“The dishwashing products market has maintained stable growth over the past few years, with the future growth trend expected to continue at similar pace. The development of online retail channels and the expansion of modern trade have widened people’s choice and enabled regional and international brands to connect with a larger consumer base. In addition, rapid urbanisation and a rise in disposable income along with the government’s facilitation for natural, biodegradable surfactant pave the way for further demand.
As competition intensifies, multi-dimensional products focusing on effective cleaning, ease of use, and natural and chemical free ingredients will gain competitive edge. Furthermore, brands can adopt category blurring concepts to spur excitement for trial and delve into specialised dishwashing detergent products to prompt additional usage occasions.
Emotion-driven product innovations leveraging scent and package varieties satisfy consumers’ experiential consumption mindset, while multi-pack bundling with bulk discount is an effective online promotional strategy to encourage trial of expensive dishwashing detergent products with premium prices.
Definition
This market comprises all products for hand and machine dishwashing. Market sizes are based on sales through all retail outlets and direct to consumer.
Hand dishwashing detergents include liquid and other formats.
Machine dishwashing detergents include powder, tablets, capsules, liquid and gel formats.
Report structure
The report features six sections (Executive Summary, Issues and Insights, Trend Application, Market, Companies and Brands, Consumer) and an Appendix. The Appendix contains the full consumer survey and demographic data.
Methodology
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online to explore consumer attitudes towards dishwashing detergent products.
Fieldwork was conducted in February 2014, in four tier one cities and six tier two and three cities of 3,000 adults aged 20-49. The tier one cities are Beijing, Shanghai, Guangzhou, and Chengdu. The tier two and three cities are Qingdao, Tangshan, Ningbo, Suzhou, Changsha, and Luoyang.
Unless otherwise stated, photographs in this report were taken by Mintel analysts.
