- Companies, brands and innovation
- Fairy leads dishwashing market
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- Figure 3: Brand shares in value sales of dishwashing products, year ending December 2012
- Most new launches extensions or new packaging
- Finish Quantum the biggest advertising campaign
- The consumer
- Dip in usage of dishwasher detergents
- Focus on buying well-known brands
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- Figure 4: Ways of getting value for money when buying washing up liquids or dishwasher detergents, February 2013
- Willingness to pay more for added benefits
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- Figure 5: Product solutions people interested in paying more for, February 2013
- Washing up not evenly shared
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- Figure 6: Washing up behaviour, February 2013
- Clean dishes a high priority
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- Figure 7: Any agreement with statements on hand dishwashing, February 2013
- What we think
Issues in the Market
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- What is behind the lack of growth in the machine dishwashing market?
- How do consumers look for value for money when purchasing?
- Can solutions to dishwashing problems help add value to the market?
- What factors are most important for brands in hand dishwashing?
- Are there any new themes for a marketing campaign in dishwashing?
Trend Application
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- Trend: Help Me Help Myself
- Trend: Many Mes
- Mintel futures: Access Anything Anywhere
Market Drivers
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- Key points
- Ageing population poses a threat to dishwasher products
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- Figure 8: Trends in the age structure of the UK population, 2007-17
- Figure 9: UK households, by size, 2007-17
- Fewer people entertaining at home
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- Figure 10: Attitudes towards cooking, 2008-12
- Dishwasher ownership in decline
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- Figure 11: Ownership of dishwashers, 2008-12
- Consumers mistakenly think washing dishes by hand uses less water
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- Figure 12: Trends in attitudes towards the environment, 2008-12
- Evolving consumer concerns present new opportunities for brands
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- Figure 13: Selected skin conditions suffered from in the last 12 months, 2008-12
- Value still driving product decisions
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- Figure 14: Attitudes towards price, 2008-12
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- Figure 15: Attitudes towards price and loyalty, 2008-12
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Women more engaged in the shopping experience
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- Figure 16: Attitudes towards new products, 2008-12
- Hand dishwashing leads product development
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- Figure 17: New product launches in the UK dishwashing detergents market, % by product type, 2009-12
- Own-label launches still strong
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- Figure 18: New product launches in the UK dishwashing detergents market, % share by own-label vs. branded, 2009-12
- Asda leads new product launches
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- Figure 19: New product launches in the UK dishwashing detergents market, % share by company, 2012
- Environmentally-friendly claims still top
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- Figure 20: New product launches in the UK dishwashing detergents market, % share by claim, 2009-12
- Minimal new product development in 2012
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- Figure 21: New product launches in the UK dishwashing detergents market, % by launch type, 2009-12
- Tablet launches dominate automatic dishwashing detergents
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- Figure 22: New product launches in the UK in automatic dishwashing detergents market, % by product type, 2009-12
- Focus remains on hand dishwashing for first months of 2013
Market Size and Forecast
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- Key points
- Hand dishwashing drives market growth
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- Figure 23: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2007-17
- The future
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- Figure 24: Best- and worst-case forecast of UK sales of dishwashing products, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Upturn in sales of hand dishwashing products
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- Figure 25: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2007-17
- Figure 26: UK retail sales of hand dishwashing products, by segment, 2011 and 2012
- Flat sales of machine dishwashing products
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- Figure 27: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2007-17
- Figure 28: UK retail sales of dishwasher products, by sector, 2011 and 2012
Market Share
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- Key points
- Fairy dominates the combined dishwashing market
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- Figure 29: Manufacturer shares of value sales of dishwashing products, 2012
- Finish remains machine dishwashing market leader
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- Figure 30: Brand shares in value sales of machine dishwashing products, year ending January 2012 and 2013
- Persil drives hand dishwashing growth and increases market share
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- Figure 31: Brand shares in value sales of hand dishwashing products, year ending January 2012 and 2013
Companies and Products
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- Procter & Gamble
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- Figure 32: New product launches by Procter & Gamble in the UK dishwashing products market, April 2012-March 2013
- Reckitt Benckiser
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- Figure 33: New product launches by Reckitt Benckiser in the UK dishwashing products market, April 2012-March 2013
- PZ Cussons
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- Figure 34: New product launches by PZ Cussons in the UK dishwashing products market, April 2012-March 2013
- McBride
- Jeyes
- Ecover
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- Figure 35: New product launches by Ecover in the UK dishwashing products market, April 2012-March 2013
- Method
Brand Research
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- Brand map
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- Figure 36: Attitudes towards and usage of brands in the dishwashing products sector, January 2013
- Correspondence analysis
- Brand attitudes
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- Figure 37: Attitudes by dishwashing products brand, January 2013
- Brand personality
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- Figure 38: Dishwashing products brand personality – macro image, January 2013
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- Figure 39: Dishwashing products brand personality – micro image, January 2013
- Brand experience
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- Figure 40: Dishwashing products brand usage, January 2013
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- Figure 41: Satisfaction with various dishwashing products brands, January 2013
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- Figure 42: Consideration of dishwashing products brands, January 2013
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- Figure 43: Consumer perceptions of current dishwashing products brand performance, January 2013
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- Figure 44: Dishwashing products brand recommendation – Net Promoter Score, January 2013
- Brand index
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- Figure 45: Dishwashing products brand index, January 2013
- Figure 46: Dishwashing products brand index vs. recommendation, January 2013
- Target group analysis
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- Figure 47: Target groups, January 2013
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- Figure 48: Dishwashing products brand usage, by target groups, January 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Consumer desire for competitions and coupons strong
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- Figure 49: Attitudes towards promotions, 2009-12
- Total advertising spend in decline
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- Figure 50: Main media advertising expenditure on dishwashing detergents, 2009-12
- P&G responsible for nearly half the market’s advertising spend
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- Figure 51: Main media advertising expenditure on dishwashing detergents, by advertiser, 2009-12
- Finish Quantum the biggest individual campaign
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- Figure 52: Main media advertising expenditure on dishwashing detergents, by advertiser and brand, 2009-12
- Reducing focus on TV advertising
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- Figure 53: Main media advertising expenditure on dishwashing detergents, by media type, 2009-12
Channels to Market
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- Key points
- Grocery multiples dominate dishwashing sales
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- Figure 54: UK retail value sales of dishwashing products, by outlet type, 2010-12
- Aldi adverts and Waitrose store expansion boost sales
- Discount retailers increased high street presence boosts sales
Consumer Usage and Purchasing
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- Key points
- No recovery in usage of dishwasher detergents
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- Figure 55: Trends in usage of dishwashing detergents, 2008-12
- Dishwasher tablets the most popular product type
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- Figure 56: Trends in usage of dishwasher detergents, by type, 2008-12
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- Figure 57: Trends in types of dishwasher products used, 2010-12
- Majority use washing-up liquid more than once a day
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- Figure 58: Trends in frequency of using washing-up liquids/detergents, 2008-12
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- Figure 59: Frequency of use of dishwasher detergents, 2010-12
- Eight in ten people purchase washing-up liquid
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- Figure 60: Purchasing of dishwashing products for household in the last six months, February 2013
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- Figure 61: Purchasing of dishwashing products in last six months, by presence of dishwasher in household, February 2013
Buying Behaviour
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- Key points
- Well-known brands seen as offering value
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- Figure 62: Ways of getting value for money when buying washing up liquids or dishwasher detergents, February 2013
- Figure 63: Brand choice as a way of getting value for money when buying washing-up liquids, by age, February 2013
- Widespread stocking up of products on promotion
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- Figure 64: Usage of special offers, promotions and discount retailers to get value for money when buying dishwasher detergents, by socio-economic group, February 2013
- Less attention to individual product attributes
Machine Dishwashing Problems and Interest in Solutions
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- Key points
- Baked-on stains the most common problem
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- Figure 65: Machine dishwashing problems experienced in last six months, February 2013
- Willingness to trade up for added benefits
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- Figure 66: Interest in solutions to machine dishwashing problems, February 2013
- Maintaining the look of crockery, glasses and cutlery
- Other issues relating to cleaning and drying of dishes
Washing-Up Patterns
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- Key points
- Two thirds of people wash up at least once a day
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- Figure 67: Frequency people do washing up by hand, February 2013
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- Figure 68: Frequency people do washing up by hand, by presence of dishwasher in household, February 2013
- Washing up responsibilities not shared evenly
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- Figure 69: Washing up behaviour, February 2013
- Pre-soaking to make washing up easier
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- Figure 70: Washing up behaviour, by Frequency of washing up by hand, February 2013
Attitudes Towards Washing Up
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- Key points
- Killing germs as well as looking clean
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- Figure 71: Attitudes towards washing up by hand, February 2013
- Interest in washing up using cold water
- Saving on water and detergent
- Washing-up liquids with natural ingredients appeal
- Promoting added benefits and versatility
- Greater focus on more fragrance options
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- Figure 72: Interest in new fragrances and importance of the look of washing-up bottles, by age, February 2013
Appendix – Market Drivers
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- Figure 73: Attitudes towards price, by demographics, 2012
- Figure 74: Ownership and purchasing of dishwashers, by demographics, 2012
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- Figure 75: Attitudes towards cooking, by demographics, 2012
- Figure 76: Selected skin conditions suffered from in the last 12 months, by demographics, 2012
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- Figure 77: Attitudes towards brands versus own-brands, by demographics, 2012
- Figure 78: Trends in attitudes towards the environment, by demographics, 2012
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Appendix – Who’s Innovating?
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- Figure 79: Attitudes towards new products, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 80: Best- and worst-case forecast for UK retail sales of dishwashing products, at current prices, 2012-17
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Appendix – Segment Performance
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- Figure 81: Best- and worst-case forecast for UK retail sales of hand dishwashing products, at current prices, 2012-17
- Figure 82: Best- and worst-case forecast for UK sales of hand dishwashing products, 2007-17
- Figure 83: Best- and worst-case forecast for UK retail sales of machine dishwashing products, at current prices, 2012-17
- Figure 84: Best- and worst-case forecast for UK sales of machine dishwashing products, 2007-17
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Appendix – Brand Research
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- Figure 85: Brand usage, January 2013
- Figure 86: Brand commitment, January 2013
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- Figure 87: Brand momentum, January 2013
- Figure 88: Brand diversity, January 2013
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- Figure 89: Brand satisfaction, January 2013
- Figure 90: Brand recommendation, January 2013
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- Figure 91: Brand attitude, January 2013
- Figure 92: Brand image – macro image, January 2013
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- Figure 93: Brand image – micro image, January 2013
- Figure 94: Profile of target groups, by demographics, January 2013
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- Figure 95: Psychographic segmentation, by target groups, January 2013
- Figure 96: Brand usage, by target groups, January 2013
- Brand index
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- Figure 97: Brand index, January 2013
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Appendix – Brand Communication and Promotion
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- Figure 98: Attitudes towards promotions, by demographics, 2012
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Appendix – Consumer Usage and Purchasing
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- Figure 99: Trends in usage of dishwashing detergents, by demographics, 2012
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- Figure 100: Frequency of using washing-up liquids/detergents, by demographics, 2012
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- Figure 101: Frequency of use of dishwasher detergents, by demographics, 2012
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- Figure 102: Purchasing of dishwashing products in last six months, by demographics, February 2013
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Appendix – Buying Behaviour
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- Figure 103: Ways of getting value for money when buying washing-up liquids, by demographics, February 2013
- Figure 104: Ways of getting value for money when buying washing-up liquids, by demographics, February 2013 (continued)
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- Figure 105: Ways of getting value for money when buying dishwasher detergents, by demographics, February 2013
- Figure 106: Ways of getting value for money when buying dishwasher detergents, by demographics February 2013 (continued)
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Appendix – Dishwasher Problems and Solutions
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- Figure 107: Machine dishwashing problems experienced in last six months, by demographics, February 2013
- Figure 108: Machine dishwashing problems experienced in last six months, by demographics (continued), February 2013
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- Figure 109: Interest in solutions to prevent dishes still being wet when emptying dishwasher, by demographics, February 2013
- Figure 110: Interest in solutions to prevent residues of powder or tablet in dishwasher at end of cycle, by demographics, February 2013
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- Figure 111: Interest in solutions to prevent limescale on dishwasher, by demographics, February 2013
- Figure 112: Interest in solutions to prevent cloudy glassware, by demographics, February 2013
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- Figure 113: Interest in solutions to prevent spots, drop marks and smears on glasses, by demographics, February 2013
- Figure 114: Interest in solutions to prevent granular residues being left on dishes, by demographics, February 2013
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- Figure 115: Interest in solutions to removes baked-on food stains, by demographics, February 2013
- Figure 116: Interest in solutions to removes tea stains, by demographics, February 2013
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- Figure 117: Interest in solutions to prevent faded patterns/decoration on china/glasses, by demographics, February 2013
- Figure 118: Interest in solutions to prevent rusting spots on cutlery, by demographics, February 2013
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- Figure 119: Interest in solutions to prevent discolouration of plastics, by demographics, February 2013
- Figure 120: Interest in solutions to prevents water drops being left on plastics, by demographics, February 2013
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- Figure 121: Interest in solutions to long-lasting odour neutralisation, by demographics, February 2013
- Figure 122: Machine dishwashing problems experienced in last six months, by purchasing of dishwashing products in last six months, February 2013
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Appendix – Washing-Up Patterns
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- Figure 123: Frequency of washing up by hand, by demographics, February 2013
- Figure 124: Washing up behaviour, by demographics, February 2013
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- Figure 125: Washing up behaviour, by demographics (continued), February 2013
- Figure 126: Presence of dishwasher in household, February 2013
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- Figure 127: Presence of dishwasher in household, by demographics, February 2013
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Appendix – Attitudes Towards Washing Up
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- Figure 128: Agreement with the statements ‘It is important that the dishes look spotlessly clean’ and ‘It’s important not to waste too much water when washing up’, by demographics, February 2013
- Figure 129: Agreement with the statements ‘I would use washing-up liquid that worked effectively in cold water’ and ‘Concentrated washing-up liquids offer better value for money’, by demographics, February 2013
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- Figure 130: Agreement with the statements ‘I like to try washing-up liquids in new fragrances’ and ‘It is important that washing up kills germs as well makes dishes visibly clean’, by demographics, February 2013
- Figure 131: Agreement with the statements ‘The look of the washing up liquid bottle is important to me’ and ‘I would like a washing-up liquid that works for longer in the water’, by demographics, February 2013
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- Figure 132: Agreement with the statements ‘Rinsing dishes is important to get rid of traces of chemicals’ and ‘I would like to see more washing-up liquids with natural ingredients’, by demographics, February 2013
- Figure 133: Agreement with the statements ‘It’s important to have a washing up liquid that’s designed for sensitive skin’ and ‘Washing up liquids are handy to use for cleaning jobs other than washing up’, by demographics, February 2013
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