Dishwasher and Dishwashing Products - US - July 2009

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
A $1.2 billion market
An evenly divided market
Slow growth for dishwasher detergent…
…could pick up in upcoming years
Slow growth for dishwashing liquid
Increase in private label sales
Supermarket sales make up the lion’s share, but other channels growing faster
Parents do more dishes
Supply structure
Broader usage for dish soap
Dish soap usage is nearly universal
Willing to try new things
What consumers want
INSPIRE INSIGHTS
Water Conservation
Familiarity through food ingredients
Premiumization of home care
INSIGHTS AND OPPORTUNITIES
Concern about the environment continues to grow
“Green” can mean almost anything
Targeting single parents
Reusable design-driven dispensers
Cross-branding between cleaning brands
Cross-branding between cleaning brands
Cross-branding with dishwasher machine purchase
MARKET SIZE AND FORECAST
Key points
Eating more meals at home, doing more dishes at home
Consumer spending backs beliefs regarding the environment
Figure 1: FDMx sales and forecast of dishwashing products at current prices, 2004-14
Figure 2: FDMx sales and forecast of dishwashing products at inflation-adjusted prices, 2004-14
Walmart sales
SEGMENT PERFORMANCE
Key points
An evenly divided market to shift in upcoming years
Sales and forecast—dishwashing products
Figure 3: FDMx sales and forecast of dishwashing products at current prices, by segment, 2004-14
Figure 4: FDMx sales of dishwashing products, by segment, 2007 and 2009
SEGMENT PERFORMANCE—DETERGENT AND RINSE AID
Key points
Dishwasher ownership on the rise
Convenience pushes sales
Sales and forecast—detergent and rinse aid
Figure 5: FDMx sales and forecast of dishwasher detergent and rinse aid, 2004-14
SEGMENT PERFORMANCE—DISHWASHING LIQUID
Key points
Slow growth
Figure 6: FDMx sales and forecast of dishwashing liquid, 2004-14
RETAIL CHANNELS
Key points
Most dishwashing sales through supermarkets
Figure 7: U.S. sales of dishwashing products, by retail channel, 2007 and 2009
RETAIL CHANNELS—SUPERMARKETS
Key points
The retail leader loses footing
Figure 8: U.S. sales of dishwashing products at supermarkets, 2004-09
RETAIL CHANNELS—DRUG AND OTHER
Key points
Consumers seek one-stop shopping
Figure 9: U.S. sales of dishwashing products at other FDMx channels, 2004-09
MARKET DRIVERS
Overview
Recessionary pressure
Decreasing use of food away-from the home
Increasing usage of private label product
Dishwasher ownership drives dishwasher detergent and rinse aid sales
Figure 10: Ownership and use of automatic dishwasher, by household income, April 2009
Presence of children in the household
Figure 11: Households by presence of children, 1998-2008
LEADING COMPANIES
Key points
Ecological concerns drive the market
Niche companies making in-roads
Figure 12: Sales of leading dishwashing product companies, 2006 and 2008
BRAND SHARE—DISHWASHER DETERGENT AND RINSE AID
Key points
Desire for convenience shapes the market
Ecological concerns create niche
Figure 13: FDMx brand sales of dishwasher detergent and rinse aid in the U.S., 2006 and 2008
BRAND SHARE—DISHWASHING LIQUID
Key points
Consumers drift downscale
New products from old guard spur cannibalistic sales
Figure 14: FDMx brand sales of dishwashing liquid in the U.S., 2006 and 2008
BRAND QUALITIES
Procter & Gamble: Cascade, Dawn, and Ivory
Colgate-Palmolive: Palmolive
Method
Seventh Generation
Clorox
Reckitt-Benckiser
INNOVATION AND INNOVATORS
Pace of innovation returns to standard levels
Figure 15: Trends in number of new product introductions in dishwashing products in U.S., 2004-09*
Procter & Gamble the far away leader in new product releases
Figure 16: New dishwashing product launches in the U.S. by marketer, in, 2005-09*
The multifunction claim: Dishwashing liquid that doubles as…
…hand soap
…air freshener
…produce wash
…aromatherapy
Top claims in dishwashing products in the U.S.
Figure 17: Top claims in new dishwashing products in the U.S., 2005-09*
Environmentally friendly new product examples
Environmentally-friendly packaging new product example
Animal friendly new product examples
No additives/preservatives new product examples
Botanical/herbal new product examples
Ease of use new product examples
ADVERTISING AND PROMOTION
Suppliers provide innovative and informative web sites
Sweepstakes
Television advertising
Dawn
Figure 18: Ultra Dawn television ad, 2008
Cascade
Figure 19: Cascade Complete All in 1 ActionPacs television ad, 2009
Figure 20: Cascade Gel with the Grease Fighting Power of Dawn television ad, 2009
Finish/Electrasol
Figure 21: Finish All in One Dishwashing Tablets television ad, 2009
Figure 22: Electrasol Finish Powerball Tabs television ad, 2008
Earth Friendly
Figure 23: Earth Friendly Wave television ad, 2009
USAGE
Wealthy households more likely to use dish soap
Figure 24: Use of dishwashing liquid for hand washing dishes, by household income, October 2007-December 2008
Three in five use dishwasher detergent
Figure 25: Household usage of detergent and rinse for automatic dishwashers, by age, October 2007-December 2008
Dishwasher use more prevalent among the affluent
Figure 26: Use of detergent and rinse for automatic dishwashers, by household income, October 2007-December 2008
Newer format makes in-roads
Figure 27: Type of detergent/rinse aid for automatic dishwashers used, by age, October 2007-December 2008
Tablets popular across income lines
Figure 28: Type of detergent/rinse aid for automatic dishwashers used, by household income, October 2007-December 2008
BRAND USAGE
Detergent for dishwashers—dish soap brand choice varies with age
Figure 29: Brand of detergent for automatic dishwashers used, by age, October 2007-December 2008
Rinse aid for dishwashers—Cascade Crystal Clear is big with the kids
Figure 30: Brand of rinse aid for automatic dishwashers used, by age, October 2007-December 2008
Detergent for hand washing dishes—little brand loyalty for the young
Figure 31: Brand of detergent for hand washing dishes used, by age, October 2007-December 2008
ATTITUDES AND MOTIVATIONS
A restless consumer base
Figure 32: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by age, April 2009
Transition period: 25-34 year olds unhappy with dishwasher detergent
Figure 33: Satisfaction with current detergent for automatic dishwashers and interest in trying new ones, by age, April 2009
Half of respondents use coupons, free samples
Figure 34: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by age, April 2009
Figure 35: Attitudes towards private label: dishwashing liquid for hand washing dishes, by age, April 2009
Young consumers likely to use private label dishwasher detergent
Figure 36: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by age, April 2009
Figure 37: Attitudes towards private label: detergent for dishwashing machines, by age, April 2009
Recession has not affected purchase process for majority
Figure 38: Changes to buying of dishwashing products in the recession, by age, April 2009
PRODUCT PROPERTIES
 DISHWASHING LIQUID FOR HAND WASHING DISHES
Anti-bacteria still wins
Figure 39: Importance of properties in dishwashing liquid for hand washing dishes, and willingness to pay extra for each, April 2009
Young respondents interested in dishwashing liquid additional features
Figure 40: Importance of properties in dishwashing liquid for hand washing dishes, by age, April 2009
 DETERGENT FOR DISHWASHING MACHINES
Interest in earth-friendly low, conviction high
Figure 41: Importance of properties in detergent for dishwashing machines, and willingness to pay extra for each, April 2009
Young peoples’ product property interest outweighs spending
Figure 42: Importance of properties in dishwasher detergent, by age, April 2009
IMPACT OF RACE/HISPANIC ORIGIN
Overall usage
Figure 43: Household usage of dishwashing liquid and detergent for automatic dishwashers, by race/Hispanic origin, October 2007-December 2008
Whites most keen on machine washing
Figure 44: Ownership and usage of automatic dishwasher, by race/Hispanic origin, April 2009
Brand usage
Detergent for automatic dishwashers
Figure 45: Brand of detergent for automatic dishwashers used, by race/Hispanic origin, October 2007-December 2008
Rinse aid for automatic dishwashers
Figure 46: Brand of rinse aid for automatic dishwashers used, by race/Hispanic origin, October 2007–December 2008
Figure 47: Brand of detergent for hand washing dishes used, by age, October 2007–December 2008
Attitudes and motivations
Figure 48: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by race/Hispanic origin, April 2009
Product properties
Figure 49: Importance of properties in dishwashing liquid for hand washing dishes, by race/Hispanic origin, April 2009
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
Overview of dish detergent
Consumer insights on key purchase measures – dish detergent
Brand map
Figure 50: Brand map, selected brands of dish detergent, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 51: Key purchase measures for the top brands of dish detergent, by household penetration, 2008*
Consumer insights on key purchase measures—dishwasher detergent/additive
Brand map
Figure 52: Brand map, selected brands of dishwasher detergent/additive, by household penetration, 2008*
Brand leader characteristics
Key purchase measures
Figure 53: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2008*
FOCUS ON FEMALES
Women make dish soap choices
Figure 54: Share of responsibility in buying dishwashing soap, by gender, April 2009
Women want to try new products
Figure 55: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by gender, April 2009
Figure 56: Satisfaction with current dishwasher detergent for dishwashing machine and interest in trying new ones, by gender, April 2009
Women receptive to coupons, free samples
Dishwashing liquid for hand washing dishes
Figure 57: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by gender, April 2009
Figure 58: Attitudes towards private label: dishwashing liquid for hand washing dishes, by gender, April 2009
Dishwashing liquid for a dishwashing machine
Figure 59: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by gender, April 2009
Figure 60: Attitudes towards private label detergent for a dishwashing machine, by gender, April 2009
Women hate bacteria on their dishes
Figure 61: Importance of properties in dishwashing liquid for hand washing dishes, by gender, April 2009
Women want strong, yet sensitive dishwasher detergent
Figure 62: Desired properties in detergent for dishwashing machines, by gender, April 2009
CLUSTER ANALYSIS
Bio-Friendlies
Who they are
Opportunity
Stalwarts
Who they are
Opportunity
Casuals
Who they are
Opportunity
Cluster characteristics
Figure 63: Dishwashing clusters, April 2009
Figure 64: Interest in trying new products for hand washing dishes, by clusters, April 2009
Figure 65: Interest in trying new detergents for dishwashing machines, by clusters, April 2009
Figure 66: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by clusters, April 2009
Figure 67: Attitudes towards private label: dishwashing liquid for hand washing dishes, by clusters, April 2009
Figure 68: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by clusters, April 2009
Figure 69: Attitudes towards private label detergent for a dishwashing machine, by clusters, April 2009
Figure 70: Interest in product features for dishwashing liquid, by clusters, April 2009
Figure 71: Interest in product features for detergent used in dishwashing machines, by clusters, April 2009
Cluster demographics
Figure 72: Dishwashing clusters, by gender, April 2009
Figure 73: Dishwashing clusters, by age, April 2009
Figure 74: Dishwashing clusters, by household income, April 2009
Figure 75: Dishwashing clusters by race/Hispanic origin, April 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Single parents wash loads of dishes
Figure 76: Number of loads of dishes done in last seven days, by moms and types of household, October 2007–December 2008
Parents most open to new products
Figure 77: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by moms and types of households, April 2009
Figure 78: Satisfaction with detergent for dishwashing machines and interest in trying new ones, by moms and types of household, April 2009
Moms love free samples
Dishwashing liquid for hand washing dishes
Figure 79: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
Figure 80: Attitudes towards private label: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
Detergent for automatic dishwashers
Figure 81: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by moms and types of household, April 2009
Figure 82: Attitudes towards private label detergent for a dishwashing machine, by moms and types of household, April 2009
Dishwashing liquid for hand washing dishes—parents fear germs
Figure 83: Importance of properties in dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
Dishwasher detergent—single parents want features
Figure 84: Importance of properties in dishwasher detergent, by moms and types of household, April 2009
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX: TRADE ASSOCIATIONS