Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
- Companies and brands
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- Figure 2: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
- The consumer
- The majority of dishwasher owners have low usage rates
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- Figure 3: Dishwasher ownership and dishwashing habits, November 2018
- Dishwasher detergents not used by all dishwasher owners
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- Figure 4: Dishwashing products used in the last six months, November 2018
- Dishwasher detergent consumers need guidance
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- Figure 5: Dishwasher detergent used in the last six months, November 2018
- Limited variety among consumers regarding cleaning power
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- Figure 6: Claims associated with strong cleaning power, November 2018
- Informed consumers associate ingredients with product safety
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- Figure 7: Features associated with safety, November 2018
- Offline channels still the main competitive battlefield
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- Figure 8: Purchase channel of dishwashing products, November 2018
- Safety and ingredients are the top two value-adding features
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- Figure 9: Factors consumers would be willing to pay extra for, November 2018
- What we think
Issues and Insights
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- Transforming dishwashing habits with the adoption of dishwashers
- The facts
- The implications
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- Figure 10: Example of dishwasher tablet designed for small dishwashers, 2018
- Priority claims to communicate safety and cleaning power
- The facts
- The implications
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- Figure 11: Examples of products with ‘better ingredients’ demonstrating safety, China and New Zealand, 2018
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- Figure 12: Examples of hand washing products with dish-caring features, France and Denmark, 2018
- Figure 13: Examples of dishwashing detergent with specific tough stains removal, Spain and Germany, 2017-18
- Hybrid online/offline channels for purchasing dishwashing products
- The facts
- The implications
The Market – What You Need to Know
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- Mature market with easing growth rate
- Growth supported by trading up and e-commerce
Market Size and Forecast
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- Market eases into steady growth
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- Figure 14: Market value and annual growth of dishwashing products, China, 2016-2018
- Dishwasher detergents’ potential still unfulfilled
- Online channels and product premiumisation support future growth
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- Figure 15: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
Market Factors
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- Increasing household disposable incomes and expenditures
- Consumers trading up for better life quality
- E-commerce expands competitive battle ground
- Environmental regulations eliminating inferior products
- Standardisation of food-grade dishwashing products
Key Players – What You Need to Know
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- Further concentrated market with intense competition
- Costly competition with endorsements and cost-effective free trials
- Innovation focused on formulas
Market Share
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- The dishwashing market became further concentrated in 2018
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- Figure 16: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
- Online channels rejuvenate sales
- Finish still leading brands in dishwasher detergents
- Brand aging dragging down sales
Competitive Strategies
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- Association with cooking scenarios
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- Figure 17: Liby advertisement in ‘Chinese restaurant’ TV variety show, 2017
- Trusted domestic household care brand leverages cultural pride
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- Figure 18: Nice Group 50th anniversary campaign, 2018
- Co-branding with dishwashers for awareness and trial
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- Figure 19: Finish and Jianjing with dishwasher brands, 2018
Who’s Innovating?
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- Innovation still focused on hand washing products in China
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- Figure 20: New dishwashing product launches, by sub-category, China US, and UK, 2017–18
- Dishwasher detergents are cherished more by imported and smaller domestic brands
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- Figure 21: Examples of new dishwasher detergents, China, 2017-18
- New products further enhanced on ethical, natural, and convenience
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- Figure 22: Top 20 claims of new dishwashing product launches, China, 2017-18
- Leveraging natural add-ins for better associations
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- Figure 23: Examples of new natural add-ins, China, 2017-18
- New formulas demonstrate superiority
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- Figure 24: Examples of new natural formulas, China and South Korea, 2017-18
- Figure 25: Examples of amino acid and micellar formulas, China and Croatia, 2017-18
- Kind to hands and dermatologically tested
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- Figure 26: Example of kind to hands dishwashing products, China and Russia, 2018
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- Figure 27: Examples of dermatologically tested dishwashing products, Canada and Germany, 2017-18
- Environmentally friendly formulas with no harsh chemicals
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- Figure 28: Examples of products with environmentally friendly formulas and no harsh chemicals, China, UK, Australia, and New Zealand, 2018
- Environmentally friendly packaging
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- Figure 29: Examples of products with environmentally friendly packaging, China, South Korea, Italy, and UK, 2017-18
The Consumer – What You Need to Know
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- 25% of respondents have a dishwasher at home
- 17% of dishwasher owners not using dishwasher detergent
- All-in-one products require more market education
- Cleaning power still comes down to tough stains and grease removal
- Food grade feature accepted by consumers as a safety indicator
- Online channels have a 70% penetration rate
- Safety and ingredients are the top two value-added factors
Dishwasher Ownership and Dishwashing Habits
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- One quarter of respondents have a dishwasher
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- Figure 30: Dishwasher ownership and dishwashing habits, November 2018
- Frequent dishwasher users skew to affluent households
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- Figure 31: Dishwasher ownership and Dishwashing habits, by monthly household income, November 2018
- Younger consumers use dishwashers less frequently
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- Figure 32: Dishwasher ownership and dishwashing habits, by age, November 2018
- Active market in lower tier cities
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- Figure 33: Dishwasher ownership and dishwashing habits, by city tier, November 2018
Dishwashing Product Usage
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- Not all dishwasher owners use dishwasher detergent…
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- Figure 34: Dishwashing products used in the last six months, November 2018
- ...and price is not the only barrier
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- Figure 35: Dishwasher detergent penetration rate, by monthly household income, November 2018
- Some frequent dishwasher users not using dishwasher detergent
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- Figure 36: Dishwasher detergent penetration rate, by dishwashing habits, November 2018
Dishwasher Detergent Usage
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- Liquid/gel is the most used dishwasher detergent format
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- Figure 37: Dishwasher detergent used in the last six months, November 2018
- Product-exploring consumers
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- Figure 38: Dishwasher detergent used in the last six months, by dishwashing habit, November 2018
- Young consumers are core ancillaries users
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- Figure 39: Dishwasher detergent used in the last six months, by age, November 2018
- Opportunities for dishwasher cleaners
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- Figure 40: Dishwasher detergent used in the last six months, by repertoire, November 2018
Claims Associated with Strong Cleaning Power
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- Tough stains and grease removal associated with strong cleaning power
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- Figure 41: Claims associated with strong cleaning power, November 2018
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- Figure 42: Examples of dishwashing detergents with heavy grease removal and high efficiency formulas, China, 2017-18
- Affluent consumers want more efficiency and stain removal power
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- Figure 43: Claims associated with strong cleaning power, by monthly household income, November 2018
- Cold water performance sought by lower household income consumers
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- Figure 44: Example of dishwashing detergent with cold water grease removal claim, China, 2018
Features Associated with Safety
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- Consumers fear chemicals and demand hand care
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- Figure 45: Features associated with safety, November 2018
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- Figure 46: Example of product with clear ingredients names, percentages, and explanations, Finland, 2019
- Older consumers appreciate natural ingredients more
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- Figure 47: Features associated with safety, by age, November 2018
- Simple ‘no harm to hands’ claims not enough for affluent consumers
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- Figure 48: Features associated with safety, by monthly household income, November 2018
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- Figure 49: Example of ‘fragrance-free’, ‘clean packaging’ product, China, 2019
Purchase Channel
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- Supermarkets and hypermarkets are still the top channel
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- Figure 50: Purchase channels of dishwashing products, November 2018
- High-end supermarkets even appeal to lower income consumers
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- Figure 51: Purchase channels of dishwashing products, by monthly household income, November 2018
- Older consumers also buy online
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- Figure 52: Top four purchase channels of dishwashing products, by age, November 2018
Factors Worth Paying Extra for
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- Safety comes first, ethicalness ranks higher than cleaning power
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- Figure 53: Factors consumers would be willing to pay extra for, November 2018
- Affluent consumers appreciate advanced formats, packaging and scent
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- Figure 54: Factors consumers would be willing to pay extra for, by monthly household income, November 2018
Meet the Mintropolitans
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- Higher usage rate of dishwashers among Mintropolitans
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- Figure 55: Dishwasher ownership and dishwashing habits, by consumer classification, November 2018
- Greater willingness to pay more for ingredients, eco-friendly, and concentrated products
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- Figure 56: Factors consumers would be willing to pay extra for, by consumer classification, November 2018
- Higher safety requirements among Mintropolitans
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- Figure 57: Features associated with safety, by consumer classification, November 2018
- Mintropolitans seek better products through more channels
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- Figure 58: Purchase channels of dishwashing products, by consumer classification, November 2018
Appendix – Market Size and Forecast
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- Figure 59: Total value sales of dishwashing market, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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