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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- The market
- Category grows on new products and refocus on home meal prep
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- Figure 1: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
- Dishwashing liquid outperforms detergent 2010-12, but both segments gain in long run
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- Figure 2: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
- Market factors
- Dishwasher ownership slips slightly
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- Figure 3: Dishwasher ownership, 2008-12
- Time and money spent on home meal prep on the rise
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- Figure 4: Time spent on food preparation and cleanup, 2007-11
- Retail channels
- Price- and value-driven channels capture market share
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- Figure 5: Share of total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
- Key players
- Procter & Gamble fends off competition in both in dishwashing liquid and dishwasher detergent
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- Figure 6: Share of total MULO sales of dishwashing products, by leading companies, 52 weeks ending Feb. 24, 2013
- The consumer
- Detergent usage incidence slips slightly as dishwashing liquid frequency of use ticks up
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- Figure 7: Household usage of dishwashing products, 2008-12
- Unit-dose detergents continue to gain on liquids and powders
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- Figure 8: Types of dishwasher detergents used, 2008-12
- Shoppers rely on well-known brands, less deal driven than in some household categories
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- Figure 9: Dishwashing liquid shopping behaviors, February 2013
- Cleaning power a cost-of-entry benefit for dishwashing liquid
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- Figure 10: Interest in dishwashing liquid attributes, February 2013
- Performance benefits key for dishwasher detergent, others secondary
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- Figure 11: Interest in dishwasher detergent attributes, February 2013
- Could dishwashing responsibility be shared more equally?
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- Figure 12: Dishwashing behaviors—washing by hand, February 2013
- Dishwashing liquid versatility presents opportunity for education and idea sharing
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- Figure 13: Dishwashing attitudes—washing by hand, February 2013
- What we think
Issues in the Market
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- How do consumers measure value in the market?
- How important are sensory benefits in dishwashing liquids?
- Could more consumer education benefit the dishwasher detergent segment?
- What new opportunities are there for dishwashing product brands to strengthen the connection with consumers?
Insights and Opportunities
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- Positively natural
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- Figure 14: Total MULO sales of selected eco-friendly dishwashing products, 2010-12
- Beyond the sink
- Sharing the experience
Trend Applications
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- Trend: Objectify
- Trend: Perfecting the Details
- Mintel Futures: Brand Intervention
Market Size and Forecast
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- Key points
- Category grows on new products and refocus on home meal prep
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- Figure 15: Total U.S. retail sales and forecast of dishwashing products, at current prices, 2007-17
- Figure 16: Total U.S. retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 17: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
Market Drivers
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- Household income stabilizes but remains weak
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- Figure 18: Median household income, in inflation-adjusted dollars, 2001-11
- Dishwasher ownership slips slightly
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- Figure 19: Dishwasher ownership, 2008-12
- Dishwasher ownership concentrated in higher-income households
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- Figure 20: Dishwasher ownership, by household income, Aug. 2011-Aug. 2012
- Time spent on home meal prep and cleanup on the rise
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- Figure 21: Time spent on food preparation and cleanup, by gender, 2007-11
- More money spent on food at home
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- Figure 22: Percentage of total food expenditures on food at home and food away from home, 2007-11
Segment Performance
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- Key points
- Both segments gain ground in shaky economy
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- Figure 23: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
Segment – Dishwashing Liquid
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- Key points
- Shaky economy sets stage for segment growth
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- Figure 24: Total U.S. retail sales and forecast of dishwashing liquid, at current prices, 2007-17
Segment – Dishwasher Detergent/Rinse Aid
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- Key points
- Segment sales appear to stall on pricing action
- Value-added products poised to boost sales in coming years
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- Figure 25: Total U.S. retail sales and forecast of dishwasher liquid, at current prices, 2007-17
Retail Channels
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- Key points
- Price- and value-driven channels capture market share
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- Figure 26: Total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
Retail Channels – Supermarkets
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- Key points
- Supermarkets grow category sales but lose share
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- Figure 27: U.S. supermarket sales of dishwashing products, at current prices, 2007-12
Retail Channels – Drug Stores
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- Key points
- Drug stores post solid gain over five-year period
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- Figure 28: U.S. drug store sales of dishwashing products, at current prices, 2007-12
Retail Channels – Other Channels
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- Key points
- Other channels gain on continued prevalence of value shopping
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- Figure 29: U.S. sales of dishwashing products in other channels, at current prices, 2007-12
Retail Channels – Natural Supermarkets
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- Key points
- Insights
- Sales of dishwashing products in the natural channel
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- Figure 30: Natural supermarket sales of dishwashing products, at current prices, 2010-12*
- Figure 31: Natural supermarket sales of dishwashing products, at inflation-adjusted prices, 2010-12*
- Brands of note and innovators
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- Figure 32: Sales and share of dishwashing products in natural supermarkets, 2010* and 2012*
Leading Companies
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- Key points
- P&G fends of competition in both segments
- Beyond the big three: opportunities for targeted lines
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- Figure 33: Total MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Dishwashing Liquid
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- Key points
- Dawn holds share on base-brand strength, scent variety
- Colgate-Palmolive increases segment sales but loses share
- Other competitors gain on innovation and eco-friendliness
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- Figure 34: Total MULO sales of dishwashing liquid, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share – Dishwasher Detergent/Rinse Aid
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- Key points
- Finish maintains the momentum
- Cascade responds with Platinum
- Multiple-benefit products and additives gain momentum
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- Figure 35: Total MULO sales of dishwasher detergent/rinse aid, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Launches maintain steady pace after rebounding from 2009 dip
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- Figure 36: Launches of new dishwashing products, percentages by type, 2007-12
- Figure 37: Launches of new dishwashing products, percentages by name brand or private label for each type, 2007-12
- Eco-friendly claims a common denominator across the category
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- Figure 38: Dishwashing liquid launches, top claims, 2007-12
- Figure 39: Dishwasher detergent, rinse aid, and dishwasher care launches, top claims, 2007-12
- Many launches, a handful of key themes
- Scent variety
- Skin friendliness
- Cleaning power
- Eco-friendly
Marketing Strategies
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- Overview
- Dawn dominates dishwashing liquid marketing spending
- Two-brand battle in dishwasher detergent
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- Figure 40: Measured media advertising spending of leading dishwashing product brands, 2010 and 2011
- Dawn stresses value over lower-priced competition
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- Figure 41: Dawn “I Want More Suds” TV ad, 2013
- Dawn Hand Renewal positions skin protection and beauty care
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- Figure 42: Dawn “Hand it To You” TV ad, 2013
- Finish keeps the “revolution” going
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- Figure 43: Finish “Revolution” TV ad, 2013
- Cascade takes more competitive stance with Kitchen Counselor campaign
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- Figure 44: Cascade Complete “You didn’t have to come over” TV ad, 2012
- Cascade Platinum promises to clean dishes and dishwasher
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- Figure 45: Cascade Platinum “You’re Too Perfect” TV ad, 2013
- OxiClean cites changes in detergents in spot for dishwashing booster
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- Figure 46: OxiClean Dishwashing Booster “here’s some good news” TV ad, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 47: Key brand metrics, dishwashing brands, April 2013
- Market overview
- Brand usage and awareness
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- Figure 48: Usage and awareness of selected dishwashing brands, February 2013
- Interaction with brands
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- Figure 49: Interaction with selected dishwashing brands, February 2013
- Online conversations
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- Figure 50: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
- Figure 51: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
- Where are people talking about dishwashing brands?
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- Figure 52: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
- What are people talking about online?
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- Figure 53: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
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- Figure 54: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
- Figure 55: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
- Brand analysis
- Dawn
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- Figure 56: Dawn key social media indicators, April 2013
- Key online campaigns
- What we think
- Finish
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- Figure 57: Finish key social media indicators, April 2013
- Key online campaigns
- What we think
- Cascade
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- Figure 58: Cascade key social media indicators, April 2013
- Key online campaigns
- What we think
- Palmolive
- Key online campaigns
- What we think
- Seventh Generation
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- Figure 59: Seventh Generation key social media indicators, April 2013
- Key online campaigns
- What we think
- Method
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- Figure 60: Method key social media indicators, April 2013
- Key online campaigns
- What we think
Dishwashing Product Usage
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- Key points
- Dishwashing liquid usage holds steady, detergent usage slips slightly
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- Figure 61: Household usage of dishwashing products, 2008-12
- Dishwashing liquid usage frequency ticks up
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- Figure 62: Frequency of using dishwashing products, 2008-12
- Unit-dose detergents continue to gain
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- Figure 63: types of dishwasher detergents used, 2008-12
- Figure 64: types of dishwasher detergents used, 2008-12
Dishwashing Frequency
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- Key points
- Women more likely than men to report frequent dishwashing by hand
- Older adults less frequent dishwasher users
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- Figure 65: Dishwashing frequency, by gender and age, February 2013
- Higher-income households more likely to use dishwasher detergent
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- Figure 66: Dishwashing frequency, by household income, February 2013
- Larger households wash dishes more frequently
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- Figure 67: Dishwashing frequency, by household size, February 2013
Dishwashing Product Shopping Responsibility
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- Women more likely to be primary purchasers, but balance may be shifting
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- Figure 68: Dishwashing products shopping responsibility, by gender and age, February 2013
Dishwashing Product Shopping Behaviors
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- Key points
- Category shoppers rely on well-known brands
- Deal shopping less prevalent than in some other household categories
- Opportunity to focus shopping on benefits rather than price
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- Figure 69: Dishwashing liquid shopping behaviors, by gender and age, February 2013
Interest in Dishwashing Product Attributes
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- Key points
- Cleaning power a cost-of-entry benefit for dishwashing liquid
- Interest in dishwashing liquids with antibacterial properties remains strong
- Sensory benefits and skincare essential themes for dishwashing liquids
- Eco-friendly gets personal
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- Figure 70: Interest in dishwashing liquid attributes, by gender and age, February 2013
- Performance benefits key for dishwasher detergent, others secondary
- Opportunity for education in stores
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- Figure 71: Interest in dishwasher detergent attributes, by gender and age, February 2013
Dishwashing Behaviors
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- Key points
- Could dishwashing responsibility be shared more equally?
- Time-pressed young adults likely to let dishes sit unwashed in the sink
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- Figure 72: Dishwashing behaviors—washing by hand, by gender and age, February 2013
- More than half of dishwasher users rinse dishes well first
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- Figure 73: Dishwashing behaviors – using a dishwasher, by gender and age, February 2013
Dishwashing Attitudes
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- Key points
- Sanitizing dishes an opportunity for liquids and detergents
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- Figure 74: Dishwashing attitudes, by gender and age, February 2013
- Older adults appreciate versatility of dishwashing liquid
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- Figure 75: Dishwashing attitudes—washing by hand, by gender and age, February 2013
- Lower-income consumers more engaged in dishwashing experience
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- Figure 76: Dishwashing attitudes—washing by hand, by household income, February 2013
- Opportunity to educate dishwasher users on energy efficiency, other issues
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- Figure 77: Dishwashing attitudes—using a dishwasher, by gender and age, February 2013
Impact of Race and Hispanic Origin
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- Key points
- Hispanic, Asian, black households wash dishes by hand more frequently
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- Figure 78: Dishwashing frequency, by race/Hispanic origin, February 2013
- Shoppers in all groups tend to opt for well-known brands
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- Figure 79: Dishwashing liquid shopping behaviors, by race/Hispanic origin, February 2013
- Black and Hispanic consumers especially interested in antibacterial products
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- Figure 80: Dishwashing liquid attribute importance, by race/Hispanic origin, February 2013
- Blacks’ and Hispanics’ detergent preferences consistent with liquids
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- Figure 81: Dishwasher detergent attribute importance, by race/Hispanic origin, February 2013
- Black consumers likely to appreciate the versatility of dishwashing liquids
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- Figure 82: Dishwashing attitudes—washing by hand, by race/Hispanic origin, February 2013
Household Care Segmentation
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- Figure 83: Household care segments, February 2013
- Super Cleaners
- Demographics
- Household care characteristics
- Dishwashing products category characteristics
- Opportunity
- Disengageds
- Demographics
- Household care characteristics
- Dishwashing products category characteristics
- Opportunity
- Easy Greens
- Demographics
- Home care characteristics
- Dishwashing product category characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 84: General home care attitudes, any agree, by household care segments, February 2013
- Figure 85: General home care attitudes, strongly agree, by household care segments, February 2013
- Figure 86: Dishwashing products shopping responsibility, by household care segments, February 2013
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- Figure 87: Dishwashing frequency, by household care segments, February 2013
- Figure 88: Dishwashing liquid shopping behaviors, by household care segments, February 2013
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- Figure 89: Dishwasher detergent shopping behaviors, by household care segments, February 2013
- Figure 90: Dishwashing behaviors—washing by hand, by household care segments, February 2013
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- Figure 91: Dishwashing behaviors—using a dishwasher, by household care segments, February 2013
- Figure 92: Dishwashing liquid attribute importance, by household care segments, February 2013
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- Figure 93: Dishwasher detergent attribute importance, by household care segments, February 2013
- Figure 94: Dishwashing attitudes, by household care segments, February 2013
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- Figure 95: Dishwashing attitudes—washing by hand, by household care segments, February 2013
- Figure 96: Dishwashing attitudes—using a dishwasher, by household care segments, February 2013
- Cluster demographic tables
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- Figure 97: Household care segments, by demographics, February 2013
- Cluster methodology
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IRI/Builders—Key Household Purchase Measures
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- Overview of dishwashing products
- Dishwashing liquid
- Consumer insights on key purchase measures—dishwashing liquid
- Brand map
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- Figure 98: Brand map, selected brands of dishwashing liquid, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 2012*
- Dishwasher detergent/additive
- Consumer insights on key purchase measures—dishwasher detergent/additive
- Brand map
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- Figure 100: Brand map, selected brands of dishwasher detergent/additive buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2012*
Custom Consumer Groups
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- Gender and presence of children younger than 18
- Presence of kids increases the frequency of dishwashing
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- Figure 102: Dishwashing frequency, by gender and presence of children in household, February 2013
- Households with kids not much more likely to share dishwashing duty
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- Figure 103: Dishwashing behaviors—washing by hand, by gender and presence of children in household, February 2013
- Small differences in attribute importance between parents and nonparents
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- Figure 104: Dishwashing liquid attribute importance, by gender and presence of children in household, February 2013
- Opportunity to educate parents on versatility of dishwashing liquid
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- Figure 105: Dishwashing attitudes—washing by hand, by gender and presence of children in household, February 2013
Appendix – Other Useful Consumer Tables
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- Dishwashing product shopping behaviors
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- Figure 106: Dishwashing liquid shopping behaviors, by household income, February 2013
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- Figure 107: Dishwashing liquid shopping behaviors, by household size, February 2013
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- Figure 108: Dishwasher detergent shopping behaviors, by gender and age, February 2013
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- Figure 109: Dishwasher detergent shopping behaviors, by household income, February 2013
- Interest in dishwashing product attributes
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- Figure 110: Interest in dishwashing liquid attributes, by household income, February 2013
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- Figure 111: Interest in dishwasher detergent attributes, by household income, February 2013
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- Figure 112: Interest in dishwasher detergent attributes, by household size, February 2013
- Dishwashing behaviors
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- Figure 113: Dishwashing behaviors—washing by hand, by household income, February 2013
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- Figure 114: Dishwashing behaviors—washing by hand, by household size, February 2013
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- Figure 115: Dishwashing behaviors—using a dishwasher, by household income, February 2013
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- Figure 116: Dishwashing behaviors—using a dishwasher, by household size, February 2013
- Dishwashing attitudes
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- Figure 117: Dishwashing attitudes, by household income, February 2013
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- Figure 118: Dishwashing attitudes, by household size, February 2013
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- Figure 119: Dishwashing attitudes—washing by hand, by household size, February 2013
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- Figure 120: Dishwashing attitudes—using a dishwasher, by household income, February 2013
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- Figure 121: Dishwashing attitudes—using a dishwasher, by household size, February 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 122: Brand usage or awareness, February 2013
- Figure 123: Dawn usage or awareness, by demographics, February 2013
- Figure 124: Cascade usage or awareness, by demographics, February 2013
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- Figure 125: Palmolive usage or awareness, by demographics, February 2013
- Figure 126: Finish usage or awareness, by demographics, February 2013
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- Figure 127: Seventh generation usage or awareness, by demographics, February 2013
- Figure 128: Method usage or awareness, by demographics, February 2013
- Activities done
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- Figure 129: Activities done, February 2013
- Figure 130: Dawn—activities done, by demographics, February 2013
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- Figure 131: Cascade—activities done, by demographics, February 2013
- Figure 132: Palmolive—activities done, by demographics, February 2013
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- Figure 133: Finish—activities done, by demographics, February 2013
- Figure 134: Seventh generation —activities done, by demographics, February 2013
- Online conversations
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- Figure 135: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
- Figure 136: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
- Figure 137: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
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- Figure 138: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
- Figure 139: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
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- Figure 140: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
Appendix – Trade Associations
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