What do consumers really want from dishwashing products? In this mature market, understanding consumer attitudes and behavior is critical in upselling consumers to higher-margin products. Sales reached a high in 2000 with over $1.53 billion in revenues, but have fallen steadily since 2001, even as consumers continue to purchase mid- to premium-priced products. Growth will rely on product innovations and the willingness of consumers to pay for them. The challenge to the industry is to convince consumers that these new products are worth the higher prices.

Mintel’s original consumer research helps you unravel the reasoning behind consumer purchasing decisions. Results are analyzed by age, gender, and other demographic characteristics. For example, older respondents and large households favor powder detergents, while younger consumers prefer liquids and tablets. Black respondents are more open to liquid and gel detergents than other groups, while a relatively high percentage of Asian respondents use detergent tablets.

This report also delves into methods for attracting new customers and convincing them to spend more on dishwashing products. For example, coupons or discounts are more likely to influence younger consumers, according to Mintel’s exclusive research. This same group is also heavily influenced by recommendations of family and friends. Younger consumers are looking for value and may not be loyal to a brand yet, making coupons an effective way to draw in new customers.

Mintel explores all the important drivers in the dishwashing products market, such as changing dining patterns, the decrease in households with children, and consolidation in the market. Retail distribution, market segmentation, and the current supply structure are all covered in depth. A six-year trend analysis predicts future growth for the market, helping you form a long-term marketing strategy.

This report covers detergents for hand-dishwashing (typically sold in concentrated liquid form), detergents for use in automatic dishwashing machines (tablets, powders, and liquids/gels), and dishwasher additives (rinsing and drying aids, and products formulated to clean and maintain the dishwasher).

Not included in this report are any other soap and detergent products, such as those for washing hands or sinks; scrubbing agents for pots and pans; spray cleansers; sponges and brushes for cleaning dishes; and liquid hand soaps.

This report contains IRI InfoScan data.