Table of Contents
Executive Summary
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- The issues
- Slow growth seen in a highly established sector
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- Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
- Dishwashing liquid makes up the majority of category sales
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- Figure 2: Segment share of dishwashing products, at current prices, 2015
- Few organic growth opportunities seen
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- Figure 3: Dishwasher ownership, 2010-15
- The opportunities
- Appeal to parents by thinking green
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- Figure 4: Dishwashing product purchase influencers, by select demographics, March 2016
- The smell of success
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- Figure 5: Attitudes and behaviors toward hand washing dishes, by select demographics, March 2016
- Get rid of germs
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- Figure 6: Interest in dishwashing product innovation, by select demographics, March 2016
- What it means
The Market – What You Need to Know
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- Modest growth in a stable category
- Liquid’s in the lead
- Growth over dishwasher products stabilizes
Market Size and Forecast
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- New products could encourage modest growth
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- Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
- Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2010-20
Market Breakdown
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- Dishwashing liquid remains in the lead
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- Figure 9: Segment share of dishwashing products, at current prices, 2015
- Dishwasher product sales comparatively flat
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- Figure 10: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-15
Market Factors
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- Dishwasher ownership stays stable
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- Figure 11: Dishwasher ownership, 2010-15
- Renting is on the rise
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- Figure 12: Dishwashing product purchases, by primary residence, March 2016
- Dining out grows
Key Players – What You Need to Know
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- A highly consolidated market
- A new Dawn
- Eco-friendly products a new focus
- New ways to buy
Manufacturer Sales of Dishwashing Products
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- P&G prevails
- Colgate continues to struggle
- Reckitt begins to stabilize
- Manufacturer sales of dishwashing products
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- Figure 13: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Dawn still does it
- It’s easier being green
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- Figure 14: MULO sales of select eco-friendly dishwashing products, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- Be honest
- Be gentle
What’s Next?
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- Sippy-cup safe
- At the push of a button
The Consumer – What You Need to Know
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- Liquid’s in the lead
- Price, cleaning power pack the biggest punch
- Dawn dominates
- Young men more open to experimentation and innovation
- Antibacterial features attract interest
Dishwashing Products Purchased
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- Dishwashing liquid most popular item
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- Figure 15: Dishwashing product purchases, March 2016
- Children in home a purchase driver
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- Figure 16: Dishwashing product purchases, by presence of children in home, by age, March 2016
- Whites, Hispanics largest buyers of dishwasher products
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- Figure 17: Dishwashing product purchases, by race/Hispanic origin, March 2016
Purchase Influencers
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- Price, cleaning power critical drivers of purchase
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- Figure 18: Dishwashing product purchase influencers, March 2016
- Higher-income consumers value brand, eco-friendliness
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- Figure 19: Dishwashing product purchase influencers, by household income, March 2016
- Parents care less about price
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- Figure 20: Dishwashing product purchase influencers, by presence of children in the household, by age, March 2016
- Older consumers most interested in cleaning power
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- Figure 21: Dishwashing product purchase influencers, by gender and age, March 2016
Brand Perceptions
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- Dawn leads in brand loyalty
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- Figure 22: Correspondence analysis – Brand perceptions, March 2016
Attitudes and Behaviors toward Washing Dishes
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- One third of users prefer hand washing
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- Figure 23: Attitudes and behaviors toward hand washing dishes, March 2016
- Younger men more adventurous
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- Figure 24: Attitudes and behaviors toward hand washing dishes, by gender and age, March 2016
Attitudes and Behaviors toward Using a Dishwasher
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- Prewashing is the norm
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- Figure 25: Attitudes and behaviors toward using a dishwasher, March 2016
- Affluent consumers use dishwashers to the fullest
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- Figure 26: Attitudes and behaviors toward using a dishwasher, by household income, March 2016
- Younger men could benefit from high-performance products
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- Figure 27: Attitudes and behaviors toward using a dishwasher, by gender and age, March 2016
- Hispanics less likely to prewash
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- Figure 28: Attitudes and behaviors toward using a dishwasher, by race/Hispanic origin, March 2016
Interest in Product Innovation
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- Antibacterial features of greatest interest
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- Figure 29: Interest in dishwashing product innovation, March 2016
- Parents of younger children seek innovation
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- Figure 30: Interest in dishwashing product innovation, by presence of children in the home, by age, March 2016
- Younger men very open to innovation
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- Figure 31: Interest in dishwashing product innovation, by gender and age, March 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 32: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2010-20
- Figure 33: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-20
- Figure 34: Total US retail sales and market share of dishwashing products, by segment, at current prices, 2013 and 2015
- Figure 35: Total US retail sales of dishwashing products, by channel, at current prices, 2010-15
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- Figure 36: Total US retail sales and market share of dishwashing products, by channel, at current prices, 2013 and 2015
- Figure 37: Total US revenues and forecast for restaurants and other eating places, at inflation-adjusted prices, 2010-20
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Appendix – Key Players
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- Figure 38: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 39: MULO sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2015 and 2016
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Appendix – Consumer
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- Correspondence analysis methodology
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- Figure 40: Brand perceptions, March 2016
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