What you need to know

While dishwashing product sales have outpaced those of most other household care product categories in recent years, category growth slowed in 2014, indicating that price competition has grown more intense. Accelerating sales growth beyond this modest pace may require more compelling new product launches in both segments. Dishwashing liquid brands’ efforts to expand usage beyond dishes could also help to accelerate sales gains.

Definition

This report builds on the analysis presented in Mintel’s Dishwashing Products – US, May 2014 and reports of the same title published in May 2013, April 2012, and April 2011.

For the purposes of this report, Mintel defines dishwashing products as follows:

  • dishwashing liquid for hand-washing dishes

  • detergent for automatic dishwashers

  • rinse aids for automatic dishwashers.

This report excludes towels, scrubbers, and other tools used for cleaning.

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