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Dishwashing Products: Inc Impact of COVID-19 - UK - July 2020
Overview
 
What you need to know 
The machine segment has been the driving force in the dishwashing products category, underpinned by 19% of dishwasher owners increasing their usage of their appliance compared with a year ago.

However, COVID-19 has given a much-needed boost to the dishwashing products category in general, with consumers forced to stay at home and prepare more meals in their own kitchens. Increased dishwashing occasions will ensure that sales of both hand and machine segments experience significant growth in 2020; whilst a recession is impending, overall demand will largely counteract any trading down that may occur.

The category will still face challenges though. As dishwasher ownership is largely defined by comfortable financial situations, this is likely to plateau – if not fall – over the coming year. As such, machine dishwashing brands will potentially have a smaller base of people buying their products. In addition, as with any household care category, dishwashing is heavily influenced by price, which will create some drift towards own-label.

But consumers are also focused on product quality, so there are opportunities for premium brands to appeal to consumers on added value, like superior cleaning performance or products that last longer. New habits will emerge from the lockdown phase of the pandemic and hand dishwashing brands in particular can try to align with these new behaviours, for example through creating occasions for consumers to de-stress, or aiding younger consumers to develop home cooking skills.

Key issues covered in this Report
●	The impact of COVID-19 on the dishwashing products market
●	How the market will fare post-COVID-19
●	The value of dishwashing segments and brand performance in 2019
●	Launch activity opportunities for 2020 and beyond
●	Usage of dishwashing products and factors influencing purchase in the last 12 months
●	Changes in usage of dishwashers and the reasons why
●	Attitudes towards washing up by hand

Products covered in this Report
For the purposes of this Report, Mintel has used the following definitions: 

Hand washing detergent 
●	Products formulated for dishwashing by hand, including regular antibacterial variants.

Dishwasher detergent
●	Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids.
●	Ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products.

Excluded
●	Dishcloths, sponges, scouring products, washing-up tools and rubber gloves.

COVID-19: Market context
The first COVID-19 cases were confirmed in the UK at the end of January, with a small number of cases in February. The government focused on the ‘contain’ stage of its strategy, with the country continuing to operate much as normal. As the case level rose, the government ordered the closure of non-essential stores on 20th March. 

A wider lockdown requiring people to stay at home except for essential shopping, exercise and work ‘if absolutely necessary’ followed on 23rd March. Initially, a three-week timeframe was put on the measures, which was extended in mid-April for another three weeks. 

The Health Protections Regulations 2020 came into effect on 15th June allowing the reopening of all non-essential stores in England as well as the mandatory use of face coverings on public transport. Pubs, restaurants, hotels and hairdressers reopened on 4th July, and there are plans to open other public spaces like gyms, swimming pools and leisure centres from 25 July.

Our economic assumptions are based on the illustrative scenario included in the Bank of England's Monetary Policy Report, released on 7th May 2020 (https://www.bankofengland.co.uk/-/media/boe/files/monetary-policy-report/2020/may/monetary-policy-report-may-2020.pdf). The scenario suggests that UK GDP could fall by 14% in 2020, recovering by 15% in 2021, and that unemployment will reach 8% by the end of the year, easing slightly to 7% by the end of 2021. The current uncertainty means that there is wide variation on the range of forecasts, however, and the numbers presented in the BoE's illustrative scenario are at the more pessimistic end of the spectrum.

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