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
- Dishwasher category enters third year of decline
- Decline in value sales expected to continue
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- Figure 1: Forecast of UK retail value sales of dishwashing products, 2012-22
- Hand dishwashing sales fall at a faster rate than the overall market
- Grocery multiples retain the lion’s share of sales
- Growing number of small household sizes will pose a challenge
- Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
- Companies and brands
- P&G and Reckitt Benckiser responsible for nearly three quarters of sales
- Fairy continues to dominate in hand dishwashing products
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- Figure 2: Leading brands’ shares of value sales of hand dishwashing products, 2017/18*
- Total product launches reach four-year high
- Rise in launch of baby bottle cleaners
- Ecover adds bottle made from 50% recycled ocean plastic; P&G plans to launch Fairy Ocean Plastics
- Adspend remains high
- P&G spends heavily on Fairy
- Fairy is the most trusted brand; Ecover carries the most ethical image
- The consumer
- Washing-up liquid is used and purchased universally
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- Figure 3: Usage and purchase of washing-up liquid, February 2018
- All-in-one dishwasher tablets/capsules dominate
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- Figure 4: Usage of dishwasher products, February 2018
- Myths surrounding dishwashing machines still prevalent among consumers
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- Figure 5: Attitudes towards dishwashing products, February 2018
- Young ABs are most interested in allergen-free washing-up liquid
- Opportunity for two-in-one multipurpose washing-up products
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- Figure 6: Dishwasher-related behaviours, February 2018
- Fully recyclable packaging is the top preference
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- Figure 7: Packaging preferences for dishwasher products, February 2018
- Child-safe packaging is lacking in the dishwasher products market
- Standard brands are the most closely associated with positive attributes
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- Figure 8: Correspondence analysis – Dishwashing products, February 2018
- What we think
Issues and Insights
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- Responding to demographic shifts is vital for market
- The facts
- The implications
- Opportunity for companies to address plastic packaging concerns
- The facts
- The implications
- Cost of eco-friendly dishwashing products can curb usage
- The facts
- The implications
The Market – What You Need to Know
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- Dishwasher category enters third year of decline
- Decline in value sales expected to continue
- Hand dishwashing sales fall at a faster rate than the overall market
- Grocery multiples retain the lion’s share of sales
- Growing number of small household sizes will pose a challenge
- Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
Market Size and Forecast
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- Dishwasher category enters third year of decline
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- Figure 9: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2012-22
- Decline in value sales expected to continue
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- Figure 10: Forecast of UK retail value sales of dishwashing products, 2012-22
- Decline in hand dishwashing segment is expected to slow
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- Figure 11: Forecast of UK retail value sales of hand dishwashing products, 2012-22
- Forecast methodology
Market Segmentation
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- Hand dishwashing sales fall at a faster rate than the overall market
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- Figure 12: UK retail value sales of dishwashing products, by segment, 2016 and 2017
- Downward sales trajectory continues for machine dishwashing
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- Figure 13: UK retail value sales of machine dishwashing products, 2016 and 2017
Channels to Market
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- Grocery multiples retain the lion’s share of sales
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- Figure 14: UK retail value sales of dishwashing products, by outlet type, 2015-17
Market Drivers
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- Growing number of small household sizes will pose a challenge
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- Figure 15: UK households, by size, 2012-22
- Rental market suppresses growth for dishwashers
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- Figure 16: Dishwasher ownership, by housing situation, February 2018
- Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
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- Figure 17: Dishwasher ownership, by financial situation, February 2018
- Reducing plastic packaging waste could boost use of refillable containers and dishwashing requirements
- SC Johnson acquisition suggests growth potential for “green” dishwashing products
Companies and Brands – What You Need to Know
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- P&G and Reckitt Benckiser responsible for nearly three quarters of sales
- Fairy continues to dominate in hand dishwashing products
- Total product launches reach four-year high
- Rise in launch of baby bottle cleaners
- Ecover adds bottle made from 50% recycled ocean plastic; P&G plans to launch Fairy Ocean Plastics
- Adspend remains high
- P&G spends heavily on Fairy
- Fairy is the most trusted brand; Ecover carries the most ethical image
Market Share
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- P&G and Reckitt Benckiser responsible for nearly three quarters of sales
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- Figure 18: Manufacturers’ shares of value sales of dishwashing products, 2017/18*
- Own-label gains share in hand dishwashing products
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- Figure 19: Leading brands’ value sales and shares of hand dishwashing products, 2016/17 and 2017/18
- Downward trajectory continues for machine dishwashing market leaders
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- Figure 20: Leading brands’ value and shares of machine dishwashing products, 2016/17 and 2017/18
Launch Activity and Innovation
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- Total product launches reach four-year high
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- Figure 21: Share of NPD in the UK dishwashing products market, by sub-segment, January 2014-April 2018
- Own-label gains share of new product launches
- Significant drop in NPD from P&G
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- Figure 22: Share of NPD in the UK dishwashing products market, by top 10 companies (sorted by 2017), January 2014-April 2018
- Rise in launch of baby bottle cleaners
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- Figure 23: Examples of baby bottle cleaner launches, 2017
- Brands make pledges on plastic packaging
- Ecover adds bottle made from 50% recycled ocean plastic
- P&G plans to launch limited edition Fairy Ocean Plastics
- Bottles remain a favourite among brands, but pouches gain momentum
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- Figure 24: NPD in the UK dishwashing products market, by package type, January 2014-April 2018
Advertising and Marketing Activity
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- Adspend remains high
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- Figure 25: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, January 2014-April 2018
- P&G spends heavily on Fairy
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top five advertisers (sorted by 2017), January 2014-April 2018
- P&G supports launch of Fairy with Lift Action with TV ad
- RB steps back on spend for second year running
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- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top three brands (sorted by 2017), January 2014-April 2018
- Ecover promotes its fully recycled washing-up range with outdoor activation
- Nielsen Ad Intel coverage
Brand Research
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- What you need to know
- Brand map
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- Figure 28: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 29: Key metrics for selected brands, April 2018
- Brand attitudes: Fairy is the most trusted brand, seen to have consistently high quality
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- Figure 30: Attitudes, by brand, April 2018
- Brand personality: Ecover carries the most ethical image
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- Figure 31: Brand personality – Macro image, April 2018
- Fairy and Persil seen to be the most reliable and effective
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- Figure 32: Brand personality – Micro image, April 2018
- Brand analysis
- Fairy is the most positively viewed brand
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- Figure 33: User profile of Fairy, April 2018
- Finish scores well on effectiveness and high performance
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- Figure 34: User profile of Finish, April 2018
- Persil has a strong family image
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- Figure 35: User profile of Persil, April 2018
- Method has strong ethical associations
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- Figure 36: User profile of Method, April 2018
- Ecover has the most natural image
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- Figure 37: User profile of Ecover, April 2018
The Consumer – What You Need to Know
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- Washing-up liquid is used and purchased universally
- All-in-one dishwasher tablets/capsules dominate
- Myths surrounding dishwashing machines still prevalent among consumers
- Young ABs are most interested in allergen-free washing-up liquid
- Opportunity for two-in-one multipurpose washing-up products
- Fully recyclable packaging is the top preference
- Child-safe packaging is lacking in the dishwasher products market
- Standard brands are the most closely associated with positive attributes
Usage and Purchasing of Dishwashing Products
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- Washing-up liquid is used and purchased universally
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- Figure 38: Usage and purchase of washing-up liquid, February 2018
- Less than half of consumers own a dishwasher
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- Figure 39: Dishwasher machine ownership, February 2018
- All-in-one dishwasher tablets/capsules dominate
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- Figure 40: Usage of dishwasher products, February 2018
Attitudes towards Dishwashing Products
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- Myths surrounding dishwashing machines still prevalent among consumers
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- Figure 41: Attitudes towards dishwashing products, February 2018
- Remnants-free washing-up liquid holds appeal
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- Figure 42: Examples of washing-up liquid bottles with pumps, 2017
- Fragrance of washing-up liquid is important to women and under-35s
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- Figure 43: Examples of washing-up liquid fragrances from Ecover, 2017
- Packaging type can have an influence on cleaning performance perceptions
- Young ABs are most interested in allergen-free washing-up liquid
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- Figure 44: Dishwashing products – CHAID – Tree output, February 2018
Dishwasher-related Behaviours
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- Opportunity for two-in-one multipurpose washing-up products
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- Figure 45: Dishwasher-related behaviours, February 2018
- Strong interest in bulk buying dishwasher products online
- The eco-friendly dishwasher setting is widely used by consumers
Packaging Preferences for Dishwasher Products
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- Fully recyclable packaging is the top preference
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- Figure 46: Packaging preferences for dishwasher products, February 2018
- Packaging that dissolves in the wash is an underexplored area
- Packaging made from ocean plastics interests a quarter of buyers
- Child-safe packaging is lacking in the dishwasher products market
Qualities Associated with Different Types of Dishwasher Detergents
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- Standard brands are the most closely associated with positive attributes
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- Figure 47: Correspondence analysis – Dishwashing products, February 2018
- Eco-friendly brands outperform others with environmental associations
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- Figure 48: Qualities associated with different types of labels in the dishwashing market, February 2018
- A fifth associate retailer own-labels with a poor cleaning performance
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- CHAID methodology
- Correspondence analysis methodology
Appendix – Market Size and Forecast
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- Total market forecast
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- Figure 49: UK retail value sales of dishwashing products, best- and worst-case forecast, 2017-22
- Hand dishwashing segment forecast
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- Figure 50: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2012-22
- Figure 51: UK retail value sales of hand dishwashing products, best- and worst-case forecast, 2017-22
- Machine dishwashing segment forecast
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- Figure 52: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2012-22
- Figure 53: Forecast of UK retail value sales of machine dishwashing products, 2012-22
- Figure 54: UK retail value sales of machine dishwashing products, best- and worst-case forecast, 2017-22
Appendix – Market Share
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- Figure 55: Leading brands’ value sales and shares of dishwashing products, 2016/17 and 2017/18
- Figure 56: Leading manufacturers’ value sales and shares of dishwashing products, 2016/17 and 2017/18
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- Figure 57: Leading manufacturers’ value sales and shares of hand dishwashing products, 2016/17 and 2017/18
- Figure 58: Leading manufacturers’ value sales and shares of machine dishwashing products, 2016/17 and 2017/18
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Appendix – Launch Activity and Innovation
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- Figure 59: Share of NPD in the UK dishwashing products market, by launch type, January 2014-April 2018
- Figure 60: NPD in the UK dishwashing products market, branded vs own-label, January 2014-April 2018
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- Figure 61: Share of NPD in the UK automatic dishwashing products market, by format type, January 2014-April 2018
- Figure 62: Share of NPD in the UK hand dishwashing products market carrying product tested claims, January 2014-April 2018
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Appendix – Advertising and Marketing Activity
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- Figure 63: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by media type, January 2014-April 2018
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Appendix – The Consumer
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- Figure 64: Repertoire of dishwasher detergent products bought in the last 6 months, February 2018
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- Figure 65: Dishwasher ownership, by age, February 2018
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- Figure 66: Target groups based on attitudes towards washing-up liquid – CHAID – Table output, February 2018
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- Figure 67: Target groups based on agreement with behavioural statements – CHAID – Table output, February 2018
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