Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Hand dishwashing detergents
- Dishwasher detergents
- Excluded
Executive Summary
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- The market
- Value decline for dishwashing category
- Inflation expected to support value sales
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- Figure 1: Forecast of UK retail value sales of dishwashing products, 2011-21
- Hand dishwashing sees steepest fall
- Dishwasher tablets dominated segment
- Supermarkets remain the strongest channel
- UK dishwasher ownership lags behind other countries
- Companies and brands
- Fairy and Finish continue to dominate market
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- Figure 2: Manufacturers’ shares of value sales of dishwashing products, 2016/17
- Dishwashing innovation declines
- Green launches from Waitrose and Seventh Generation
- Adspend hits four-year high
- Fairy enjoys strong brand image, Finish scores well on performance
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- Figure 3: Attitudes towards and usage of selected brands, March 2017
- The consumer
- Washing-up liquid is universally used and purchased
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- Figure 4: Usage and purchase of washing-up liquid, March 2017
- Dishwasher tablets and capsules dominate
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- Figure 5: Usage and purchase of dishwasher products, March 2017
- High level of loyalty in dishwashing category
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- Figure 6: Purchase habits for washing-up liquid, March 2017
- Figure 7: Purchase habits for dishwasher detergents, March 2017
- Free samples are key to encouraging switching
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- Figure 8: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
- Figure 9: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
- Price is key factor for those shopping around
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- Figure 10: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
- Figure 11: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
- Ultra-concentrated washing-up liquids and no-drip caps garner interest
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- Figure 12: Purchase behaviours for dishwashing products, March 2017
- Confidence is high in dishwasher care knowledge
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- Figure 13: Attitudes towards dishwasher products, March 2017
- What we think
Issues and Insights
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- Disrupting savvy shopping habits
- The facts
- The implications
- Balancing the all-in-one positioning with ancillary use
- The facts
- The implications
The Market – What You Need to Know
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- Value decline for dishwashing category
- Inflation expected to support value sales
- Hand dishwashing sees steepest fall
- Dishwasher tablets dominated segment
- Supermarkets remain the strongest channel
- UK dishwasher ownership lags behind other countries
Market Size and Forecast
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- Value decline continues for dishwashing category
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- Figure 14: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
- Inflation expected to support value sales
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- Figure 15: Forecast of UK retail value sales of dishwashing products, 2011-21
- Forecast methodology
Market Segmentation
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- Fall in hand dishwashing sales
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- Figure 16: UK retail value sales of dishwashing products, by segment, 2015 and 2016
- Machine dishwashing sees sales dip
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- Figure 17: UK retail value sales of machine dishwashing products, by sub-segment, 2015 and 2016
Channels to Market
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- Supermarkets remain the strongest channel
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- Figure 18: UK retail value sales of dishwashing products, by outlet type, 2014-16
- Amazon Dash launches for Fairy and Finish
Market Drivers
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- UK dishwasher ownership lags behind other countries
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- Figure 19: Ownership of dishwashers in selected European countries and the US, UK – March 2017, France, Germany, Italy and Spain – July 2016, and the US – November 2016
- Population growth should underpin demand for dishwashing products…
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- Figure 20: UK households, by size, 2011-21
- …but shrinking household size will put pressure on dishwasher market
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- Figure 21: Dishwasher ownership, by household size, March 2017
- Rental market supresses growth potential for dishwashers
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- Figure 22: Dishwasher ownership, by housing situation, March 2017
- Brexit spells end of deflation and growing real consumer incomes
- Dented consumer confidence could increase dine-in occasions
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- Figure 23: Dishwasher ownership, by financial situation, March 2017
- EU phosphate ban comes into action
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- Figure 24: Share of automatic dishwasher detergent launches in the UK market containing phosphorus compounds, 2012-16
- 2017 deadline for CLP regulation compliancy looms
- Implications of Brexit on product regulations
Companies and Brands – What You Need to Know
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- Fairy and Finish continue to dominate market
- Dishwashing innovation declines
- Green launches from Waitrose and Seventh Generation
- Adspend hits four-year high
- Fairy enjoys strong brand image, Finish scores well on performance
Market Share
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- Dominance of P&G and RB continues
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- Figure 25: Manufacturers’ shares of value sales of dishwashing products, 2016/17*
- Finish sees market share slip in machine dishwashing
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- Figure 26: Leading brands’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
- Fairy extends lead in hand dishwashing
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- Figure 27: Leading brands’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
Launch Activity and Innovation
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- Dishwashing product launches decline
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- Figure 28: Share of new product launches in the UK dishwashing products market, by sub-segment, 2013-17
- P&G strengthens lead in NPD
- Reckitt Benckiser relaunches Finish as Super Charged
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- Figure 29: Share of new product launches in the UK dishwashing products market, by top 10 companies (sorted by 2016), 2013-17
- Spontex crosses over into dishwashing
- Ethical claims are becoming the norm
- Waitrose launches Waitrose ECOlogical range
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- Figure 30: Leading claims in the UK dishwashing products market, by top 10 claims (sorted by 2016), 2013-17
- Method unveils colourful packaging collaborations
- Lemon continues to lead in fragrances
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- Figure 31: Leading fragrances in the UK dishwashing products market, by top 10 fragrances (sorted by 2016), 2013-17
Advertising and Marketing Activity
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- Adspend hits four-year high
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, 2013-17
- Top advertiser P&G ups spend
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top five advertisers (sorted by 2016), 2013-17
- RB steps back on adspend
- Two new Finish adverts in 2017
- Discounters highlight value
- Ecover continues ocean plastic campaign
- Method launches colourful #themethodway campaign
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, March 2017
- Key brand metrics
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- Figure 35: Key metrics for selected brands, March 2017
- Brand attitudes: Fairy excels on trust, quality and reputation
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- Figure 36: Attitudes, by brand, March 2017
- Brand personality: Ecover leads on ethics
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- Figure 37: Brand personality – Macro image, March 2017
- Fairy and Finish are viewed as reliable and effective
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- Figure 38: Brand personality – Micro image, March 2017
- Brand analysis
- Fairy enjoys advantage across most metrics
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- Figure 39: User profile of Fairy, March 2017
- Finish scores well on performance
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- Figure 40: User profile of Finish, March 2017
- Persil’s presence in laundry gives it strong brand image
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- Figure 41: User profile of Persil, March 2017
- Aldi’s Magnum scores high on value
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- Figure 42: User profile of Aldi Magnum, March 2017
- Ecover’s ethical credentials are widely recognised
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- Figure 43: User profile of Ecover, March 2017
The Consumer – What You Need to Know
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- Washing-up liquid is universally used and purchased
- Dishwasher tablets and capsules dominate
- High level of loyalty in dishwashing category
- Free samples are key to encouraging switching
- Price is key factor for those shopping around
- Ultra-concentrated washing-up liquids and no-drip caps garner interest
- Confidence is high in dishwasher care knowledge
Usage and Purchasing of Dishwashing Products
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- Washing-up liquid is universally used and purchased
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- Figure 44: Usage and purchase of washing-up liquid, March 2017
- Extensive crossover across washing-up liquid and dishwasher products
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- Figure 45: Crossover in usage and purchase of washing-up liquid and dishwasher products, March 2017
- Dishwasher tablets and capsules dominate
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- Figure 46: Usage and purchase of dishwasher products, March 2017
- Under-45s are less likely to use ancillaries
Purchase Habits for Dishwashing Products
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- The majority are brand-loyal when buying washing-up liquid
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- Figure 47: Purchase habits for washing-up liquid, March 2017
- Half of dishwasher detergent buyers are brand-loyal
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- Figure 48: Purchase habits for dishwasher detergents, March 2017
- Family lifestage prompts shopping around
Prompts for Switching Dishwashing Products
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- Free samples are key to encouraging switching
- Trial-sized packs should reduce risk of experimentation
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- Figure 49: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
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- Figure 50: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
- Promotions provide prompt to many
- Recommendations from friends and family important
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- Figure 51: Screengrab from the Savvy Circle subsection on supersavvyme.co.uk, April 2016
Factors Influencing Choice of Dishwashing Products
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- Savvy shopping habits are well established in category
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- Figure 52: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
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- Figure 53: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
- All-in-one and added benefits are ingrained in dishwasher products
- Antibacterial and skin-friendly properties hold sway in washing-up liquid
- Fragrance innovations can encourage experimentation
Purchase Behaviours for Dishwashing Products
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- Demand for ultra-concentrated washing-up liquids
- No-drip caps garner interest
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- Figure 54: Purchase behaviours for dishwashing products, March 2017
- Consumers are encouraged by quality awards
- Scope for household care brands to expand into dishwashing
- The young and affluent are more likely to look for eco-friendly products
Attitudes towards Dishwasher Products
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- Confidence is high in dishwasher care knowledge
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- Figure 55: Attitudes towards dishwasher products, March 2017
- Pre-rinsing habits persist
- Performance issues remain
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
- Total market forecast
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- Figure 56: UK retail value sales of dishwashing products, best- and worst-case forecast, 2016-21
- Hand dishwashing segment forecast
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- Figure 57: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2011-21
- Figure 58: Forecast of UK retail value sales of hand dishwashing products, 2011-21
- Figure 59: UK retail value sales of hand dishwashing products, best- and worst-case forecast, 2016-21
- Machine dishwashing segment forecast
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- Figure 60: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2011-21
- Figure 61: Forecast of UK retail value sales of machine dishwashing products, 2011-21
- Figure 62: UK retail value sales of machine dishwashing products, best- and worst-case forecast, 2016-21
Appendix – Market Share
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- Figure 63: Leading manufacturers’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
- Figure 64: Leading manufacturers’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
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Appendix – Launch Activity and Innovation
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- Figure 65: Share of new product launches in the UK dishwashing products market, by launch type, 2013-17
- Figure 66: Share of new product launches in the UK dishwashing products market, by branded and private label, 2013-17
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- Figure 67: Share of new product launches in the UK automatic dishwashing segment, by format, 2013-17
- Figure 68: Use of ‘dermatologically tested’ and ‘antibacterial’ claims in the UK hand dishwashing products market, 2013-17
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