Sales of dishwashing products were worth £495 million in 2014, virtually unchanged from 2013, with the machine dishwashing sector providing a boost to spending through higher average transaction values, in contrast to falling sales of hand-dishwashing products that were hit by falling volumes and price competition between retailers.

Growth in value sales of hand-dishwashing products will come through increases in household numbers and the development of added-value products to cater for the key factors important to buyers of washing-up liquid. By contrast, brands in dishwasher products have an opportunity to add value not only through new product formulations and additives, but also through attracting new dishwasher users.

This report examines the UK market for dishwashing products, including washing-up liquids, dishwasher detergents and additives, looking at consumer purchasing, factors influencing choice, interest in product features and benefits, and behaviour and attitudes most likely to influence product development and marketing going forward.

• products formulated for dishwashing by hand, including regular and antibacterial variants

• pre-wash, spray-on products such as Fairy Power Spray.

• products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids

• ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products.

• dishcloths, sponges, scouring products, washing-up tools and rubber gloves, which are covered in Mintel’s Household Cleaning Equipment – UK, September 2014 report.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Household Goods deflator.

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