Dishwashing Products - UK - May 2019

OVERVIEW
What you need to know
Products covered in this Report
Hand dishwashing detergents
Dishwasher detergents
Excluded
EXECUTIVE SUMMARY
The market
Price competition with flat volumes projected for 2018-23
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
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
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
Figure 4: Usage of washing-up liquid, March 2019
All-in-one tablets/capsules are the most widely used dishwasher product
Figure 5: Usage of dishwasher products, March 2019
Consumers’ washing up habits give opportunities for brand extensions
Figure 6: Behaviours around washing up in the sink, March 2019
Majority of dishwasher owners wait until the machine is full before using
Figure 7: Behaviours around using the dishwasher, March 2019
Four in 10 users have reduced their water usage
Figure 8: Environmentally-friendly actions around dishwashing, March 2019
What we think
ISSUES AND INSIGHTS
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
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
Price competition pulls down category value sales
Price competition to continue over 2019-23, but slacken off
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
Machine dishwashing products dominate value sales
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
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
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
Figure 16: UK retail value sales of machine dishwashing products, by segment, 2017 and 2018
Rinse aid sales grow
CHANNELS TO MARKET
Grocers dominate sales of dishwashing products
Figure 17: UK retail value sales of dishwashing products, by outlet type, 2016-18
MARKET DRIVERS
Dishwasher ownership rises in the UK, but still lags behind other European countries
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
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
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
Procter & Gamble and Reckitt Benckiser retain their lead
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
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
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
Hand dishwashing products retain their lead in 2018
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…
Figure 24: Examples of hand dishwashing launches with exotic fruit fragrances, 2018-19
…botanical fragrances…
Figure 25: Examples of hand dishwashing launches with botanical fragrances, 2018-19
…and seasonal variants
Figure 26: Examples of hand dishwashing launches with seasonal fragrances, 2018-19
Method’s unfragranced variant puts the emphasis on its natural credentials
Figure 27: Method’s unfragranced variant highlights its plant-based ingredients, 2019
Growth in environmentally-friendly claims in 2018
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
Figure 29: Examples of hand dishwashing products in bottles made with recycled plastic, 2018
Multiple environmental claims used to give a stronger ethical positioning
Figure 30: German brand arrives in the UK and emphasises its environmentally-friendly credentials, 2018
Procter & Gamble continues to lead on launches in 2018
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
Figure 32: Examples of all-in-one dishwasher products emphasising multi-functionality, 2019
Tesco releases its ‘best ever’ washing-up liquid
Figure 33: Tesco Ultra is promoted as ‘Our best ever formulation’, 2019
ADVERTISING AND MARKETING ACTIVITY
Advertising spend falls in 2018
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
Brand map
Figure 35: Attitudes towards and usage of selected brands, March 2019
Key brand metrics
Figure 36: Key metrics for selected brands, March 2019
Brand attitudes: Fairy is the most trusted brand
Figure 37: Attitudes, by brand, March 2019
Brand personality: Method and Ecozone are widely seen as ethical
Figure 38: Brand personality – Macro image, March 2019
Fairy is the most widely seen as high-performance
Figure 39: Brand personality – Micro image, March 2019
Brand analysis
Fairy is the most widely seen as high quality, efficient and effective
Figure 40: User profile of Fairy, March 2019
Finish scores well on quality and trust
Figure 41: User profile of Finish, March 2019
Astonish has high awareness despite low retail availability
Figure 42: User profile of Astonish, March 2019
Method is highly rated as ethical
Figure 43: User profile of Method, March 2019
Ecozone is a niche product, but attracts strong user loyalty
Figure 44: User profile of Ecozone, March 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Usage of washing-up liquid is near universal
Figure 45: Usage of washing-up liquid, March 2019
Nearly nine in 10 adults buy washing-up liquid
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
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
Sponges/sponge scourers lead other washing-up implements
Opportunities for companies to offer sponges with added detergent
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
Six in 10 owners wait until the dishwasher is full before using
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
More than four in 10 users have limited their water use
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
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
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
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