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Dishwashing Products - US - May 2013

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
The market
Category grows on new products and refocus on home meal prep
Figure 1: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
Dishwashing liquid outperforms detergent 2010-12, but both segments gain in long run
Figure 2: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
Market factors
Dishwasher ownership slips slightly
Figure 3: Dishwasher ownership, 2008-12
Time and money spent on home meal prep on the rise
Figure 4: Time spent on food preparation and cleanup, 2007-11
Retail channels
Price- and value-driven channels capture market share
Figure 5: Share of total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
Key players
Procter & Gamble fends off competition in both in dishwashing liquid and dishwasher detergent
Figure 6: Share of total MULO sales of dishwashing products, by leading companies, 52 weeks ending Feb. 24, 2013
The consumer
Detergent usage incidence slips slightly as dishwashing liquid frequency of use ticks up
Figure 7: Household usage of dishwashing products, 2008-12
Unit-dose detergents continue to gain on liquids and powders
Figure 8: Types of dishwasher detergents used, 2008-12
Shoppers rely on well-known brands, less deal driven than in some household categories
Figure 9: Dishwashing liquid shopping behaviors, February 2013
Cleaning power a cost-of-entry benefit for dishwashing liquid
Figure 10: Interest in dishwashing liquid attributes, February 2013
Performance benefits key for dishwasher detergent, others secondary
Figure 11: Interest in dishwasher detergent attributes, February 2013
Could dishwashing responsibility be shared more equally?
Figure 12: Dishwashing behaviors—washing by hand, February 2013
Dishwashing liquid versatility presents opportunity for education and idea sharing
Figure 13: Dishwashing attitudes—washing by hand, February 2013
What we think
ISSUES IN THE MARKET
How do consumers measure value in the market?
How important are sensory benefits in dishwashing liquids?
Could more consumer education benefit the dishwasher detergent segment?
What new opportunities are there for dishwashing product brands to strengthen the connection with consumers?
INSIGHTS AND OPPORTUNITIES
Positively natural
Figure 14: Total MULO sales of selected eco-friendly dishwashing products, 2010-12
Beyond the sink
Sharing the experience
TREND APPLICATIONS
Trend: Objectify
Trend: Perfecting the Details
Mintel Futures: Brand Intervention
MARKET SIZE AND FORECAST
Key points
Category grows on new products and refocus on home meal prep
Figure 15: Total U.S. retail sales and forecast of dishwashing products, at current prices, 2007-17
Figure 16: Total U.S. retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 17: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
MARKET DRIVERS
Household income stabilizes but remains weak
Figure 18: Median household income, in inflation-adjusted dollars, 2001-11
Dishwasher ownership slips slightly
Figure 19: Dishwasher ownership, 2008-12
Dishwasher ownership concentrated in higher-income households
Figure 20: Dishwasher ownership, by household income, Aug. 2011-Aug. 2012
Time spent on home meal prep and cleanup on the rise
Figure 21: Time spent on food preparation and cleanup, by gender, 2007-11
More money spent on food at home
Figure 22: Percentage of total food expenditures on food at home and food away from home, 2007-11
SEGMENT PERFORMANCE
Key points
Both segments gain ground in shaky economy
Figure 23: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
SEGMENT – DISHWASHING LIQUID
Key points
Shaky economy sets stage for segment growth
Figure 24: Total U.S. retail sales and forecast of dishwashing liquid, at current prices, 2007-17
SEGMENT – DISHWASHER DETERGENT/RINSE AID
Key points
Segment sales appear to stall on pricing action
Value-added products poised to boost sales in coming years
Figure 25: Total U.S. retail sales and forecast of dishwasher liquid, at current prices, 2007-17
RETAIL CHANNELS
Key points
Price- and value-driven channels capture market share
Figure 26: Total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
RETAIL CHANNELS – SUPERMARKETS
Key points
Supermarkets grow category sales but lose share
Figure 27: U.S. supermarket sales of dishwashing products, at current prices, 2007-12
RETAIL CHANNELS – DRUG STORES
Key points
Drug stores post solid gain over five-year period
Figure 28: U.S. drug store sales of dishwashing products, at current prices, 2007-12
RETAIL CHANNELS – OTHER CHANNELS
Key points
Other channels gain on continued prevalence of value shopping
Figure 29: U.S. sales of dishwashing products in other channels, at current prices, 2007-12
RETAIL CHANNELS – NATURAL SUPERMARKETS
Key points
Insights
Sales of dishwashing products in the natural channel
Figure 30: Natural supermarket sales of dishwashing products, at current prices, 2010-12*
Figure 31: Natural supermarket sales of dishwashing products, at inflation-adjusted prices, 2010-12*
Brands of note and innovators
Figure 32: Sales and share of dishwashing products in natural supermarkets, 2010* and 2012*
LEADING COMPANIES
Key points
P&G fends of competition in both segments
Beyond the big three: opportunities for targeted lines
Figure 33: Total MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – DISHWASHING LIQUID
Key points
Dawn holds share on base-brand strength, scent variety
Colgate-Palmolive increases segment sales but loses share
Other competitors gain on innovation and eco-friendliness
Figure 34: Total MULO sales of dishwashing liquid, by leading companies, rolling 52 weeks 2012 and 2013
BRAND SHARE – DISHWASHER DETERGENT/RINSE AID
Key points
Finish maintains the momentum
Cascade responds with Platinum
Multiple-benefit products and additives gain momentum
Figure 35: Total MULO sales of dishwasher detergent/rinse aid, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
Launches maintain steady pace after rebounding from 2009 dip
Figure 36: Launches of new dishwashing products, percentages by type, 2007-12
Figure 37: Launches of new dishwashing products, percentages by name brand or private label for each type, 2007-12
Eco-friendly claims a common denominator across the category
Figure 38: Dishwashing liquid launches, top claims, 2007-12
Figure 39: Dishwasher detergent, rinse aid, and dishwasher care launches, top claims, 2007-12
Many launches, a handful of key themes
Scent variety
Skin friendliness
Cleaning power
Eco-friendly
MARKETING STRATEGIES
Overview
Dawn dominates dishwashing liquid marketing spending
Two-brand battle in dishwasher detergent
Figure 40: Measured media advertising spending of leading dishwashing product brands, 2010 and 2011
Dawn stresses value over lower-priced competition
Figure 41: Dawn “I Want More Suds” TV ad, 2013
Dawn Hand Renewal positions skin protection and beauty care
Figure 42: Dawn “Hand it To You” TV ad, 2013
Finish keeps the “revolution” going
Figure 43: Finish “Revolution” TV ad, 2013
Cascade takes more competitive stance with Kitchen Counselor campaign
Figure 44: Cascade Complete “You didn’t have to come over” TV ad, 2012
Cascade Platinum promises to clean dishes and dishwasher
Figure 45: Cascade Platinum “You’re Too Perfect” TV ad, 2013
OxiClean cites changes in detergents in spot for dishwashing booster
Figure 46: OxiClean Dishwashing Booster “here’s some good news” TV ad, 2013
SOCIAL MEDIA
Key points
 KEY SOCIAL MEDIA METRICS
Figure 47: Key brand metrics, dishwashing brands, April 2013
Market overview
Brand usage and awareness
Figure 48: Usage and awareness of selected dishwashing brands, February 2013
Interaction with brands
Figure 49: Interaction with selected dishwashing brands, February 2013
Online conversations
Figure 50: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
Figure 51: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
Where are people talking about dishwashing brands?
Figure 52: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
What are people talking about online?
Figure 53: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
Figure 54: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
Figure 55: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
 BRAND ANALYSIS
Dawn
Figure 56: Dawn key social media indicators, April 2013
Key online campaigns
What we think
Finish
Figure 57: Finish key social media indicators, April 2013
Key online campaigns
What we think
Cascade
Figure 58: Cascade key social media indicators, April 2013
Key online campaigns
What we think
Palmolive
Key online campaigns
What we think
Seventh Generation
Figure 59: Seventh Generation key social media indicators, April 2013
Key online campaigns
What we think
Method
Figure 60: Method key social media indicators, April 2013
Key online campaigns
What we think
DISHWASHING PRODUCT USAGE
Key points
Dishwashing liquid usage holds steady, detergent usage slips slightly
Figure 61: Household usage of dishwashing products, 2008-12
Dishwashing liquid usage frequency ticks up
Figure 62: Frequency of using dishwashing products, 2008-12
Unit-dose detergents continue to gain
Figure 63: types of dishwasher detergents used, 2008-12
Figure 64: types of dishwasher detergents used, 2008-12
DISHWASHING FREQUENCY
Key points
Women more likely than men to report frequent dishwashing by hand
Older adults less frequent dishwasher users
Figure 65: Dishwashing frequency, by gender and age, February 2013
Higher-income households more likely to use dishwasher detergent
Figure 66: Dishwashing frequency, by household income, February 2013
Larger households wash dishes more frequently
Figure 67: Dishwashing frequency, by household size, February 2013
DISHWASHING PRODUCT SHOPPING RESPONSIBILITY
Women more likely to be primary purchasers, but balance may be shifting
Figure 68: Dishwashing products shopping responsibility, by gender and age, February 2013
DISHWASHING PRODUCT SHOPPING BEHAVIORS
Key points
Category shoppers rely on well-known brands
Deal shopping less prevalent than in some other household categories
Opportunity to focus shopping on benefits rather than price
Figure 69: Dishwashing liquid shopping behaviors, by gender and age, February 2013
INTEREST IN DISHWASHING PRODUCT ATTRIBUTES
Key points
Cleaning power a cost-of-entry benefit for dishwashing liquid
Interest in dishwashing liquids with antibacterial properties remains strong
Sensory benefits and skincare essential themes for dishwashing liquids
Eco-friendly gets personal
Figure 70: Interest in dishwashing liquid attributes, by gender and age, February 2013
Performance benefits key for dishwasher detergent, others secondary
Opportunity for education in stores
Figure 71: Interest in dishwasher detergent attributes, by gender and age, February 2013
DISHWASHING BEHAVIORS
Key points
Could dishwashing responsibility be shared more equally?
Time-pressed young adults likely to let dishes sit unwashed in the sink
Figure 72: Dishwashing behaviors—washing by hand, by gender and age, February 2013
More than half of dishwasher users rinse dishes well first
Figure 73: Dishwashing behaviors – using a dishwasher, by gender and age, February 2013
DISHWASHING ATTITUDES
Key points
Sanitizing dishes an opportunity for liquids and detergents
Figure 74: Dishwashing attitudes, by gender and age, February 2013
Older adults appreciate versatility of dishwashing liquid
Figure 75: Dishwashing attitudes—washing by hand, by gender and age, February 2013
Lower-income consumers more engaged in dishwashing experience
Figure 76: Dishwashing attitudes—washing by hand, by household income, February 2013
Opportunity to educate dishwasher users on energy efficiency, other issues
Figure 77: Dishwashing attitudes—using a dishwasher, by gender and age, February 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanic, Asian, black households wash dishes by hand more frequently
Figure 78: Dishwashing frequency, by race/Hispanic origin, February 2013
Shoppers in all groups tend to opt for well-known brands
Figure 79: Dishwashing liquid shopping behaviors, by race/Hispanic origin, February 2013
Black and Hispanic consumers especially interested in antibacterial products
Figure 80: Dishwashing liquid attribute importance, by race/Hispanic origin, February 2013
Blacks’ and Hispanics’ detergent preferences consistent with liquids
Figure 81: Dishwasher detergent attribute importance, by race/Hispanic origin, February 2013
Black consumers likely to appreciate the versatility of dishwashing liquids
Figure 82: Dishwashing attitudes—washing by hand, by race/Hispanic origin, February 2013
HOUSEHOLD CARE SEGMENTATION
Figure 83: Household care segments, February 2013
Super Cleaners
Demographics
Household care characteristics
Dishwashing products category characteristics
Opportunity
Disengageds
Demographics
Household care characteristics
Dishwashing products category characteristics
Opportunity
Easy Greens
Demographics
Home care characteristics
Dishwashing product category characteristics
Opportunity
Cluster characteristic tables
Figure 84: General home care attitudes, any agree, by household care segments, February 2013
Figure 85: General home care attitudes, strongly agree, by household care segments, February 2013
Figure 86: Dishwashing products shopping responsibility, by household care segments, February 2013
Figure 87: Dishwashing frequency, by household care segments, February 2013
Figure 88: Dishwashing liquid shopping behaviors, by household care segments, February 2013
Figure 89: Dishwasher detergent shopping behaviors, by household care segments, February 2013
Figure 90: Dishwashing behaviors—washing by hand, by household care segments, February 2013
Figure 91: Dishwashing behaviors—using a dishwasher, by household care segments, February 2013
Figure 92: Dishwashing liquid attribute importance, by household care segments, February 2013
Figure 93: Dishwasher detergent attribute importance, by household care segments, February 2013
Figure 94: Dishwashing attitudes, by household care segments, February 2013
Figure 95: Dishwashing attitudes—washing by hand, by household care segments, February 2013
Figure 96: Dishwashing attitudes—using a dishwasher, by household care segments, February 2013
Cluster demographic tables
Figure 97: Household care segments, by demographics, February 2013
Cluster methodology
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF DISHWASHING PRODUCTS
 DISHWASHING LIQUID
 CONSUMER INSIGHTS ON KEY PURCHASE MEASURES—DISHWASHING LIQUID
Brand map
Figure 98: Brand map, selected brands of dishwashing liquid, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 99: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 2012*
 DISHWASHER DETERGENT/ADDITIVE
Consumer insights on key purchase measures—dishwasher detergent/additive
Brand map
Figure 100: Brand map, selected brands of dishwasher detergent/additive buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 101: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2012*
CUSTOM CONSUMER GROUPS
 GENDER AND PRESENCE OF CHILDREN YOUNGER THAN 18
Presence of kids increases the frequency of dishwashing
Figure 102: Dishwashing frequency, by gender and presence of children in household, February 2013
Households with kids not much more likely to share dishwashing duty
Figure 103: Dishwashing behaviors—washing by hand, by gender and presence of children in household, February 2013
Small differences in attribute importance between parents and nonparents
Figure 104: Dishwashing liquid attribute importance, by gender and presence of children in household, February 2013
Opportunity to educate parents on versatility of dishwashing liquid
Figure 105: Dishwashing attitudes—washing by hand, by gender and presence of children in household, February 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Dishwashing product shopping behaviors
Figure 106: Dishwashing liquid shopping behaviors, by household income, February 2013
Figure 107: Dishwashing liquid shopping behaviors, by household size, February 2013
Figure 108: Dishwasher detergent shopping behaviors, by gender and age, February 2013
Figure 109: Dishwasher detergent shopping behaviors, by household income, February 2013
Interest in dishwashing product attributes
Figure 110: Interest in dishwashing liquid attributes, by household income, February 2013
Figure 111: Interest in dishwasher detergent attributes, by household income, February 2013
Figure 112: Interest in dishwasher detergent attributes, by household size, February 2013
Dishwashing behaviors
Figure 113: Dishwashing behaviors—washing by hand, by household income, February 2013
Figure 114: Dishwashing behaviors—washing by hand, by household size, February 2013
Figure 115: Dishwashing behaviors—using a dishwasher, by household income, February 2013
Figure 116: Dishwashing behaviors—using a dishwasher, by household size, February 2013
Dishwashing attitudes
Figure 117: Dishwashing attitudes, by household income, February 2013
Figure 118: Dishwashing attitudes, by household size, February 2013
Figure 119: Dishwashing attitudes—washing by hand, by household size, February 2013
Figure 120: Dishwashing attitudes—using a dishwasher, by household income, February 2013
Figure 121: Dishwashing attitudes—using a dishwasher, by household size, February 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 122: Brand usage or awareness, February 2013
Figure 123: Dawn usage or awareness, by demographics, February 2013
Figure 124: Cascade usage or awareness, by demographics, February 2013
Figure 125: Palmolive usage or awareness, by demographics, February 2013
Figure 126: Finish usage or awareness, by demographics, February 2013
Figure 127: Seventh generation usage or awareness, by demographics, February 2013
Figure 128: Method usage or awareness, by demographics, February 2013
Activities done
Figure 129: Activities done, February 2013
Figure 130: Dawn—activities done, by demographics, February 2013
Figure 131: Cascade—activities done, by demographics, February 2013
Figure 132: Palmolive—activities done, by demographics, February 2013
Figure 133: Finish—activities done, by demographics, February 2013
Figure 134: Seventh generation —activities done, by demographics, February 2013
Online conversations
Figure 135: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
Figure 136: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
Figure 137: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
Figure 138: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
Figure 139: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
Figure 140: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
APPENDIX – TRADE ASSOCIATIONS

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