Dishwashing Products - UK - May 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
Market size
Figure 1: Best- and worst-case forecast of UK retail value sales of dishwashing products, 2008-18
Growth driven by higher average prices
Market boosted by sales of dishwasher products
Figure 2: Breakdown of retail value sales of dishwashing products, % share by segment, 2013
Market factors
Higher dishwasher penetration and more households key to growth
Figure 3: Proportion of people with a dishwasher in their household, by household size, February 2014
Companies, brands and innovation
Fairy strengthens lead in dishwashing market
Figure 4: Brand shares of value sales of dishwashing products, 2013
Washing-up liquids the majority of new launches
P&G and RB dominate advertising spending
The consumer
Half of dishwashers used on a daily basis
Figure 5: Frequency of using the dishwasher, February 2014
Washing up by hand typically done at least once a day
Figure 6: Frequency of doing the washing up by hand, February 2014
Eight in 10 people are buyers of washing-up liquid
Fragrance the most important attribute
Figure 7: Factors influencing choice of washing-up liquids, February 2014
Non-dishwashing uses for washing-up liquid
Removing tough stains most important for dishwasher detergent
Figure 8: Factors influencing choice of dishwasher detergent, February 2014
Significant barriers to higher penetration of dishwashers
Figure 9: Attitudes towards dishwashing and dishwashers, February 2014
What we think
ISSUES AND INSIGHTS
Driving increased penetration of dishwashers in UK homes
The facts
The implications
Opportunities for brand extension in hand dishwashing
The facts
The implications
Encouraging trading up in washing-up liquids
The facts
The implications
Adding extra value to machine dishwashing market
The facts
The implications
TREND APPLICATION
Trend: Prove It
Trend: Life Hacking
Trend: Extend My Brand
MARKET DRIVERS
Key points
Growth in number of households
Figure 10: UK households, by size, 2008-18
Dishwasher owners still in a minority
Figure 11: Proportion of people with a dishwasher in their household, February 2014
Figure 12: Proportion of people with a dishwasher in their household, by socio-economic group, February 2014
Figure 13: Proportion of people with a dishwasher in their household, by household size, February 2014
More house moves should help dishwasher sales
Figure 14: Number of residential property transactions completed in the UK*, 2008-13
More people means more meals being eaten at home
Figure 15: Trends in the age structure of the UK population, 2008-18
Improving consumer confidence as recovery strengthens
Figure 16: Trends in how respondents would describe their financial situation, February 2009-March 2014
Figure 17: Trends in consumer sentiment for the coming year, February 2009-March 2014
Eating out or meal choice has limited impact on dishwashing
WHO’S INNOVATING?
Key points
Increased focus on dishwasher care
Figure 18: New product launches in the UK dishwashing products market, % by product type, 2010-14
Own-label accounts for more than six in 10 launches
Figure 19: New product launches in the UK dishwashing products market, % share by own-label vs. branded, 2010-14
Figure 20: Examples of own-label product launches in the UK dishwashing products market, 2013 and 2014
P&G leads branded launch activity
Figure 21: New product launches in the UK dishwashing products market, % share by company (top 12 and other), 2013
Figure 22: Examples of branded product launches in the UK dishwashing products market, 2013
Figure 23: Examples of branded product launches in the UK dishwashing products market, 2014
Environmentally friendly claims increase in prominence
Figure 24: New product launches in the UK dishwashing products market, % share by selected claims, 2010-14
Figure 25: Examples of product launches in the UK dishwashing products market making environmentally friendly product claims, 2013
Figure 26: Examples of product launches in the UK dishwashing products market making economy claims, 2013 and 2014
Figure 27: Other examples of product launches in the UK dishwashing products market, 2013 and 2014
Greater focus in 2013 on updating products
Figure 28: New product launches in the UK dishwashing products market, % by launch type, 2010-14
Tablets dominate launch activity in machine dishwashing
Figure 29: New product launches in the UK in automatic dishwashing detergents market, % by format type, 2010-14
MARKET SIZE AND FORECAST
Key points
Solid growth in value sales of dishwashing products
Figure 30: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2008-18
The future
Figure 31: Best- and worst-case forecast of UK retail sales of dishwashing products, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Little growth in hand dishwashing sales
Figure 32: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2008-18
Figure 33: UK retail sales of hand dishwashing products, by segment, 2012 and 2013
Return to growth for sales of dishwasher products
Figure 34: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2008-18
Figure 35: UK retail sales of dishwasher products, by sector, 2012 and 2013
MARKET SHARE
Key points
Fairy has strong lead in dishwashing market
Figure 36: Brand shares of value sales of dishwashing products, 2013
Finish takes over half of machine dishwashing sales
Figure 37: Brand shares in value sales of machine dishwashing products, years ending January 2013 and 2014
Fairy goes from strength to strength in hand dishwashing
Figure 38: Brand shares in value sales of hand dishwashing products, years ending January 2013 and 2014
COMPANIES AND PRODUCTS
Ecover
Figure 39: Examples of new product launches by Ecover in the dishwashing market, April 2013-March 2014
Jeyes
McBride
Figure 40: Examples of new product launches by McBride and McBride/Unilever in the dishwashing market, April 2013-March 2014
Procter & Gamble
Figure 41: Examples of new product launches by Procter & Gamble in the dishwashing market, April 2013-March 2014
Reckitt Benckiser
Figure 42: Examples of new product launches by Reckitt Benckiser in the dishwashing market, April 2013-March 2014
BRAND RESEARCH
Brand map
Figure 43: Attitudes towards and usage of brands in the dishwashing products sector, January 2014
Correspondence analysis
Brand attitudes
Figure 44: Attitudes, by dishwashing products brand, January 2014
Brand personality
Figure 45: Dishwashing products brand personality – macro image, January 2014
Figure 46: Dishwashing products brand personality – micro image, January 2014
Brand experience
Figure 47: Dishwashing products brand usage, January 2014
Figure 48: Satisfaction with various dishwashing products brands, January 2014
Figure 49: Consideration of dishwashing products brands, January 2014
Figure 50: Consumer perceptions of current dishwashing products brand performance, January 2014
Brand recommendation
Figure 51: Recommendation of selected dishwashing products brands, January 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Increase in 2013 advertising spending
Figure 52: Main media advertising expenditure on dishwashing detergents, 2010-14
P&G increases share of total advertising
Figure 53: Main media advertising expenditure on dishwashing products, by advertiser, 2010-13
Fairy Platinum the biggest campaign
Figure 54: Main media advertising expenditure on dishwashing products, by advertiser and brand, 2010-13
TV advertising dominates spending
Figure 55: Main media advertising expenditure on dishwashing products, by media type, 2010-14
CHANNELS TO MARKET
Key points
Grocery multiples dominate distribution
Figure 56: UK retail value sales of dishwashing products, by outlet type, 2011-13
Competition from non-food discounters
THE CONSUMER – FREQUENCY OF DISHWASHING
Key points
Using dishwashers once a day most common
Figure 57: Frequency of using the dishwasher, February 2014
Older bias to infrequent users
Washing up a daily chore for seven in 10 people
Figure 58: Frequency of doing the washing up by hand, February 2014
More than half of dishwasher owners wash up by hand daily
Figure 59: Frequency of doing the washing up by hand, by proportion of households with a dishwasher, February 2014
THE CONSUMER – PURCHASING OF DISHWASHING PRODUCTS
Key points
Eight out of 10 people buy washing-up liquid
Figure 60: Purchasing of dishwashing products, February 2014
Frequent dishwasher users more likely to buy ancillary products
Figure 61: Purchasing of dishwashing products, by frequency of using the dishwasher, February 2014
Figure 62: Purchasing of dishwashing products, by frequency of doing the washing up by hand, February 2014
THE CONSUMER – FACTORS INFLUENCING CHOICE OF WASHING-UP LIQUID
Key points
Fragrances give added differentiation
Figure 63: Factors influencing choice of washing-up liquids, February 2014
Figure 64: Importance of a pleasant fragrance when choosing what washing-up liquid to buy, by gender and age, February 2014
Segmentation caters for variety of needs
Figure 65: Importance of antibacterial formulae and skin-friendly properties when choosing what washing-up liquid to buy, by gender and age, February 2014
Environmental considerations a low priority
THE CONSUMER – USES FOR WASHING-UP LIQUID
Key points
A replacement for hand soap to remove dirt or germs
Figure 66: Uses for washing-up liquid over the last three months, February 2014
Figure 67: Usage of washing-up liquid as a hand soap in the last three months, by age, February 2014
Substitution from hard surface cleaners occurring
A number of other uses for washing-up liquid
Seven in 10 buyers use for jobs other than washing up
Figure 68: Number of other uses than washing up dishes/pans for washing-up liquid in the last three months, February 2014
THE CONSUMER – FACTORS INFLUENCING CHOICE OF DISHWASHER DETERGENT
Key points
Cleaning power most important in machine dishwashing
Figure 69: Factors influencing choice of dishwasher detergent, February 2014
Putting value on the convenience of all-in-one products
Figure 70: Those looking for protection from automatic dishwasher detergents, by age, February 2014
Looking for performance on shorter cycles
Eliminating odours more important than being fragranced
Extra shine important for glassware
THE CONSUMER – ATTITUDES TOWARDS DISHWASHING AND DISHWASHERS
Key points
Overcoming some of the barriers to ownership
Figure 71: Attitudes towards dishwashing and dishwashers, February 2014
Dishwashers as a luxury people cannot afford to be without
Figure 72: Attitudes towards having a dishwasher, by those with and without dishwashers, February 2014
Baked-on stains still a problem for dishwasher users
Figure 73: Attitudes towards hand and machine dishwashing, by those with and without dishwashers, February 2014
APPENDIX – MARKET DRIVERS
Figure 74: Proportion of households with a dishwasher, February 2014
Figure 75: Proportion of households with a dishwasher, by demographics, February 2014
APPENDIX – WHO’S INNOVATING?
Figure 76: New own-label product launches in the UK dishwashing products market, % by product type, 2013-14
Figure 77: New product launches in the UK hand dishwashing market, by fragrance group, 2013-14
Figure 78: New product launches in the UK hand dishwashing market, by top 10 claims, 2013-14
Figure 79: New product launches in the UK automatic dishwashing detergents market, by top 10 claims, 2013-14
Figure 80: New product launches in the UK automatic dishwashing detergents market, by fragrance, 2013-14
APPENDIX – MARKET SIZE AND FORECAST
Figure 81: Best- and worst-case forecast for UK retail value sales of dishwashing products, 2013-18
APPENDIX – SEGMENT PERFORMANCE
Figure 82: Best- and worst-case forecast of UK retail value sales of hand dishwashing products, 2008-18
Figure 83: Best- and worst-case forecast for UK retail value sales of hand dishwashing products, 2013-18
Figure 84: Best- and worst-case forecast of UK retail value sales of machine dishwashing products, 2008-18
Figure 85: Best- and worst-case forecast for UK retail value sales of machine dishwashing products, 2013-18
APPENDIX – BRAND RESEARCH
Figure 86: Brand usage, January 2014
Figure 87: Brand commitment, January 2014
Figure 88: Brand commitment, January 2014
Figure 89: Brand diversity, January 2014
Figure 90: Brand satisfaction, January 2014
Figure 91: Brand recommendation, January 2014
Figure 92: Brand attitude, January 2014
Figure 93: Brand image – macro image, January 2014
Figure 94: Brand image – micro image, January 2014
APPENDIX – THE CONSUMER – FREQUENCY OF DISHWASHING
Figure 95: Frequency of using the dishwasher, February 2014
Figure 96: Frequency of using the dishwasher, by demographics, February 2014
Figure 97: Frequency of doing the washing up by hand, February 2014
Figure 98: Frequency of doing the washing up by hand, by demographics, February 2014
APPENDIX – THE CONSUMER – PURCHASING OF DISHWASHING PRODUCTS
Figure 99: Purchasing of dishwashing products, February 2014
Figure 100: Purchasing of dishwashing products, by demographics, February 2014
Figure 101: Purchasing of dishwashing products, by demographics, February 2014 (continued)
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF WASHING-UP LIQUID
Figure 102: Factors influencing choice of washing-up liquids, February 2014
Figure 103: Factors influencing choice of washing-up liquids, by demographics, February 2014
Figure 104: Factors influencing choice of washing-up liquids, by demographics, February 2014 (continued)
Figure 105: Factors influencing choice of washing-up liquids, by frequency of doing the washing up by hand, February 2014
APPENDIX – THE CONSUMER – USES FOR WASHING-UP LIQUID
Figure 106: Uses for washing-up liquid over the last three months, February 2014
Figure 107: Uses for washing-up liquid over the last three months, by demographics, February 2014
Figure 108: Uses for washing-up liquid over the last three months, by demographics, February 2014 (continued)
Repertoire analysis
Figure 109: Repertoire of uses for washing-up liquid over the last three months, by demographics, February 2014
Figure 110: Uses for washing-up liquid over the last three months, by repertoire of uses for washing-up liquid over the last three months, February 2014
APPENDIX – THE CONSUMER – FACTORS INFLUENCING CHOICE OF DISHWASHER DETERGENT
Figure 111: Factors influencing choice of dishwasher detergent, February 2014
Figure 112: Factors influencing choice of dishwasher detergent, by demographics, February 2014
Figure 113: Factors influencing choice of dishwasher detergent, by demographics, February 2014 (continued)
Figure 114: Factors influencing choice of dishwasher detergent, by frequency of using the dishwasher, February 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS DISHWASHING AND DISHWASHERS
Figure 115: Attitudes towards dishwashing and dishwashers, February 2014
Figure 116: Attitudes towards dishwashing and dishwashers, by demographics, February 2014
Figure 117: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
Figure 118: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
Figure 119: Attitudes towards dishwashing and dishwashers, by proportion of households with a dishwasher, February 2014
Figure 120: Attitudes towards dishwashing and dishwashers, by frequency of using the dishwasher, February 2014