Dishwashing Detergents - UK - April 2009

ISSUES IN THE MARKET
Key themes
Definitions
FUTURE OPPORTUNITIES
 UNDERSTANDING THE CHEMISTRY
The focus is fuzzy
Insights
 WIDENING THE RANGE
Live for the now
Insights
MARKET IN BRIEF
Healthy growth
Continued innovation
Pricing issues
Future
INTERNAL MARKET ENVIRONMENT
Key points
Feeling the pinch
Figure 1: Attitudes towards price, 2004-08
Dishwasher ownership
Figure 2: Trends in ownership of dishwashers, by household size, 2004-08
Growing interest in home cooking?
Figure 3: Attitudes towards cooking, 2004-08
 SKIN CONDITIONS
Figure 4: Selected skin conditions suffered from in the last 12 months, GB, 2004-08
Brand loyalty
Figure 5: Attitudes towards price and loyalty, 2004-08
Environmental concerns
Figure 6: Trends for environmental statements, 2004-08
BROADER MARKET ENVIRONMENT
Key points
Household size
Figure 7: Trends in UK household size, 2004-14
Figure 8: Number of men vs women that live alone, 2004-08
Pocket money could encourage children to pitch in?
Figure 9: Chores done – 7-14-year-olds, 2004-08
Regulation
Use of phosphates
COMPETITIVE CONTEXT
Key points
Conflict within the market
A wider market
Dislike of doing the dishes
Eating out
Figure 10: Consumer expenditure on nights out, 2003-08
Trends in convenience foods
Figure 11: Indexed growth of UK retail value sales of ready meals, at current prices and constant prices, 2003-08
Paper plates and takeaways
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Attitudes towards new product launches
Figure 12: Attitudes towards new products, 2008
Rinse aids driving innovation
Figure 13: Index in new product development of dishwashing detergents, by sub-category, 2004-08
 INNOVATION BECOMES MORE FRAGMENTED
Figure 14: New product development in dishwashing products, by sub-category, 2004-09
Trend tracker
Figure 15: Leading product positioning for dishwashing detergents, 2006-09
 BRANDED LAUNCHES DOMINATE
Figure 16: Innovation in dishwashing detergents, by branded vs own-label and sub-category, 2004-09
MARKET SIZE AND FORECAST
Key points
Figure 17: UK value sales of dishwashing detergents, 2004-14*
The future of the market
Factors used in the forecast
SEGMENT PERFORMANCE
Key points
Figure 18: UK retail value sales of dishwashing products, by sector, 2004-14
Dishwasher products
Figure 19: UK retail value sales of dishwasher products, by sector, 2004-08
 HAND WASH DEVELOPMENTS
Figure 20: UK retail value sales of hand dishwashing products, by sector, 2004-08
MARKET SHARE
Key points
 MANUFACTURER SHARES
Figure 21: Manufacturers’ shares in dishwashing detergents, 2006-08
Brand shares
Finish first
Figure 22: Brands’ value shares of machine dishwashing detergents, 2006-08
Fairy’s continues to cast magic
Figure 23: Brands’ value shares of hand dishwashing detergents, 2006-08
COMPANIES AND PRODUCTS
Figure 24: Brand map of the UK dishwashing detergents market, 2009
Procter & Gamble
Reckitt Benckiser
Unilever
PZ Cussons
Own-label
Figure 25: UK own-label dishwashing detergents brands, by positioning, 2008
McBride
Ecover
Jeyes/ PLP
BRAND COMMUNICATION AND PROMOTION
Key points
Consumer attitudes towards promotions
Figure 26: Attitudes towards promotions, 2006-08
Trends in adspend
Figure 27: Main monitored media advertising spend on dishwashing detergents, 2004-08
Adspend by advertiser
Figure 28: Main monitored media advertising spend on dishwashing detergents, by advertiser, 2004-08
 MARKETING THEMES
Drawing on power
Health and beauty benefits
Corporate campaigns
CHANNELS TO MARKET
Key points
A mainstream purchase
Figure 29: Retail distribution of dishwashing detergents, 2006-08
EUROPEAN COMPARISON
Key points
European comparison in NPD
Figure 30: NPD in dishwashing products, by country, 2004-08
 EUROPEAN COMPARISON BY CONSUMER BEHAVIOUR
Penetration of dishwashers and dishwashing products
Figure 31: Ownership of an electric dishwasher, by country, 2003-08
Figure 32: Penetration of dishwashing products, by country, 2008
Penetration of dishwasher detergents by type
Figure 33: Penetration of dishwasher detergents, by country, by type, 2008
Penetration and frequency of using dishwashing detergents
Figure 34: Penetration and frequency of using dishwashing detergents, by country, 2008
CONSUMER USAGE AND FREQUENCY
Key points
 USAGE
Figure 35: Trends in usage of dishwashing detergents, GB, 2003-08
Dishwasher product use by type
Figure 36: Trends in frequency of using dishwashing detergents, by type, 2003-08
 FREQUENCY OF USE
Figure 37: Trends in penetration of dishwasher detergents, by type, 2003-08
Trends in use by dishwasher ownership
Figure 38: Trends in using washing-up liquids, by dishwasher ownership, 2003-08
ATTITUDES TOWARDS DISHWASHING PRODUCTS
Key points
Figure 39: Attitudes towards products used, November 2008
Low interest = sleep shopping
Credit crunch and price pressures
Green vs in the red
 PRICE IS THE WINNER
Environment
Natural
Price
Figure 40: Concerns when deciding what dishwashing detergent to use, November 2008
The impact of price
What’s inside?
Not concentrating
Single vision
Figure 41: Cross-tab of concerns when deciding what dishwashing detergent to use (column %), November 2008
CONSUMER DISHWASHING HABITS
Key points
Hate doing the dishes
Figure 42: Age demographic of adults who list the dishes as a chore that they hate doing, November 2008
Doing the dishes
Figure 43: How the dishes get done, by dishwasher ownership, November 2008
Busy lifestyles
Family chore?
ATTITUDES TOWARDS WASHING UP BY HAND VS USING A DISHWASHER
Key points
Figure 44: Attitudes towards washing up by hand versus using a dishwasher, by dishwasher ownership, November 2008
Finding the middle ground between convenience and conservation
If you want a job done properly, do it yourself
Figure 45: Number of negative attitudes towards dishwashers, November 2008
APPENDIX
Consumer research
ACORN
Advertising data
Abbreviations
APPENDIX – CONSUMER USAGE AND FREQUENCY
Dishwasher ownership
Figure 46: Dishwasher ownership, by demographic sub-group, November 2008
Trends in use of dishwasher detergents
Figure 47: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2008
Figure 48: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2008
APPENDIX – ATTITUDES TOWARDS DISHWASHING PRODUCTS
Figure 49: attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
Figure 50: Attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
Figure 51: Concerns when deciding what dishwashing detergent to use, by demographic sub-group, November 2008
Figure 52: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on cleaning the dishes (column %), November 2008
APPENDIX – CONSUMER DISHWASHING HABITS
 CONSUMER APATHY TOWARDS DOING THE DISHES
Figure 53: Consumer apathy towards household chores, by demographic sub-group, November 2008
Dishwashing habits
Figure 54: Dishwashing habits, by demographic sub-group, November 2008
Figure 55: Dishwashing habits, by demographic sub-group, November 2008
APPENDIX – ATTITUDES TOWARDS WASHING UP BY HAND VS USING A DISHWASHER
Figure 56: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
Figure 57: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
Figure 58: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on washing up hand versus using a dishwasher (column %), November 2008
Figure 59: Number of negative attitudes towards dishwashers, by demographic sub-group (row %), November 2008