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Dishwashing Products - US - April 2011

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
More home cooking and added-value products keep sales moving
Private label loses steam
Eco-friendly growth slows
Increasing competition across a broad range of channels
P&G unchallenged as category leader
Dawn gains share in liquid segment
Multi-benefit dishwasher detergents promise performance
Liquid new product launches more numerous and varied
Key findings from Mintel’s consumer research
INSIGHTS AND OPPORTUNITIES
Regaining green momentum
Beyond the greenest
A fresh perspective on eco-friendly
Reclaiming supermarket share
Not just for dishes anymore
INSPIRE INSIGHTS
Trend: Home of the Senses
MARKET SIZE AND FORECAST
Key points
More home cooking and added-value products keep sales trend strong
Sales and forecast of dishwashing products
Figure 1: Total U.S. FDMx sales and forecast of dishwashing products, at current prices, 2005-15
Figure 2: Total U.S. FDMx sales and forecast of dishwashing products, at inflation-adjusted prices, 2005-15
Fan chart forecast
Figure 3: FDMx sales and fan chart forecast of dishwashing products, at current prices, 2005-15
Walmart sales
MARKET DRIVERS
Dining out regaining momentum
Private label loses steam
Dishwasher ownership slips
Households with kids on the decline
Figure 4: Households, by presence of children under age 18, 2000-10
COMPETITIVE CONTEXT
Narrow competitive set
Private label and eco-friendly changing the category from within
Figure 5: Private label’s share of FDMx dishwashing products market, 2005-10
Figure 6: Environmentally friendly products’ share of FDMx dishwashing products market, 2005-10
Seventh Generation leads eco-friendly brands by a wide margin
Figure 7: FDMx sales of environmentally friendly dishwashing products, by brand, 2005-10
Figure 8: Shift in FDMx market share of environmentally friendly dishwashing products, by brand, 2005-10
Price shapes competitive dynamic
Figure 9: Price/volume of dishwashing products at FDMx, 2005-10
SEGMENT PERFORMANCE
Key points
Dishwasher detergent will have the edge in improving economy
Figure 10: U.S. FDMx sales of facial skincare, by type, 2008 and 2010
SEGMENT PERFORMANCE—DISHWASHING LIQUID
Key points
Making dishwashing a more pleasant experience
Natural growth from environmentally friendly products
Sales and forecast of dishwashing liquid
Figure 11: Total U.S. FDMx sales and forecast of dishwashing liquid, at current prices, 2005-15
SEGMENT PERFORMANCE—DISHWASHER DETERGENT/RINSE AIDS
Key points
More convenient, more expensive dispensing drives dollars
Sales and forecast of dishwasher detergent/rinse aids
Figure 12: Total U.S. FDMx sales and forecast of dishwasher detergent/rinse aids, at current prices, 2005-15
RETAIL CHANNELS
Key points
Increasing competition across a broad range of channels
Figure 13: U.S. FDMx sales of dishwashing products, by retail channel, 2008 and 2010
RETAIL CHANNELS—SUPERMARKETS
Key points
Dishwashing products take a backseat to food and drink in supermarkets
Figure 14: U.S. supermarket sales of dishwashing products, at current prices, 2005-10
RETAIL CHANNELS—OTHER FDMX CHANNELS
Key points
Drug and mass channels capture trips and sales from supermarkets
Figure 15: U.S. drug store and mass market sales of dishwashing products, at current prices, 2005-10
Walmart’s position in the market
LEADING COMPANIES
Key points
P&G unchallenged as category leader
A tough category for smaller companies
Figure 16: Manufacturer sales of dishwashing products at FDMx, 2010 and 2011
BRAND SHARE—DISHWASHING LIQUID
Key points
Dawn gains share on aggressive value play
Figure 17: Selected brand sales and market share of dishwashing liquid at FDMx, 2010 and 2011
BRAND SHARE—DISHWASHER DETERGENT/RINSE AIDS
Key points
Multi-benefit products promise performance
Figure 18: Selected brand sales and market share of dishwasher detergent/rinse aids at FDMx, 2010 and 2011
INNOVATIONS AND INNOVATORS
 OVERVIEW
Four major themes drive launches
Liquid launches more numerous and varied
Figure 19: Dishwashing products new product launches, by subcategory, 2005-10
Spotlight: strength and performance
Spotlight: Gentle on skin
Spotlight: enhanced sensory experiences
Spotlight: environmental friendliness
MARKETING STRATEGIES
Dawn regains momentum with multi-faceted marketing
Figure 20: Dishwashing liquid FDMx market share and price per 16 oz. equivalent volume for Dawn and Palmolive, 2007-10
A new value proposition
Figure 21: Ultra Dawn television ad, 2010
Dawn wildlife rescue program becomes particularly compelling during Gulf oil spill…
Figure 22: Dawn wildlife television ad, 2010
…and extends to the brand’s social media efforts
New product initiatives
Figure 23: Dawn Olay television ad, 2010
Cascade emphasizes power
Figure 24: Cascade Complete Pacs television ad, 2010
Putting a promotional spin on cleaning power
Finish also focused on performance
The “Diamond Standard”
Figure 25: Finish Quantum television ad, 2011
Finish Quantumatic—an innovation in dispensing
Figure 26: Finish Quantumatic television ad, 2010
USE OF DISHWASHING LIQUID AND BRANDS USED
Key points
Use of dishwashing liquid near universal
Figure 27: Use of dishwashing liquid, by household income, July 2009-September 2010
Dawn and Palmolive claim the most users
Younger users less brand loyal
Figure 28: Brands of dishwashing liquid used, by age, July 2009-September 2010
Lower-income households more likely to switch among bargain brands
Figure 29: Brands of dishwashing liquid used, by age, July 2009-September 2010
INCIDENCE OF DISHWASHERS, USE OF DETERGENTS/RINSE AIDS
Key points
Dishwashers present in almost six households in 10
Figure 30: Automatic dishwasher ownership, by household income, July 2009-September 2010
Figure 31: Use of automatic dishwasher detergent/rinse agents, by household income, July 2009-September 2010
‘Tablet’ form becoming more popular as powder declines
Figure 32: Types of automatic dishwasher detergent used, by age, July 2009-September 2010
Cascade leads in usage by a wide margin over Electrasol (Finish)
Figure 33: Brands of automatic dishwasher detergent/rinse used, by age, July 2009-September 2010
THE DISHWASHING PRODUCT CONSUMER
Key points
Women more likely to make dishwashing choices, but men gaining
Figure 34: Who makes dishwashing product purchase decisions, by gender, December 2010-January 2011
Nearly one-third of dishwasher owners alternate between the dishwasher and hand washing
Figure 35: How dishes are washed, by age, December 2010-January 2011
Higher-income consumers rely more heavily on dishwashers
Figure 36: How dishes are washed, by household income, December 2010-January 2011
More kids = more dirty dishes = more frequent washing
Figure 37: Average number of times dishes are washed daily, by presence of children, December 2010-January 2011
SATISFACTION WITH PRODUCTS USED
Key points
Nearly all are satisfied, but more are open to something new
Part of a bigger reevaluation of product choices
Women even more open to new choices
Figure 38: Satisfaction with products used, by gender, December 2010-January 2011
Interest in what’s new fades only slightly with age
Figure 39: Satisfaction with products used, by age, December 2010-January 2011
OPINIONS AND BEHAVIORS REGARDING DISHWASHING PRODUCTS
 DISHWASHING LIQUID FOR HAND WASHING DISHES
Samples and coupons highly appealing to liquid users
Figure 40: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
 DETERGENT FOR DISHWASHING MACHINES
Similar attitudes for detergent users
Figure 41: Opinions and behaviors regarding products used for machine washing dishes, by age, December 2010-January 2011
FEATURES CONSUMERS ARE WILLING TO PAY MORE FOR
 DISHWASHING LIQUID FOR HAND WASHING DISHES
Antibacterial at the top of the list
P&G ups the ante on skin-friendliness with hand renewal product
Scent a cost-of-entry attribute
Figure 42: Features consumers willing to pay more for in dish washing liquid, by age, December 2010-January 2011
 DETERGENT FOR DISHWASHING MACHINES
Performance comes first (and second)
Consumer emphasis on clean and spotless put to the test with phosphate removal
Other attributes less essential
Figure 43: Features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
GREEN FEATURES CONSUMERS WOULD PAY MORE FOR
 DISHWASHING LIQUID FOR HAND WASHING DISHES
Strong interest among a few creates a green niche
Figure 44: Green features consumers willing to pay more for in dishwashing liquid, by age, December 2010-January 2011
 DETERGENT FOR DISHWASHING MACHINES
Similar interest, but so far a smaller market
Figure 45: Green features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
HOW RECESSION HAS IMPACTED BUYING BEHAVIOR
Key points
For many category users the frugal shopping mindset already built in
Bargain hunting approach may already be built in
Figure 46: How recession has impacted buying behavior, by age, December 2010-January 2011
Figure 47: How recession has impacted buying behavior, by household income, December 2010-January 2011
IMPACT OF RACE/HISPANIC ORIGIN
Dishwashing liquid usage
Figure 48: Use of dishwashing liquid, by race/Hispanic origin, July 2009-September 2010
Blacks and Hispanics use more brands
Figure 49: Brands of dishwashing liquid used, by race/Hispanic origin, July 2009-September 2010
Incidence of dishwasher ownership lower among blacks, Hispanics
Figure 50: Automatic dishwasher ownership, by race/Hispanic origin, July 2009-September 2010
Incidence of using dishwasher detergent lower among nonwhites
Figure 51: Dishwashing products used, by race/Hispanic origin, July 2009-September 2010
More dishwashing by hand in black, Hispanic, Asian households
Figure 52: How dishes are washed, by race/Hispanic origin, December 2010-January 2011
Blacks interested in wider array of dishwashing product attributes
Figure 53: Features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
Figure 54: Features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
Blacks and Hispanics more likely to pay more for green features
Figure 55: Green features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
Figure 56: Green features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
Asian consumers shifted buying behavior in response to recession
Figure 57: How recession has impacted buying behavior, by race/Hispanic origin, December 2010-January 2011
CLUSTER ANALYSIS
Extras
Demographics
Characteristics
Opportunity
Contenteds
Demographics
Characteristics
Opportunity
Couponers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 58: Dishwasher detergent clusters, January 2011
Figure 59: Satisfaction with products used, by dishwasher detergent clusters, January 2011
Figure 60: Opinions and behaviors regarding products used for machine washing dishes, by dishwasher detergent clusters, January 2011
Figure 61: Features consumers willing to pay more for in dishwasher detergents, by dishwasher detergent clusters, January 2011
Cluster demographics
Figure 62: Dishwasher detergent clusters, by gender, January 2011
Figure 63: Dishwasher detergent clusters, by age, January 2011
Figure 64: Dishwasher detergent clusters, by household income, January 2011
Figure 65: Dishwasher detergent clusters, by race, January 2011
Figure 66: Dishwasher detergent clusters, by Hispanic origin, January 2011
Cluster methodology
CUSTOM CONSUMER GROUPS
Kids in the household mean more dishes to wash
Features willing to pay more for, by presence of children
Figure 67: Features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
Green features willing to pay more for, by presence of children
Figure 68: Green features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
Figure 69: Green features consumers willing to pay more for in dishwasher detergents, by presence of children, December 2010-January 2011
How recession has impacted buying behavior, by presence of children
Figure 70: How recession has impacted buying behavior, by presence of children, December 2010-January 2011
SYMPHONYIRI GROUP BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF DISH DETERGENT
 DISH DETERGENT
Consumer insights on key purchase measures
Brand map
Figure 71: Brand map, selected brands of dish detergent buying rate by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 72: Key purchase measures for the top brands of dish detergent, by household penetration, 2010*
 DISHWASHER DETERGENT/ADDITIVE
Consumer insights on key purchase measures
Brand map
Figure 73: Brand map, selected brands of dishwasher detergent/additive buying rate by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 74: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2010*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 75: Dishwashing products used, by age, July 2009-September 2010
Figure 76: Automatic dishwasher ownership, by age, July 2009-September 2010
Figure 77: Types of automatic dishwasher detergent used, by race/Hispanic origin, July 2009-September 2010
Figure 78: Brands of automatic dishwasher detergent/rinse used, by race/Hispanic origin, July 2009-September 2010
Figure 79: Average number of times dishes are washed daily, by age, December 2010-January 2011
Figure 80: Average number of times dishes are washed daily, by household income, December 2010-January 2011
Figure 81: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
APPENDIX: IRI/BUILDERS PANEL DATA DEFINITIONS
IRI Consumer Network Metrics
APPENDIX—TRADE ASSOCIATIONS

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