Table of Contents
Executive Summary
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- The market
- Price competition with flat volumes projected for 2018-23
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- Figure 1: UK retail value sales of dishwashing products, 2013-23
- Machine dishwashing products dominate value sales
- Grocers dominate sales of dishwashing products
- Dishwasher ownership rises
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- Figure 2: Dishwasher ownership, UK vs selected European countries – UK, March 2019; France, Germany, Italy and Spain, 2018 (various months)
- Companies and brands
- Procter & Gamble and Reckitt Benckiser continue to dominate sales
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- Figure 3: Leading brand owners’ share of the UK dishwashing products market, by value, 2018/19*
- Hand dishwashing products retain their lead on launch activity in 2018
- Advertising spend falls in 2018
- Fairy is the most widely seen as high quality, efficient and effective
- The consumer
- Usage of washing-up liquid is near universal
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- Figure 4: Usage of washing-up liquid, March 2019
- All-in-one tablets/capsules are the most widely used dishwasher product
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- Figure 5: Usage of dishwasher products, March 2019
- Consumers’ washing up habits give opportunities for brand extensions
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- Figure 6: Behaviours around washing up in the sink, March 2019
- Majority of dishwasher owners wait until the machine is full before using
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- Figure 7: Behaviours around using the dishwasher, March 2019
- Four in 10 users have reduced their water usage
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- Figure 8: Environmentally-friendly actions around dishwashing, March 2019
- What we think
Issues and Insights
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- Environmental focus needed in the dishwashing category
- The facts
- The implications
- Opportunities for brand extensions in the hand dishwashing category
- The facts
- The implications
- Advice on maximising dishwasher performance can benefit both brands and consumers
- The facts
- The implications
The Market – What You Need to Know
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- Price competition with flat volumes projected for 2018-23
- Machine dishwashing products dominate value sales
- Grocers dominate sales of dishwashing products
- Dishwasher ownership rises
Market Size and Forecast
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- Price competition pulls down category value sales
- Price competition to continue over 2019-23, but slacken off
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- Figure 9: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2013-23
- Figure 10: UK retail value sales of dishwashing products, 2013-23
- Forecast methodology
Market Segmentation
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- Machine dishwashing products dominate value sales
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- Figure 11: UK retail value sales of dishwashing products, by segment, 2017 and 2018
- Hand dishwashing products value sales decline to abate over 2019-23
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- Figure 12: UK retail value sales and forecast of hand dishwashing products, 2013-23
- Figure 13: UK retail value sales of hand dishwashing products, 2013-23
- Similar pattern anticipated for machine dishwashing products
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- Figure 14: UK retail value sales and forecast of machine dishwashing products, 2013-23
- Figure 15: Retail value sales of machine dishwashing products, 2013-23
- Price competition drags down tablet detergent value sales
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- Figure 16: UK retail value sales of machine dishwashing products, by segment, 2017 and 2018
- Rinse aid sales grow
Channels to Market
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- Grocers dominate sales of dishwashing products
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- Figure 17: UK retail value sales of dishwashing products, by outlet type, 2016-18
Market Drivers
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- Dishwasher ownership rises in the UK, but still lags behind other European countries
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- Figure 18: Dishwasher ownership, UK vs selected European countries – UK, March 2019; France, Germany, Italy and Spain, 2018 (various months)
- Raising dishwasher ownership is crucial to growing the dishwashing products market
- Various factors govern dishwasher ownership
- Rise in single-person households poses a threat
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- Figure 19: Dishwasher ownership, by household size, March 2019
- Child population growth to offer less support than previously
- State of the economy is pivotal to growing dishwasher ownership
- Housing market situation is also important
- Government looks to reduce household water use
- 44% of dishwashing products users have tried to limit their water usage
- Climate change is a concern for many people
Companies and Brands – What You Need to Know
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- Procter & Gamble and Reckitt Benckiser continue to dominate sales
- Hand dishwashing products retain their lead on launch activity in 2018
- Advertising spend falls in 2018
- Fairy is the most widely seen as high quality, efficient and effective
Market Share
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- Procter & Gamble and Reckitt Benckiser retain their lead
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- Figure 20: Leading brand owners’ share of the UK dishwashing products market, by value, 2018/19*
- Fairy’s decline brings down overall hand dishwashing products sales
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- Figure 21: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, 2016/17-2018/19
- Consumers’ environmental focus boosts Ecover…
- …and Method
- Finish’s lead over machine dishwashing sales narrows
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- Figure 22: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, 2016/17-2018/19
- Fairy pushes forward
- NPD activity boosts own-label
Launch Activity and Innovation
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- Hand dishwashing products retain their lead in 2018
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- Figure 23: Share of NPD in the UK dishwashing products market, by sub-category, 2015-19 (sorted by 2018)
- Exploring a more varied range of fragrances including exotic fruits…
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- Figure 24: Examples of hand dishwashing launches with exotic fruit fragrances, 2018-19
- …botanical fragrances…
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- Figure 25: Examples of hand dishwashing launches with botanical fragrances, 2018-19
- …and seasonal variants
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- Figure 26: Examples of hand dishwashing launches with seasonal fragrances, 2018-19
- Method’s unfragranced variant puts the emphasis on its natural credentials
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- Figure 27: Method’s unfragranced variant highlights its plant-based ingredients, 2019
- Growth in environmentally-friendly claims in 2018
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- Figure 28: Share of launches in the UK dishwashing products, by top 10 claims, 2015-19 (sorted by 2018)
- Further activity in recycled plastic bottles
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- Figure 29: Examples of hand dishwashing products in bottles made with recycled plastic, 2018
- Multiple environmental claims used to give a stronger ethical positioning
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- Figure 30: German brand arrives in the UK and emphasises its environmentally-friendly credentials, 2018
- Procter & Gamble continues to lead on launches in 2018
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- Figure 31: Share of NPD in the UK dishwashing products market, by company, 2015-19 (sorted by 2018)
- All-in-one dishwasher products emphasise their multi-functionality
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- Figure 32: Examples of all-in-one dishwasher products emphasising multi-functionality, 2019
- Tesco releases its ‘best ever’ washing-up liquid
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- Figure 33: Tesco Ultra is promoted as ‘Our best ever formulation’, 2019
Advertising and Marketing Activity
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- Advertising spend falls in 2018
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- Figure 34: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, 2015-19
- Procter & Gamble continues to lead on advertising
- Fairy’s ‘tough baby’ returns to demonstrate new product’s multi-functionality
- Finish emphasises how Quantum leaves items gleaming
- Ecover continues its focus on plastic pollution
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, March 2019
- Key brand metrics
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- Figure 36: Key metrics for selected brands, March 2019
- Brand attitudes: Fairy is the most trusted brand
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- Figure 37: Attitudes, by brand, March 2019
- Brand personality: Method and Ecozone are widely seen as ethical
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- Figure 38: Brand personality – Macro image, March 2019
- Fairy is the most widely seen as high-performance
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- Figure 39: Brand personality – Micro image, March 2019
- Brand analysis
- Fairy is the most widely seen as high quality, efficient and effective
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- Figure 40: User profile of Fairy, March 2019
- Finish scores well on quality and trust
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- Figure 41: User profile of Finish, March 2019
- Astonish has high awareness despite low retail availability
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- Figure 42: User profile of Astonish, March 2019
- Method is highly rated as ethical
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- Figure 43: User profile of Method, March 2019
- Ecozone is a niche product, but attracts strong user loyalty
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- Figure 44: User profile of Ecozone, March 2019
The Consumer – What You Need to Know
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- Usage of washing-up liquid is near universal
- All-in-one tablets/capsules are the most widely used dishwasher product
- Consumers’ washing up habits give opportunities for brand extensions
- Majority of dishwasher owners wait until the machine is full before using
- Four in 10 users have reduced their water usage
Usage and Purchasing of Dishwashing Products
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- Usage of washing-up liquid is near universal
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- Figure 45: Usage of washing-up liquid, March 2019
- Nearly nine in 10 adults buy washing-up liquid
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- Figure 46: Buying of washing-up liquid, March 2019
- Usage and buying of washing-up liquid are lower among younger consumers
- All-in-one tablets/capsules are the most widely used dishwasher product
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- Figure 47: Usage of dishwasher products, March 2019
- Many people who use all-in-one products also use ancillary products
Behaviours around Washing up in the Sink
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- Sponges/sponge scourers lead other washing-up implements
- Opportunities for companies to offer sponges with added detergent
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- Figure 48: Behaviours around washing up in the sink, March 2019
- Six in 10 users always clean the sink after washing up
Behaviours around Using the Dishwasher
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- Six in 10 owners wait until the dishwasher is full before using
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- Figure 49: Behaviours around using the dishwasher, March 2019
- Make the benefits of only running a full dishwasher more tangible to consumers
- Nine in 10 use the most economical setting at least occasionally
- Need to highlight eco programs’ water saving function more strongly
- Makers of dishwasher products could also encourage use of eco programs
Environmentally-Friendly Actions around Dishwashing
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- More than four in 10 users have limited their water use
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- Figure 50: Environmentally-friendly actions around dishwashing, March 2019
- Need for marketing messages promoting saving water as both a financially savvy and an ethical option
- Give people a better idea of how much water is really needed for washing up
- Manufacturers could use the water reduction trend to boost dishwasher ownership
- 14% have reduced their usage of washing up/dishwasher products
- Few people use products with eco-friendly formulas
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
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- Figure 51: Forecast of UK retail value sales of dishwashing products, best- and worst-case, 2018-23
- Figure 52: Forecast of UK retail value sales of hand dishwashing products, best- and worst-case, 2018-23
- Figure 53: Forecast of UK retail value sales of machine dishwashing products, best- and worst-case, 2018-23
Appendix – Market Share
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- Figure 54: Leading brand owners’ sales and shares of the UK hand dishwashing products market, by value, 2016-17-2018/19
- Figure 55: Leading brand owners’ sales and shares of the UK machine dishwashing products market, by value, 2016-17-2018/19
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