Table of Contents
Executive Summary
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- Market size
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- Figure 1: Best- and worst-case forecast of UK retail value sales of dishwashing products, 2008-18
- Growth driven by higher average prices
- Market boosted by sales of dishwasher products
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- Figure 2: Breakdown of retail value sales of dishwashing products, % share by segment, 2013
- Market factors
- Higher dishwasher penetration and more households key to growth
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- Figure 3: Proportion of people with a dishwasher in their household, by household size, February 2014
- Companies, brands and innovation
- Fairy strengthens lead in dishwashing market
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- Figure 4: Brand shares of value sales of dishwashing products, 2013
- Washing-up liquids the majority of new launches
- P&G and RB dominate advertising spending
- The consumer
- Half of dishwashers used on a daily basis
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- Figure 5: Frequency of using the dishwasher, February 2014
- Washing up by hand typically done at least once a day
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- Figure 6: Frequency of doing the washing up by hand, February 2014
- Eight in 10 people are buyers of washing-up liquid
- Fragrance the most important attribute
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- Figure 7: Factors influencing choice of washing-up liquids, February 2014
- Non-dishwashing uses for washing-up liquid
- Removing tough stains most important for dishwasher detergent
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- Figure 8: Factors influencing choice of dishwasher detergent, February 2014
- Significant barriers to higher penetration of dishwashers
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- Figure 9: Attitudes towards dishwashing and dishwashers, February 2014
- What we think
Issues and Insights
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- Driving increased penetration of dishwashers in UK homes
- The facts
- The implications
- Opportunities for brand extension in hand dishwashing
- The facts
- The implications
- Encouraging trading up in washing-up liquids
- The facts
- The implications
- Adding extra value to machine dishwashing market
- The facts
- The implications
Trend Application
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- Trend: Prove It
- Trend: Life Hacking
- Trend: Extend My Brand
Market Drivers
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- Key points
- Growth in number of households
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- Figure 10: UK households, by size, 2008-18
- Dishwasher owners still in a minority
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- Figure 11: Proportion of people with a dishwasher in their household, February 2014
- Figure 12: Proportion of people with a dishwasher in their household, by socio-economic group, February 2014
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- Figure 13: Proportion of people with a dishwasher in their household, by household size, February 2014
- More house moves should help dishwasher sales
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- Figure 14: Number of residential property transactions completed in the UK*, 2008-13
- More people means more meals being eaten at home
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- Figure 15: Trends in the age structure of the UK population, 2008-18
- Improving consumer confidence as recovery strengthens
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- Figure 16: Trends in how respondents would describe their financial situation, February 2009-March 2014
- Figure 17: Trends in consumer sentiment for the coming year, February 2009-March 2014
- Eating out or meal choice has limited impact on dishwashing
Who’s Innovating?
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- Key points
- Increased focus on dishwasher care
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- Figure 18: New product launches in the UK dishwashing products market, % by product type, 2010-14
- Own-label accounts for more than six in 10 launches
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- Figure 19: New product launches in the UK dishwashing products market, % share by own-label vs. branded, 2010-14
- Figure 20: Examples of own-label product launches in the UK dishwashing products market, 2013 and 2014
- P&G leads branded launch activity
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- Figure 21: New product launches in the UK dishwashing products market, % share by company (top 12 and other), 2013
- Figure 22: Examples of branded product launches in the UK dishwashing products market, 2013
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- Figure 23: Examples of branded product launches in the UK dishwashing products market, 2014
- Environmentally friendly claims increase in prominence
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- Figure 24: New product launches in the UK dishwashing products market, % share by selected claims, 2010-14
- Figure 25: Examples of product launches in the UK dishwashing products market making environmentally friendly product claims, 2013
- Figure 26: Examples of product launches in the UK dishwashing products market making economy claims, 2013 and 2014
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- Figure 27: Other examples of product launches in the UK dishwashing products market, 2013 and 2014
- Greater focus in 2013 on updating products
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- Figure 28: New product launches in the UK dishwashing products market, % by launch type, 2010-14
- Tablets dominate launch activity in machine dishwashing
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- Figure 29: New product launches in the UK in automatic dishwashing detergents market, % by format type, 2010-14
Market Size and Forecast
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- Key points
- Solid growth in value sales of dishwashing products
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- Figure 30: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2008-18
- The future
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- Figure 31: Best- and worst-case forecast of UK retail sales of dishwashing products, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Little growth in hand dishwashing sales
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- Figure 32: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2008-18
- Figure 33: UK retail sales of hand dishwashing products, by segment, 2012 and 2013
- Return to growth for sales of dishwasher products
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- Figure 34: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2008-18
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- Figure 35: UK retail sales of dishwasher products, by sector, 2012 and 2013
Market Share
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- Key points
- Fairy has strong lead in dishwashing market
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- Figure 36: Brand shares of value sales of dishwashing products, 2013
- Finish takes over half of machine dishwashing sales
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- Figure 37: Brand shares in value sales of machine dishwashing products, years ending January 2013 and 2014
- Fairy goes from strength to strength in hand dishwashing
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- Figure 38: Brand shares in value sales of hand dishwashing products, years ending January 2013 and 2014
Companies and Products
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- Ecover
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- Figure 39: Examples of new product launches by Ecover in the dishwashing market, April 2013-March 2014
- Jeyes
- McBride
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- Figure 40: Examples of new product launches by McBride and McBride/Unilever in the dishwashing market, April 2013-March 2014
- Procter & Gamble
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- Figure 41: Examples of new product launches by Procter & Gamble in the dishwashing market, April 2013-March 2014
- Reckitt Benckiser
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- Figure 42: Examples of new product launches by Reckitt Benckiser in the dishwashing market, April 2013-March 2014
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of brands in the dishwashing products sector, January 2014
- Correspondence analysis
- Brand attitudes
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- Figure 44: Attitudes, by dishwashing products brand, January 2014
- Brand personality
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- Figure 45: Dishwashing products brand personality – macro image, January 2014
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- Figure 46: Dishwashing products brand personality – micro image, January 2014
- Brand experience
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- Figure 47: Dishwashing products brand usage, January 2014
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- Figure 48: Satisfaction with various dishwashing products brands, January 2014
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- Figure 49: Consideration of dishwashing products brands, January 2014
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- Figure 50: Consumer perceptions of current dishwashing products brand performance, January 2014
- Brand recommendation
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- Figure 51: Recommendation of selected dishwashing products brands, January 2014
Brand Communication and Promotion
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- Key points
- Increase in 2013 advertising spending
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- Figure 52: Main media advertising expenditure on dishwashing detergents, 2010-14
- P&G increases share of total advertising
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- Figure 53: Main media advertising expenditure on dishwashing products, by advertiser, 2010-13
- Fairy Platinum the biggest campaign
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- Figure 54: Main media advertising expenditure on dishwashing products, by advertiser and brand, 2010-13
- TV advertising dominates spending
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- Figure 55: Main media advertising expenditure on dishwashing products, by media type, 2010-14
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 56: UK retail value sales of dishwashing products, by outlet type, 2011-13
- Competition from non-food discounters
The Consumer – Frequency of Dishwashing
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- Key points
- Using dishwashers once a day most common
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- Figure 57: Frequency of using the dishwasher, February 2014
- Older bias to infrequent users
- Washing up a daily chore for seven in 10 people
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- Figure 58: Frequency of doing the washing up by hand, February 2014
- More than half of dishwasher owners wash up by hand daily
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- Figure 59: Frequency of doing the washing up by hand, by proportion of households with a dishwasher, February 2014
The Consumer – Purchasing of Dishwashing Products
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- Key points
- Eight out of 10 people buy washing-up liquid
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- Figure 60: Purchasing of dishwashing products, February 2014
- Frequent dishwasher users more likely to buy ancillary products
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- Figure 61: Purchasing of dishwashing products, by frequency of using the dishwasher, February 2014
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- Figure 62: Purchasing of dishwashing products, by frequency of doing the washing up by hand, February 2014
The Consumer – Factors Influencing Choice of Washing-up Liquid
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- Key points
- Fragrances give added differentiation
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- Figure 63: Factors influencing choice of washing-up liquids, February 2014
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- Figure 64: Importance of a pleasant fragrance when choosing what washing-up liquid to buy, by gender and age, February 2014
- Segmentation caters for variety of needs
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- Figure 65: Importance of antibacterial formulae and skin-friendly properties when choosing what washing-up liquid to buy, by gender and age, February 2014
- Environmental considerations a low priority
The Consumer – Uses for Washing-up Liquid
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- Key points
- A replacement for hand soap to remove dirt or germs
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- Figure 66: Uses for washing-up liquid over the last three months, February 2014
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- Figure 67: Usage of washing-up liquid as a hand soap in the last three months, by age, February 2014
- Substitution from hard surface cleaners occurring
- A number of other uses for washing-up liquid
- Seven in 10 buyers use for jobs other than washing up
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- Figure 68: Number of other uses than washing up dishes/pans for washing-up liquid in the last three months, February 2014
The Consumer – Factors Influencing Choice of Dishwasher Detergent
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- Key points
- Cleaning power most important in machine dishwashing
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- Figure 69: Factors influencing choice of dishwasher detergent, February 2014
- Putting value on the convenience of all-in-one products
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- Figure 70: Those looking for protection from automatic dishwasher detergents, by age, February 2014
- Looking for performance on shorter cycles
- Eliminating odours more important than being fragranced
- Extra shine important for glassware
The Consumer – Attitudes towards Dishwashing and Dishwashers
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- Key points
- Overcoming some of the barriers to ownership
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- Figure 71: Attitudes towards dishwashing and dishwashers, February 2014
- Dishwashers as a luxury people cannot afford to be without
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- Figure 72: Attitudes towards having a dishwasher, by those with and without dishwashers, February 2014
- Baked-on stains still a problem for dishwasher users
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- Figure 73: Attitudes towards hand and machine dishwashing, by those with and without dishwashers, February 2014
Appendix – Market Drivers
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- Figure 74: Proportion of households with a dishwasher, February 2014
- Figure 75: Proportion of households with a dishwasher, by demographics, February 2014
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Appendix – Who’s Innovating?
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- Figure 76: New own-label product launches in the UK dishwashing products market, % by product type, 2013-14
- Figure 77: New product launches in the UK hand dishwashing market, by fragrance group, 2013-14
- Figure 78: New product launches in the UK hand dishwashing market, by top 10 claims, 2013-14
- Figure 79: New product launches in the UK automatic dishwashing detergents market, by top 10 claims, 2013-14
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- Figure 80: New product launches in the UK automatic dishwashing detergents market, by fragrance, 2013-14
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Appendix – Market Size and Forecast
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- Figure 81: Best- and worst-case forecast for UK retail value sales of dishwashing products, 2013-18
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Appendix – Segment Performance
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- Figure 82: Best- and worst-case forecast of UK retail value sales of hand dishwashing products, 2008-18
- Figure 83: Best- and worst-case forecast for UK retail value sales of hand dishwashing products, 2013-18
- Figure 84: Best- and worst-case forecast of UK retail value sales of machine dishwashing products, 2008-18
- Figure 85: Best- and worst-case forecast for UK retail value sales of machine dishwashing products, 2013-18
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Appendix – Brand Research
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- Figure 86: Brand usage, January 2014
- Figure 87: Brand commitment, January 2014
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- Figure 88: Brand commitment, January 2014
- Figure 89: Brand diversity, January 2014
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- Figure 90: Brand satisfaction, January 2014
- Figure 91: Brand recommendation, January 2014
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- Figure 92: Brand attitude, January 2014
- Figure 93: Brand image – macro image, January 2014
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- Figure 94: Brand image – micro image, January 2014
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Appendix – The Consumer – Frequency of Dishwashing
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- Figure 95: Frequency of using the dishwasher, February 2014
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- Figure 96: Frequency of using the dishwasher, by demographics, February 2014
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- Figure 97: Frequency of doing the washing up by hand, February 2014
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- Figure 98: Frequency of doing the washing up by hand, by demographics, February 2014
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Appendix – The Consumer – Purchasing of Dishwashing Products
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- Figure 99: Purchasing of dishwashing products, February 2014
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- Figure 100: Purchasing of dishwashing products, by demographics, February 2014
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- Figure 101: Purchasing of dishwashing products, by demographics, February 2014 (continued)
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Appendix – The Consumer – Factors Influencing Choice of Washing-up Liquid
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- Figure 102: Factors influencing choice of washing-up liquids, February 2014
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- Figure 103: Factors influencing choice of washing-up liquids, by demographics, February 2014
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- Figure 104: Factors influencing choice of washing-up liquids, by demographics, February 2014 (continued)
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- Figure 105: Factors influencing choice of washing-up liquids, by frequency of doing the washing up by hand, February 2014
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Appendix – The Consumer – Uses for Washing-up Liquid
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- Figure 106: Uses for washing-up liquid over the last three months, February 2014
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- Figure 107: Uses for washing-up liquid over the last three months, by demographics, February 2014
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- Figure 108: Uses for washing-up liquid over the last three months, by demographics, February 2014 (continued)
- Repertoire analysis
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- Figure 109: Repertoire of uses for washing-up liquid over the last three months, by demographics, February 2014
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- Figure 110: Uses for washing-up liquid over the last three months, by repertoire of uses for washing-up liquid over the last three months, February 2014
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Appendix – The Consumer – Factors Influencing Choice of Dishwasher Detergent
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- Figure 111: Factors influencing choice of dishwasher detergent, February 2014
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- Figure 112: Factors influencing choice of dishwasher detergent, by demographics, February 2014
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- Figure 113: Factors influencing choice of dishwasher detergent, by demographics, February 2014 (continued)
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- Figure 114: Factors influencing choice of dishwasher detergent, by frequency of using the dishwasher, February 2014
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Appendix – The Consumer – Attitudes towards Dishwashing and Dishwashers
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- Figure 115: Attitudes towards dishwashing and dishwashers, February 2014
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- Figure 116: Attitudes towards dishwashing and dishwashers, by demographics, February 2014
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- Figure 117: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
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- Figure 118: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
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- Figure 119: Attitudes towards dishwashing and dishwashers, by proportion of households with a dishwasher, February 2014
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- Figure 120: Attitudes towards dishwashing and dishwashers, by frequency of using the dishwasher, February 2014
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