Dishwashing Products - UK - April 2012

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
Difficult year for sales of dishwashing products
Slowdown in hand dishwashing growth
Figure 2: UK retail value sales of dishwashing detergents, by segment, 2010 and 2011
Market factors
Dip in ownership of dishwashers
Figure 3: Ownership of dishwashers, 2007-11
Increased focus on low price and special offers
Interest in cooking drives more washing up
Growth in household and population numbers
Weak housing market and low consumer confidence
Companies, brands and innovation
Fairy goes from strength to strength
Figure 4: Estimated brand value shares in hand dishwashing market, 2011
Finish maintains strong lead in machine dishwashing
Figure 5: Estimated brand value shares in the machine dishwashing market, 2011
Six in ten new launches in hand dishwashing
Figure 6: New product launches in the dishwashing detergents market, % by product type, 2011
Reduction in total advertising seen during 2011
The consumer
Fall in usage of dishwasher detergents
Four in ten users run dishwasher at least once daily
Figure 7: Usage of dishwashers, February 2012
Skin-friendly properties most important for washing-up liquids
Figure 8: Factors influencing choice of washing-up liquid – product formulation and other properties, February 2012
Majority prefer all-in-one products
Figure 9: Factors influencing choice of dishwasher detergents – product formulation and other properties, February 2012
Scents an important factor for washing-up liquids
Figure 10: Influence of scent/fragrance on choice of dishwashing detergents, February 2012
Majority of dishwashers fully loaded
Figure 11: Dishwasher usage and attitudes towards dishwashers, February 2012
Dishwashers falling short on baked-on stains
Figure 12: Dishwashers vs. hand dishwashing, February 2012
What we think
ISSUES IN THE MARKET
How can manufacturers drive higher dishwasher penetration?
Can detergent manufacturers further improve customer satisfaction?
Can dishwasher users be persuaded to wash more by machine?
What opportunities exist for adding value in washing-up liquids?
FUTURE OPPORTUNITIES
Trend: FSTR and HYPR
Trend: Prepare for the Worst
INTERNAL MARKET ENVIRONMENT
Key points
Consumers more focused on lowest prices
Figure 13: Attitudes towards price, 2007-11
Dip in ownership of dishwashers
Figure 14: Ownership of dishwashers, 2007-11
Strong interest in cooking and trying new recipes
Figure 15: Attitudes towards cooking, 2007-11
Significant market for skin-friendly products
Figure 16: Selected skin conditions suffered from in the last 12 months, 2007-11
Decline in levels of brand loyalty
Figure 17: Attitudes towards price and loyalty, 2007-11
Fewer prepared to compromise for the environment
Figure 18: Trends in attitudes towards the environment, 2007-11
Move towards almost phosphate-free dishwasher detergents
Dishwashers becoming more energy efficient
BROADER MARKET ENVIRONMENT
Key points
Growth in household numbers projected
Figure 19: UK households, by size, 2006-16
Figure 20: Number of residential property transactions* (not seasonally adjusted), Q4 2006-Q3 2011
Population growth a boost to sales
Figure 21: Trends in the age structure of the UK population, 2006-16
Incomes squeeze holding back consumer spending
Figure 22: Trends in how respondents would describe their financial situation, February 2009-February 2012
Figure 23: Trends in current financial situation compared with a year ago, July 2011-February 2012
Slow recovery undermining confidence
Figure 24: Trends in the impact of the economic downturn on consumers, February 2009-February 2012
Figure 25: Trends in consumer sentiment for the coming year, February 2009-February 2012
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Free samples encourage product trial
Figure 26: Attitudes towards new products, 2007-11
Hand dishwashing sees the most new launches
Figure 27: New product launches in the UK dishwashing detergents market, % by product type, 2008-11
Big increase in own-label activity
Figure 28: New product launches in the UK dishwashing detergents market, % share by own-label vs. branded, 2008-11
P&G leads NPD in dishwashing
Figure 29: New product launches in the UK dishwashing detergents market, % share by company, 2008-11
Environmental claims remain highly prominent
Figure 30: New product launches in the UK dishwashing detergents market, % share by claim, 2008-11
More innovation seen during 2011
Figure 31: New product launches in the UK dishwashing detergents market, % by launch type, 2008-11
COMPETITIVE CONTEXT
Key points
Dishwashing outperforms household care
Figure 32: Comparison of dishwashing products with other household care markets, 2006-11
MARKET SIZE AND FORECAST
Key points
Growth in dishwashing comes to a standstill
Figure 33: UK retail value sales and forecast of dishwashing detergents, at current and constant prices, 2006-16
The future
Figure 34: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
Forecast methodology
MARKET SEGMENTATION
Key points
Slowdown in growth in hand dishwashing
Figure 35: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2006-16
Figure 36: UK retail sales of hand dishwashing products, by segment, 2010 and 2011
Dip in sales of dishwasher detergents
Figure 37: UK retail value sales and forecast of dishwasher products, at current and constant prices, 2006-16
Figure 38: UK retail sales of dishwasher products, by segment, 2010 and 2011
MARKET SHARE
Key points
Fairy further strengthens its position
Figure 39: Manufacturer shares of dishwashing detergents, 2011
Dishwasher detergents
Figure 40: Brand shares in automatic dishwasher detergents, 2010 and 2011
Hand dishwashing detergents
Figure 41: Brand shares in hand dishwashing detergents, 2010 and 2011
COMPANIES AND PRODUCTS
Ecover
Figure 42: New product launches by Ecover in the UK dishwashing products market, April 2011-March 2012
Jeyes
McBride
Method
Procter & Gamble
Figure 43: New product launches by Procter & Gamble in the UK dishwashing products market, April 2011-March 2012
PZ Cussons
Reckitt Benckiser
Figure 44: New product launches by Reckitt Benckiser in the UK dishwashing products market, April 2011-March 2012
BRAND COMMUNICATION AND PROMOTION
Key points
Focus on saving money through special offers
Figure 45: Attitudes towards promotions, 2007-11
Dip in advertising of dishwashing products
Figure 46: Main media advertising expenditure on dishwashing detergents, 2008-11
Reckitt Benckiser the top advertiser
Figure 47: Main media advertising expenditure on dishwashing detergents, by advertiser, 2008-11
Finish Quantum the biggest campaign
Figure 48: Main media Advertising expenditure on dishwashing detergents, by advertiser and brand, 2008-11
TV dominates advertising
Figure 49: Main media advertising expenditure on dishwashing detergents, by media type, 2008-11
CHANNELS TO MARKET
Key points
Big four dominate dishwashing sales
Figure 50: UK retail value sales of dishwashing detergents by outlet type, 2009-11
USAGE OF DISHWASHING PRODUCTS
Key points
Fall in usage of dishwasher detergents
Figure 51: Trends in usage of dishwashing detergents, 2007-11
Tablets dominate the dishwasher detergents market
Figure 52: Trends in usage of dishwasher detergents, by type, 2007-11
Figure 53: Trends in types of dishwasher products used, 2010 and 2011
Move towards less frequent washing up
Figure 54: Trends in frequency of using washing-up liquids/detergents, 2007-11
Figure 55: Frequency of use of dishwasher detergents, 2010-11
DISHWASHING PATTERNS AND SHOPPING RESPONSIBILITIES
Key points
Four in ten users run the dishwasher at least once a day
Figure 56: Usage of dishwashers, February 2011 and February 2012
Large proportion of dishes not going in the dishwasher
Figure 57: Percentage of dishes washed up by hand among automatic dishwasher users, by age, February 2012
Women the primary shoppers for dishwashing products
Figure 58: Involvement in buying dishwasher detergents and washing-up liquids, February 2012
Figure 59: Being the primary/main shopper of dishwashing detergents, by gender, February 2012
Figure 60: Men who are primary/main shoppers for washing-up liquid, by age, February 2012
FACTORS INFLUENCING CHOICE
Key points
Being kind to the skin a top priority
Figure 61: Factors influencing choice of washing-up liquid, February 2012
Concentrated and antibacterial formulas important
A third looking for extra cleaning power
Tried and tested fragrances most popular
Environmental factors a lower priority
All-in-one dishwasher products preferred
Figure 62: Factors influencing choice of dishwasher detergent, February 2012
Extra-strength cleaning power most important
Leaving shiny glasses and a clean dishwasher
Keeping dishwashers smelling fresh another issue
Same minority interested in environmental factors
ATTITUDES TOWARDS DISHWASHERS
Key points
Vast majority run full dishwashers
Figure 63: Attitudes towards dishwashers, February 2012
Figure 64: Agreement with statements about washing up and dishwashers, February 2012
Saving time the main benefit of dishwashers
Dishwashers give better results on dishes and glasses
TARGET GROUPS
Key points
Figure 65: Target groups for dishwasher detergents, February 2012
Dishwasher Happy (28%)
Demographic characteristics
Dishwasher usage and factors influencing choice
Could Clean Better (25%)
Demographic characteristics
Dishwasher usage and factors influencing choice
Resources Concerned (17%)
Demographic characteristics
Dishwasher usage and factors influencing choice
Apathetic (30%)
Demographic characteristics
Dishwasher usage and factors influencing choice
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 66: Attitudes towards price, by demographics, 2011
Figure 67: Ownership of dishwashers, by demographics, 2011
Figure 68: Attitudes towards cooking, by demographics, 2011
Figure 69: Selected skin conditions suffered from in the last 12 months, by demographics, 2011
Figure 70: Attitudes towards price and loyalty, by demographics, 2011
Figure 71: Trends in attitudes towards the environment, by demographics, 2011
APPENDIX – WHO’S INNOVATING?
Figure 72: Attitudes towards new products, by demographics, 2011
APPENDIX – MARKET SIZE AND FORECAST
Figure 73: Best case/worst case forecast for UK retail sales dishwashing detergents, at current prices, 2011-16
APPENDIX – MARKET SEGMENTATION
Figure 74: Forecast of UK retail sales of hand dishwashing products, at current prices, 2006-16
Figure 75: Best case/worst case forecast for UK retail sales of hand dishwashing products, at current prices, 2011-16
Figure 76: Forecast of UK retail sales of dishwasher products, at current prices, 2006-16
Figure 77: Best case/worst case forecast for UK retail sales of dishwasher products, at current prices, 2011-16
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 78: Attitudes towards promotions, by demographics, 2011
APPENDIX – USAGE OF DISHWASHING PRODUCTS
Figure 79: Usage of dishwashing detergents, by demographics, 2011
Figure 80: Usage of dishwasher detergents by type, by demographics, 2011
Figure 81: Types of dishwasher products used, by demographics, 2011
Figure 82: Frequency of using washing-up liquids/detergents, by demographics, 2011
Figure 83: Frequency of use of dishwasher detergents, by demographics, 2011
APPENDIX – DISHWASHING PATTERNS AND SHOPPING RESPONSIBILITIES
Figure 84: Usage of dishwashers, February 2012
Figure 85: Involvement in buying washing-up liquids, February 2012
Figure 86: Involvement in buying dishwashing detergents, February 2012
Figure 87: Percentage of dishes washed by hand, by dishwasher users, February 2012
APPENDIX – FACTORS INFLUENCING CHOICE
Figure 88: Most popular factors influencing choice of washing-up liquid, February 2012
Figure 89: Next most popular factors influencing choice of washing-up liquid, February 2012
Figure 90: Other factors influencing choice of washing-up liquid, February 2012
Figure 91: Most popular factors influencing choice of dishwasher detergent, February 2012
Figure 92: Next most popular factors influencing choice of dishwasher detergent, February 2012
Figure 93: Other factors influencing choice of dishwasher detergent, February 2012
APPENDIX – ATTITUDES TOWARDS DISHWASHERS
Figure 94: Agreement with the statements ‘I tend to only run my dishwasher when it is full’ and ‘Having a dishwasher is essential’, February 2012
Figure 95: Agreement with the statements ‘Dishwashers are better than hand washing for getting shiny/sparkling glasses’ and ‘Dishwashers are better than hand washing at getting dishes clean’, February 2012
Figure 96: Agreement with the statements ‘Pans with baked-on stains clean up better when washed by hand’ and ‘To protect my best glasses I prefer to wash them up by hand’, February 2012
Figure 97: Agreement with the statements ‘Having a dishwasher saves a lot of time’ and ‘Dishwashers use too much water’, February 2012
Figure 98: Agreement with the statements ‘Dishwashers use too much electricity’ and ‘I tend to use my dishwasher only when I have guests’, February 2012
Figure 99: Agreement with the statements ‘My dishwasher often leaves residue behind on my dishes’ and ‘The impact on the environment of ingredients in dishwasher detergents concerns me’, February 2012
APPENDIX – TARGET GROUPS
Figure 100: Target groups for dishwasher detergents, by demographics, February 2012
Figure 101: Split of hand and machine dishwashing among dishwasher users, by target groups, February 2012
Figure 102: Factors influencing choice of washing-up liquid, by target groups, February 2012
Figure 103: Factors influencing choice of dishwasher detergent, by target groups, February 2012
Figure 104: Usage of dishwashers, by target groups, February 2012
Figure 105: Attitudes towards dishwashers, by target groups, February 2012