Dishwashing - China - May 2014
“The dishwashing products market has maintained stable growth over the past few years, with the future growth trend expected to continue at similar pace. The development of online retail channels and the expansion of modern trade have widened people’s choice and enabled regional and international brands to connect with a larger consumer base. In addition, rapid urbanisation and a rise in disposable income along with the government’s facilitation for natural, biodegradable surfactant pave the way for further demand.
– Jade Liu – Senior Research Analyst
Some questions answered in this report include:
- What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
- Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
- How can brands leverage scents and packaging to maintain consumer interest?
As competition intensifies, multi-dimensional products focusing on effective cleaning, ease of use, and natural and chemical free ingredients will gain competitive edge. Furthermore, brands can adopt category blurring concepts to spur excitement for trial and delve into specialised dishwashing detergent products to prompt additional usage occasions.
Emotion-driven product innovations leveraging scent and package varieties satisfy consumers’ experiential consumption mindset, while multi-pack bundling with bulk discount is an effective online promotional strategy to encourage trial of expensive dishwashing detergent products with premium prices.
The latest product development to ease out safety fears is the launch of specialised fruit and vegetable/babies’ bottle dishwashing detergents that claims to be ‘natural’, ‘chemical-free’, ‘pure’, ‘clean’, ‘odourless’, and use ‘food grade ingredients’. While product claims like ‘free-from certain ingredients’ can alleviate the ‘chemical nightmare’, brands need to pay attention not to use vague buzzwords such as ‘natural’.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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