What you need to know

The rise of the discount grocers and subsequent competitive pricing from supermarkets continues to contribute to a dishwashing products market that is in decline: value sales fell by almost 3% in 2015 to £482 million, with a further drop to £468 million expected for 2016.

Leading brands Fairy and Finish were particularly active in 2015, boosting overall category NPD and advertising spend. However, the category could benefit from increased competition from challenger brands to keep consumers engaged, such as by offering greater focus on fragrance innovation in both machine- and hand dishwashing segments.

Products covered in this report

For the purposes of this Report, Mintel has used the following definitions:

Hand-dishwashing detergents

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

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

Dishwasher detergents

  • 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.

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