Dishwashing Products - UK - May 2017

OVERVIEW
What you need to know
Products covered in this Report
Hand dishwashing detergents
Dishwasher detergents
Excluded
EXECUTIVE SUMMARY
The market
Value decline for dishwashing category
Inflation expected to support value sales
Figure 1: Forecast of UK retail value sales of dishwashing products, 2011-21
Hand dishwashing sees steepest fall
Dishwasher tablets dominated segment
Supermarkets remain the strongest channel
UK dishwasher ownership lags behind other countries
Companies and brands
Fairy and Finish continue to dominate market
Figure 2: Manufacturers’ shares of value sales of dishwashing products, 2016/17
Dishwashing innovation declines
Green launches from Waitrose and Seventh Generation
Adspend hits four-year high
Fairy enjoys strong brand image, Finish scores well on performance
Figure 3: Attitudes towards and usage of selected brands, March 2017
The consumer
Washing-up liquid is universally used and purchased
Figure 4: Usage and purchase of washing-up liquid, March 2017
Dishwasher tablets and capsules dominate
Figure 5: Usage and purchase of dishwasher products, March 2017
High level of loyalty in dishwashing category
Figure 6: Purchase habits for washing-up liquid, March 2017
Figure 7: Purchase habits for dishwasher detergents, March 2017
Free samples are key to encouraging switching
Figure 8: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
Figure 9: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
Price is key factor for those shopping around
Figure 10: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
Figure 11: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
Ultra-concentrated washing-up liquids and no-drip caps garner interest
Figure 12: Purchase behaviours for dishwashing products, March 2017
Confidence is high in dishwasher care knowledge
Figure 13: Attitudes towards dishwasher products, March 2017
What we think
ISSUES AND INSIGHTS
Disrupting savvy shopping habits
The facts
The implications
Balancing the all-in-one positioning with ancillary use
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Value decline for dishwashing category
Inflation expected to support value sales
Hand dishwashing sees steepest fall
Dishwasher tablets dominated segment
Supermarkets remain the strongest channel
UK dishwasher ownership lags behind other countries
MARKET SIZE AND FORECAST
Value decline continues for dishwashing category
Figure 14: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
Inflation expected to support value sales
Figure 15: Forecast of UK retail value sales of dishwashing products, 2011-21
Forecast methodology
MARKET SEGMENTATION
Fall in hand dishwashing sales
Figure 16: UK retail value sales of dishwashing products, by segment, 2015 and 2016
Machine dishwashing sees sales dip
Figure 17: UK retail value sales of machine dishwashing products, by sub-segment, 2015 and 2016
CHANNELS TO MARKET
Supermarkets remain the strongest channel
Figure 18: UK retail value sales of dishwashing products, by outlet type, 2014-16
Amazon Dash launches for Fairy and Finish
MARKET DRIVERS
UK dishwasher ownership lags behind other countries
Figure 19: Ownership of dishwashers in selected European countries and the US, UK – March 2017, France, Germany, Italy and Spain – July 2016, and the US – November 2016
Population growth should underpin demand for dishwashing products…
Figure 20: UK households, by size, 2011-21
…but shrinking household size will put pressure on dishwasher market
Figure 21: Dishwasher ownership, by household size, March 2017
Rental market supresses growth potential for dishwashers
Figure 22: Dishwasher ownership, by housing situation, March 2017
Brexit spells end of deflation and growing real consumer incomes
Dented consumer confidence could increase dine-in occasions
Figure 23: Dishwasher ownership, by financial situation, March 2017
EU phosphate ban comes into action
Figure 24: Share of automatic dishwasher detergent launches in the UK market containing phosphorus compounds, 2012-16
2017 deadline for CLP regulation compliancy looms
Implications of Brexit on product regulations
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Fairy and Finish continue to dominate market
Dishwashing innovation declines
Green launches from Waitrose and Seventh Generation
Adspend hits four-year high
Fairy enjoys strong brand image, Finish scores well on performance
MARKET SHARE
Dominance of P&G and RB continues
Figure 25: Manufacturers’ shares of value sales of dishwashing products, 2016/17*
Finish sees market share slip in machine dishwashing
Figure 26: Leading brands’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
Fairy extends lead in hand dishwashing
Figure 27: Leading brands’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
LAUNCH ACTIVITY AND INNOVATION
Dishwashing product launches decline
Figure 28: Share of new product launches in the UK dishwashing products market, by sub-segment, 2013-17
P&G strengthens lead in NPD
Reckitt Benckiser relaunches Finish as Super Charged
Figure 29: Share of new product launches in the UK dishwashing products market, by top 10 companies (sorted by 2016), 2013-17
Spontex crosses over into dishwashing
Ethical claims are becoming the norm
Waitrose launches Waitrose ECOlogical range
Figure 30: Leading claims in the UK dishwashing products market, by top 10 claims (sorted by 2016), 2013-17
Method unveils colourful packaging collaborations
Lemon continues to lead in fragrances
Figure 31: Leading fragrances in the UK dishwashing products market, by top 10 fragrances (sorted by 2016), 2013-17
ADVERTISING AND MARKETING ACTIVITY
Adspend hits four-year high
Figure 32: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, 2013-17
Top advertiser P&G ups spend
Figure 33: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top five advertisers (sorted by 2016), 2013-17
RB steps back on adspend
Two new Finish adverts in 2017
Discounters highlight value
Ecover continues ocean plastic campaign
Method launches colourful #themethodway campaign
Nielsen Ad Intel coverage
BRAND RESEARCH
What you need to know
Brand map
Figure 34: Attitudes towards and usage of selected brands, March 2017
Key brand metrics
Figure 35: Key metrics for selected brands, March 2017
Brand attitudes: Fairy excels on trust, quality and reputation
Figure 36: Attitudes, by brand, March 2017
Brand personality: Ecover leads on ethics
Figure 37: Brand personality – Macro image, March 2017
Fairy and Finish are viewed as reliable and effective
Figure 38: Brand personality – Micro image, March 2017
Brand analysis
Fairy enjoys advantage across most metrics
Figure 39: User profile of Fairy, March 2017
Finish scores well on performance
Figure 40: User profile of Finish, March 2017
Persil’s presence in laundry gives it strong brand image
Figure 41: User profile of Persil, March 2017
Aldi’s Magnum scores high on value
Figure 42: User profile of Aldi Magnum, March 2017
Ecover’s ethical credentials are widely recognised
Figure 43: User profile of Ecover, March 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Washing-up liquid is universally used and purchased
Dishwasher tablets and capsules dominate
High level of loyalty in dishwashing category
Free samples are key to encouraging switching
Price is key factor for those shopping around
Ultra-concentrated washing-up liquids and no-drip caps garner interest
Confidence is high in dishwasher care knowledge
USAGE AND PURCHASING OF DISHWASHING PRODUCTS
Washing-up liquid is universally used and purchased
Figure 44: Usage and purchase of washing-up liquid, March 2017
Extensive crossover across washing-up liquid and dishwasher products
Figure 45: Crossover in usage and purchase of washing-up liquid and dishwasher products, March 2017
Dishwasher tablets and capsules dominate
Figure 46: Usage and purchase of dishwasher products, March 2017
Under-45s are less likely to use ancillaries
PURCHASE HABITS FOR DISHWASHING PRODUCTS
The majority are brand-loyal when buying washing-up liquid
Figure 47: Purchase habits for washing-up liquid, March 2017
Half of dishwasher detergent buyers are brand-loyal
Figure 48: Purchase habits for dishwasher detergents, March 2017
Family lifestage prompts shopping around
PROMPTS FOR SWITCHING DISHWASHING PRODUCTS
Free samples are key to encouraging switching
Trial-sized packs should reduce risk of experimentation
Figure 49: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
Figure 50: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
Promotions provide prompt to many
Recommendations from friends and family important
Figure 51: Screengrab from the Savvy Circle subsection on supersavvyme.co.uk, April 2016
FACTORS INFLUENCING CHOICE OF DISHWASHING PRODUCTS
Savvy shopping habits are well established in category
Figure 52: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
Figure 53: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
All-in-one and added benefits are ingrained in dishwasher products
Antibacterial and skin-friendly properties hold sway in washing-up liquid
Fragrance innovations can encourage experimentation
PURCHASE BEHAVIOURS FOR DISHWASHING PRODUCTS
Demand for ultra-concentrated washing-up liquids
No-drip caps garner interest
Figure 54: Purchase behaviours for dishwashing products, March 2017
Consumers are encouraged by quality awards
Scope for household care brands to expand into dishwashing
The young and affluent are more likely to look for eco-friendly products
ATTITUDES TOWARDS DISHWASHER PRODUCTS
Confidence is high in dishwasher care knowledge
Figure 55: Attitudes towards dishwasher products, March 2017
Pre-rinsing habits persist
Performance issues remain
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Total market forecast
Figure 56: UK retail value sales of dishwashing products, best- and worst-case forecast, 2016-21
Hand dishwashing segment forecast
Figure 57: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2011-21
Figure 58: Forecast of UK retail value sales of hand dishwashing products, 2011-21
Figure 59: UK retail value sales of hand dishwashing products, best- and worst-case forecast, 2016-21
Machine dishwashing segment forecast
Figure 60: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2011-21
Figure 61: Forecast of UK retail value sales of machine dishwashing products, 2011-21
Figure 62: UK retail value sales of machine dishwashing products, best- and worst-case forecast, 2016-21
APPENDIX – MARKET SHARE
Figure 63: Leading manufacturers’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
Figure 64: Leading manufacturers’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
APPENDIX – LAUNCH ACTIVITY AND INNOVATION
Figure 65: Share of new product launches in the UK dishwashing products market, by launch type, 2013-17
Figure 66: Share of new product launches in the UK dishwashing products market, by branded and private label, 2013-17
Figure 67: Share of new product launches in the UK automatic dishwashing segment, by format, 2013-17
Figure 68: Use of ‘dermatologically tested’ and ‘antibacterial’ claims in the UK hand dishwashing products market, 2013-17