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Dishwasher and Dishwashing Products - US - July 2009

Estimated at $1.1 billion in 2009, the dishwashing products market has seen slow growth in FDMx sales, translating to a 10% fall from 2004-09 when inflation is taken into account.

This report hones in on the following issues that drive the dishwashing products market:

  • The impact of the economic downturn, which, since 2007, has led consumers to seek ways to cut costs, both in terms of eating out less, and saving money on cleaning products
  • The impact of the broader green movement on the dishwashing products market and the success of green dishwashing products, including products recently introduced by Clorox
  • How advertisers are focusing on effectiveness of the product, while still targeting moms
  • New product innovation, specifically in brand extensions, private label offerings, eco-friendly products, new premium scented offerings and timesaving formats
  • This report also offers exclusive consumer research into consumer dishwashing habits and preferences when seeking dish soap and automatic dishwasher detergent and additive. Data are analyzed on the basis of gender, age, household income and race/Hispanic origin. Special focus is given to parents and consumers at different life stages
  • How often different consumer groups wash dishes
  • Who is responsible for making dishwashing product purchase decisions
  • Which products and brands are most popular among different consumer groups
  • What properties are most important to consumers in dish soap and dishwasher detergent
  • How loyal consumers are to their current dishwashing products

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Table of contents

  1. 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

                      • A $1.2 billion market
                        • An evenly divided market
                          • Slow growth for dishwasher detergent…
                            • …could pick up in upcoming years
                              • Slow growth for dishwashing liquid
                                • Increase in private label sales
                                  • Supermarket sales make up the lion’s share, but other channels growing faster
                                    • Parents do more dishes
                                      • Supply structure
                                        • Broader usage for dish soap
                                          • Dish soap usage is nearly universal
                                            • Willing to try new things
                                              • What consumers want
                                              • Inspire Insights

                                                  • Water Conservation
                                                    • Familiarity through food ingredients
                                                      • Premiumization of home care
                                                      • Insights and Opportunities

                                                        • Concern about the environment continues to grow
                                                          • “Green” can mean almost anything
                                                            • Targeting single parents
                                                              • Reusable design-driven dispensers
                                                                • Cross-branding between cleaning brands
                                                                  • Cross-branding between cleaning brands
                                                                    • Cross-branding with dishwasher machine purchase
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Eating more meals at home, doing more dishes at home
                                                                          • Consumer spending backs beliefs regarding the environment
                                                                            • Figure 1: FDMx sales and forecast of dishwashing products at current prices, 2004-14
                                                                            • Figure 2: FDMx sales and forecast of dishwashing products at inflation-adjusted prices, 2004-14
                                                                          • Walmart sales
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • An evenly divided market to shift in upcoming years
                                                                                • Sales and forecast—dishwashing products
                                                                                  • Figure 3: FDMx sales and forecast of dishwashing products at current prices, by segment, 2004-14
                                                                                  • Figure 4: FDMx sales of dishwashing products, by segment, 2007 and 2009
                                                                              • Segment Performance—Detergent and Rinse Aid

                                                                                • Key points
                                                                                  • Dishwasher ownership on the rise
                                                                                    • Convenience pushes sales
                                                                                      • Sales and forecast—detergent and rinse aid
                                                                                        • Figure 5: FDMx sales and forecast of dishwasher detergent and rinse aid, 2004-14
                                                                                    • Segment Performance—Dishwashing Liquid

                                                                                      • Key points
                                                                                        • Slow growth
                                                                                            • Figure 6: FDMx sales and forecast of dishwashing liquid, 2004-14
                                                                                        • Retail Channels

                                                                                          • Key points
                                                                                            • Most dishwashing sales through supermarkets
                                                                                              • Figure 7: U.S. sales of dishwashing products, by retail channel, 2007 and 2009
                                                                                          • Retail Channels—Supermarkets

                                                                                            • Key points
                                                                                              • The retail leader loses footing
                                                                                                • Figure 8: U.S. sales of dishwashing products at supermarkets, 2004-09
                                                                                            • Retail Channels—Drug and Other

                                                                                              • Key points
                                                                                                • Consumers seek one-stop shopping
                                                                                                  • Figure 9: U.S. sales of dishwashing products at other FDMx channels, 2004-09
                                                                                              • Market Drivers

                                                                                                • Overview
                                                                                                  • Recessionary pressure
                                                                                                    • Decreasing use of food away-from the home
                                                                                                      • Increasing usage of private label product
                                                                                                        • Dishwasher ownership drives dishwasher detergent and rinse aid sales
                                                                                                            • Figure 10: Ownership and use of automatic dishwasher, by household income, April 2009
                                                                                                          • Presence of children in the household
                                                                                                            • Figure 11: Households by presence of children, 1998-2008
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Ecological concerns drive the market
                                                                                                              • Niche companies making in-roads
                                                                                                                  • Figure 12: Sales of leading dishwashing product companies, 2006 and 2008
                                                                                                              • Brand Share—Dishwasher Detergent and Rinse Aid

                                                                                                                • Key points
                                                                                                                  • Desire for convenience shapes the market
                                                                                                                    • Ecological concerns create niche
                                                                                                                      • Figure 13: FDMx brand sales of dishwasher detergent and rinse aid in the U.S., 2006 and 2008
                                                                                                                  • Brand Share—Dishwashing Liquid

                                                                                                                    • Key points
                                                                                                                      • Consumers drift downscale
                                                                                                                        • New products from old guard spur cannibalistic sales
                                                                                                                            • Figure 14: FDMx brand sales of dishwashing liquid in the U.S., 2006 and 2008
                                                                                                                        • Brand Qualities

                                                                                                                          • Procter & Gamble: Cascade, Dawn, and Ivory
                                                                                                                            • Colgate-Palmolive: Palmolive
                                                                                                                              • Method
                                                                                                                                • Seventh Generation
                                                                                                                                  • Clorox
                                                                                                                                    • Reckitt-Benckiser
                                                                                                                                    • Innovation and Innovators

                                                                                                                                      • Pace of innovation returns to standard levels
                                                                                                                                        • Figure 15: Trends in number of new product introductions in dishwashing products in U.S., 2004-09*
                                                                                                                                      • Procter & Gamble the far away leader in new product releases
                                                                                                                                        • Figure 16: New dishwashing product launches in the U.S. by marketer, in, 2005-09*
                                                                                                                                      • The multifunction claim: Dishwashing liquid that doubles as…
                                                                                                                                        • …hand soap
                                                                                                                                          • …air freshener
                                                                                                                                            • …produce wash
                                                                                                                                              • …aromatherapy
                                                                                                                                                • Top claims in dishwashing products in the U.S.
                                                                                                                                                    • Figure 17: Top claims in new dishwashing products in the U.S., 2005-09*
                                                                                                                                                  • Environmentally friendly new product examples
                                                                                                                                                    • Environmentally-friendly packaging new product example
                                                                                                                                                      • Animal friendly new product examples
                                                                                                                                                        • No additives/preservatives new product examples
                                                                                                                                                          • Botanical/herbal new product examples
                                                                                                                                                            • Ease of use new product examples
                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                              • Suppliers provide innovative and informative web sites
                                                                                                                                                                • Sweepstakes
                                                                                                                                                                  • Television advertising
                                                                                                                                                                    • Dawn
                                                                                                                                                                      • Figure 18: Ultra Dawn television ad, 2008
                                                                                                                                                                    • Cascade
                                                                                                                                                                      • Figure 19: Cascade Complete All in 1 ActionPacs television ad, 2009
                                                                                                                                                                      • Figure 20: Cascade Gel with the Grease Fighting Power of Dawn television ad, 2009
                                                                                                                                                                    • Finish/Electrasol
                                                                                                                                                                      • Figure 21: Finish All in One Dishwashing Tablets television ad, 2009
                                                                                                                                                                      • Figure 22: Electrasol Finish Powerball Tabs television ad, 2008
                                                                                                                                                                    • Earth Friendly
                                                                                                                                                                      • Figure 23: Earth Friendly Wave television ad, 2009
                                                                                                                                                                  • Usage

                                                                                                                                                                    • Wealthy households more likely to use dish soap
                                                                                                                                                                      • Figure 24: Use of dishwashing liquid for hand washing dishes, by household income, October 2007-December 2008
                                                                                                                                                                    • Three in five use dishwasher detergent
                                                                                                                                                                      • Figure 25: Household usage of detergent and rinse for automatic dishwashers, by age, October 2007-December 2008
                                                                                                                                                                    • Dishwasher use more prevalent among the affluent
                                                                                                                                                                      • Figure 26: Use of detergent and rinse for automatic dishwashers, by household income, October 2007-December 2008
                                                                                                                                                                    • Newer format makes in-roads
                                                                                                                                                                      • Figure 27: Type of detergent/rinse aid for automatic dishwashers used, by age, October 2007-December 2008
                                                                                                                                                                    • Tablets popular across income lines
                                                                                                                                                                      • Figure 28: Type of detergent/rinse aid for automatic dishwashers used, by household income, October 2007-December 2008
                                                                                                                                                                  • Brand Usage

                                                                                                                                                                    • Detergent for dishwashers—dish soap brand choice varies with age
                                                                                                                                                                      • Figure 29: Brand of detergent for automatic dishwashers used, by age, October 2007-December 2008
                                                                                                                                                                    • Rinse aid for dishwashers—Cascade Crystal Clear is big with the kids
                                                                                                                                                                      • Figure 30: Brand of rinse aid for automatic dishwashers used, by age, October 2007-December 2008
                                                                                                                                                                    • Detergent for hand washing dishes—little brand loyalty for the young
                                                                                                                                                                      • Figure 31: Brand of detergent for hand washing dishes used, by age, October 2007-December 2008
                                                                                                                                                                  • Attitudes and Motivations

                                                                                                                                                                    • A restless consumer base
                                                                                                                                                                      • Figure 32: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by age, April 2009
                                                                                                                                                                    • Transition period: 25-34 year olds unhappy with dishwasher detergent
                                                                                                                                                                      • Figure 33: Satisfaction with current detergent for automatic dishwashers and interest in trying new ones, by age, April 2009
                                                                                                                                                                    • Half of respondents use coupons, free samples
                                                                                                                                                                      • Figure 34: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by age, April 2009
                                                                                                                                                                      • Figure 35: Attitudes towards private label: dishwashing liquid for hand washing dishes, by age, April 2009
                                                                                                                                                                    • Young consumers likely to use private label dishwasher detergent
                                                                                                                                                                      • Figure 36: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by age, April 2009
                                                                                                                                                                      • Figure 37: Attitudes towards private label: detergent for dishwashing machines, by age, April 2009
                                                                                                                                                                    • Recession has not affected purchase process for majority
                                                                                                                                                                      • Figure 38: Changes to buying of dishwashing products in the recession, by age, April 2009
                                                                                                                                                                  • Product Properties

                                                                                                                                                                    • Dishwashing liquid for hand washing dishes
                                                                                                                                                                      • Anti-bacteria still wins
                                                                                                                                                                        • Figure 39: Importance of properties in dishwashing liquid for hand washing dishes, and willingness to pay extra for each, April 2009
                                                                                                                                                                      • Young respondents interested in dishwashing liquid additional features
                                                                                                                                                                        • Figure 40: Importance of properties in dishwashing liquid for hand washing dishes, by age, April 2009
                                                                                                                                                                      • Detergent for dishwashing machines
                                                                                                                                                                        • Interest in earth-friendly low, conviction high
                                                                                                                                                                          • Figure 41: Importance of properties in detergent for dishwashing machines, and willingness to pay extra for each, April 2009
                                                                                                                                                                        • Young peoples’ product property interest outweighs spending
                                                                                                                                                                            • Figure 42: Importance of properties in dishwasher detergent, by age, April 2009
                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                          • Overall usage
                                                                                                                                                                            • Figure 43: Household usage of dishwashing liquid and detergent for automatic dishwashers, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                          • Whites most keen on machine washing
                                                                                                                                                                            • Figure 44: Ownership and usage of automatic dishwasher, by race/Hispanic origin, April 2009
                                                                                                                                                                          • Brand usage
                                                                                                                                                                            • Detergent for automatic dishwashers
                                                                                                                                                                              • Figure 45: Brand of detergent for automatic dishwashers used, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                                            • Rinse aid for automatic dishwashers
                                                                                                                                                                              • Figure 46: Brand of rinse aid for automatic dishwashers used, by race/Hispanic origin, October 2007–December 2008
                                                                                                                                                                              • Figure 47: Brand of detergent for hand washing dishes used, by age, October 2007–December 2008
                                                                                                                                                                            • Attitudes and motivations
                                                                                                                                                                              • Figure 48: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by race/Hispanic origin, April 2009
                                                                                                                                                                            • Product properties
                                                                                                                                                                                • Figure 49: Importance of properties in dishwashing liquid for hand washing dishes, by race/Hispanic origin, April 2009
                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                • Overview of dish detergent
                                                                                                                                                                                  • Consumer insights on key purchase measures – dish detergent
                                                                                                                                                                                    • Brand map
                                                                                                                                                                                      • Figure 50: Brand map, selected brands of dish detergent, by household penetration, 2008*
                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                        • Figure 51: Key purchase measures for the top brands of dish detergent, by household penetration, 2008*
                                                                                                                                                                                      • Consumer insights on key purchase measures—dishwasher detergent/additive
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 52: Brand map, selected brands of dishwasher detergent/additive, by household penetration, 2008*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 53: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2008*
                                                                                                                                                                                        • Focus on Females

                                                                                                                                                                                          • Women make dish soap choices
                                                                                                                                                                                            • Figure 54: Share of responsibility in buying dishwashing soap, by gender, April 2009
                                                                                                                                                                                          • Women want to try new products
                                                                                                                                                                                            • Figure 55: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by gender, April 2009
                                                                                                                                                                                            • Figure 56: Satisfaction with current dishwasher detergent for dishwashing machine and interest in trying new ones, by gender, April 2009
                                                                                                                                                                                          • Women receptive to coupons, free samples
                                                                                                                                                                                            • Dishwashing liquid for hand washing dishes
                                                                                                                                                                                              • Figure 57: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by gender, April 2009
                                                                                                                                                                                              • Figure 58: Attitudes towards private label: dishwashing liquid for hand washing dishes, by gender, April 2009
                                                                                                                                                                                            • Dishwashing liquid for a dishwashing machine
                                                                                                                                                                                              • Figure 59: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by gender, April 2009
                                                                                                                                                                                              • Figure 60: Attitudes towards private label detergent for a dishwashing machine, by gender, April 2009
                                                                                                                                                                                            • Women hate bacteria on their dishes
                                                                                                                                                                                              • Figure 61: Importance of properties in dishwashing liquid for hand washing dishes, by gender, April 2009
                                                                                                                                                                                            • Women want strong, yet sensitive dishwasher detergent
                                                                                                                                                                                              • Figure 62: Desired properties in detergent for dishwashing machines, by gender, April 2009
                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                              • Bio-Friendlies
                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Stalwarts
                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Casuals
                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                                  • Figure 63: Dishwashing clusters, April 2009
                                                                                                                                                                                                                  • Figure 64: Interest in trying new products for hand washing dishes, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 65: Interest in trying new detergents for dishwashing machines, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 66: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 67: Attitudes towards private label: dishwashing liquid for hand washing dishes, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 68: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 69: Attitudes towards private label detergent for a dishwashing machine, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 70: Interest in product features for dishwashing liquid, by clusters, April 2009
                                                                                                                                                                                                                  • Figure 71: Interest in product features for detergent used in dishwashing machines, by clusters, April 2009
                                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                                  • Figure 72: Dishwashing clusters, by gender, April 2009
                                                                                                                                                                                                                  • Figure 73: Dishwashing clusters, by age, April 2009
                                                                                                                                                                                                                  • Figure 74: Dishwashing clusters, by household income, April 2009
                                                                                                                                                                                                                  • Figure 75: Dishwashing clusters by race/Hispanic origin, April 2009
                                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                  • Single parents wash loads of dishes
                                                                                                                                                                                                                      • Figure 76: Number of loads of dishes done in last seven days, by moms and types of household, October 2007–December 2008
                                                                                                                                                                                                                    • Parents most open to new products
                                                                                                                                                                                                                      • Figure 77: Satisfaction with current dishwashing liquid for hand washing dishes and interest in trying new ones, by moms and types of households, April 2009
                                                                                                                                                                                                                      • Figure 78: Satisfaction with detergent for dishwashing machines and interest in trying new ones, by moms and types of household, April 2009
                                                                                                                                                                                                                    • Moms love free samples
                                                                                                                                                                                                                      • Dishwashing liquid for hand washing dishes
                                                                                                                                                                                                                        • Figure 79: Attitudes towards sampling, coupons and online purchase: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
                                                                                                                                                                                                                        • Figure 80: Attitudes towards private label: dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
                                                                                                                                                                                                                      • Detergent for automatic dishwashers
                                                                                                                                                                                                                        • Figure 81: Attitudes towards sampling, coupons and online purchase: detergent for dishwashing machines, by moms and types of household, April 2009
                                                                                                                                                                                                                        • Figure 82: Attitudes towards private label detergent for a dishwashing machine, by moms and types of household, April 2009
                                                                                                                                                                                                                      • Dishwashing liquid for hand washing dishes—parents fear germs
                                                                                                                                                                                                                          • Figure 83: Importance of properties in dishwashing liquid for hand washing dishes, by moms and types of household, April 2009
                                                                                                                                                                                                                        • Dishwasher detergent—single parents want features
                                                                                                                                                                                                                          • Figure 84: Importance of properties in dishwasher detergent, by moms and types of household, April 2009
                                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                            • Bath & Body Works
                                                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                                                            • Colgate-Palmolive Company
                                                                                                                                                                                                                            • Earth Friendly Products
                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                            • Lehman Brothers Holdings Inc.
                                                                                                                                                                                                                            • Maytag Corporation
                                                                                                                                                                                                                            • Method Products, Inc.
                                                                                                                                                                                                                            • Pepsi-Cola North America
                                                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                                                                            • Seventh Generation Inc.
                                                                                                                                                                                                                            • Shaw's Supermarkets, Inc
                                                                                                                                                                                                                            • Supervalu Inc
                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                            • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                                                                                                                            • The Soap and Detergent Association
                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                            • Williams-Sonoma, Inc

                                                                                                                                                                                                                            Dishwasher and Dishwashing Products - US - July 2009

                                                                                                                                                                                                                            £3,199.84 (Excl.Tax)