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Dishwashing Detergents - UK - April 2009

The UK’s £432 million combined hand and automatic dishwashing detergents market achieved growth of 18% between 2004 and 2009, driven by the upturn of the machine wash sector. However, despite the success of the manufacturers in adding value to products and to the rising number of dishwashers, growth is slowing as consumers tighten their purse strings.

The economic downturn means both that dishwasher penetration has now stagnated and people may be less willing to pay high prices for premium lines. An estimated 17 million adults are motivated by price, either buying on promotion, switching to cheaper brands or buying whatever is cheapest.

Key report themes

  • The machine wash market continues to be extremely competitive as market leaders Reckitt Benckiser and Procter & Gamble vie for technical supremacy.

  • Environmental issues are increasingly reflected both in consumer usage and in the marketing of dishwashing detergents.

  • The economic downturn is having a significant effect on the market – with young consumers in particular being highly price-sensitive. However, automatic dishwashing detergents category has maintained growth.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Understanding the chemistry
            • The focus is fuzzy
              • Insights
                • Widening the range
                  • Live for the now
                    • Insights
                    • Market in Brief

                      • Healthy growth
                        • Continued innovation
                          • Pricing issues
                            • Future
                            • Internal Market Environment

                              • Key points
                                • Feeling the pinch
                                  • Figure 1: Attitudes towards price, 2004-08
                                • Dishwasher ownership
                                  • Figure 2: Trends in ownership of dishwashers, by household size, 2004-08
                                • Growing interest in home cooking?
                                  • Figure 3: Attitudes towards cooking, 2004-08
                                • Skin conditions
                                  • Figure 4: Selected skin conditions suffered from in the last 12 months, GB, 2004-08
                                • Brand loyalty
                                  • Figure 5: Attitudes towards price and loyalty, 2004-08
                                • Environmental concerns
                                  • Figure 6: Trends for environmental statements, 2004-08
                              • Broader Market Environment

                                • Key points
                                  • Household size
                                    • Figure 7: Trends in UK household size, 2004-14
                                    • Figure 8: Number of men vs women that live alone, 2004-08
                                  • Pocket money could encourage children to pitch in?
                                    • Figure 9: Chores done – 7-14-year-olds, 2004-08
                                  • Regulation
                                    • Use of phosphates
                                    • Competitive Context

                                      • Key points
                                        • Conflict within the market
                                          • A wider market
                                            • Dislike of doing the dishes
                                              • Eating out
                                                • Figure 10: Consumer expenditure on nights out, 2003-08
                                              • Trends in convenience foods
                                                • Figure 11: Indexed growth of UK retail value sales of ready meals, at current prices and constant prices, 2003-08
                                              • Paper plates and takeaways
                                              • Strengths and Weaknesses in the Market

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Attitudes towards new product launches
                                                        • Figure 12: Attitudes towards new products, 2008
                                                      • Rinse aids driving innovation
                                                        • Figure 13: Index in new product development of dishwashing detergents, by sub-category, 2004-08
                                                      • Innovation becomes more fragmented
                                                        • Figure 14: New product development in dishwashing products, by sub-category, 2004-09
                                                      • Trend tracker
                                                        • Figure 15: Leading product positioning for dishwashing detergents, 2006-09
                                                      • Branded launches dominate
                                                        • Figure 16: Innovation in dishwashing detergents, by branded vs own-label and sub-category, 2004-09
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Figure 17: UK value sales of dishwashing detergents, 2004-14*
                                                      • The future of the market
                                                        • Factors used in the forecast
                                                        • Segment Performance

                                                          • Key points
                                                            • Figure 18: UK retail value sales of dishwashing products, by sector, 2004-14
                                                          • Dishwasher products
                                                            • Figure 19: UK retail value sales of dishwasher products, by sector, 2004-08
                                                          • Hand wash developments
                                                            • Figure 20: UK retail value sales of hand dishwashing products, by sector, 2004-08
                                                        • Market Share

                                                          • Key points
                                                            • Manufacturer shares
                                                              • Figure 21: Manufacturers’ shares in dishwashing detergents, 2006-08
                                                            • Brand shares
                                                              • Finish first
                                                                • Figure 22: Brands’ value shares of machine dishwashing detergents, 2006-08
                                                              • Fairy’s continues to cast magic
                                                                • Figure 23: Brands’ value shares of hand dishwashing detergents, 2006-08
                                                            • Companies and Products

                                                                • Figure 24: Brand map of the UK dishwashing detergents market, 2009
                                                              • Procter & Gamble
                                                                • Reckitt Benckiser
                                                                  • Unilever
                                                                    • PZ Cussons
                                                                      • Own-label
                                                                        • Figure 25: UK own-label dishwashing detergents brands, by positioning, 2008
                                                                      • McBride
                                                                        • Ecover
                                                                          • Jeyes/ PLP
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Consumer attitudes towards promotions
                                                                                • Figure 26: Attitudes towards promotions, 2006-08
                                                                              • Trends in adspend
                                                                                • Figure 27: Main monitored media advertising spend on dishwashing detergents, 2004-08
                                                                              • Adspend by advertiser
                                                                                • Figure 28: Main monitored media advertising spend on dishwashing detergents, by advertiser, 2004-08
                                                                              • Marketing themes
                                                                                • Drawing on power
                                                                                  • Health and beauty benefits
                                                                                    • Corporate campaigns
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • A mainstream purchase
                                                                                          • Figure 29: Retail distribution of dishwashing detergents, 2006-08
                                                                                      • European Comparison

                                                                                        • Key points
                                                                                          • European comparison in NPD
                                                                                            • Figure 30: NPD in dishwashing products, by country, 2004-08
                                                                                          • European comparison by consumer behaviour
                                                                                            • Penetration of dishwashers and dishwashing products
                                                                                              • Figure 31: Ownership of an electric dishwasher, by country, 2003-08
                                                                                              • Figure 32: Penetration of dishwashing products, by country, 2008
                                                                                            • Penetration of dishwasher detergents by type
                                                                                              • Figure 33: Penetration of dishwasher detergents, by country, by type, 2008
                                                                                            • Penetration and frequency of using dishwashing detergents
                                                                                              • Figure 34: Penetration and frequency of using dishwashing detergents, by country, 2008
                                                                                          • Consumer Usage and Frequency

                                                                                            • Key points
                                                                                              • Usage
                                                                                                • Figure 35: Trends in usage of dishwashing detergents, GB, 2003-08
                                                                                              • Dishwasher product use by type
                                                                                                • Figure 36: Trends in frequency of using dishwashing detergents, by type, 2003-08
                                                                                              • Frequency of use
                                                                                                • Figure 37: Trends in penetration of dishwasher detergents, by type, 2003-08
                                                                                              • Trends in use by dishwasher ownership
                                                                                                • Figure 38: Trends in using washing-up liquids, by dishwasher ownership, 2003-08
                                                                                            • Attitudes Towards Dishwashing Products

                                                                                              • Key points
                                                                                                  • Figure 39: Attitudes towards products used, November 2008
                                                                                                • Low interest = sleep shopping
                                                                                                  • Credit crunch and price pressures
                                                                                                    • Green vs in the red
                                                                                                      • Price is the winner
                                                                                                        • Environment
                                                                                                          • Natural
                                                                                                            • Price
                                                                                                              • Figure 40: Concerns when deciding what dishwashing detergent to use, November 2008
                                                                                                            • The impact of price
                                                                                                              • What’s inside?
                                                                                                                • Not concentrating
                                                                                                                  • Single vision
                                                                                                                    • Figure 41: Cross-tab of concerns when deciding what dishwashing detergent to use (column %), November 2008
                                                                                                                • Consumer Dishwashing Habits

                                                                                                                  • Key points
                                                                                                                    • Hate doing the dishes
                                                                                                                      • Figure 42: Age demographic of adults who list the dishes as a chore that they hate doing, November 2008
                                                                                                                    • Doing the dishes
                                                                                                                        • Figure 43: How the dishes get done, by dishwasher ownership, November 2008
                                                                                                                      • Busy lifestyles
                                                                                                                        • Family chore?
                                                                                                                        • Attitudes Towards Washing Up by Hand Vs Using a Dishwasher

                                                                                                                          • Key points
                                                                                                                            • Figure 44: Attitudes towards washing up by hand versus using a dishwasher, by dishwasher ownership, November 2008
                                                                                                                          • Finding the middle ground between convenience and conservation
                                                                                                                            • If you want a job done properly, do it yourself
                                                                                                                              • Figure 45: Number of negative attitudes towards dishwashers, November 2008
                                                                                                                          • Appendix

                                                                                                                            • Consumer research
                                                                                                                              • ACORN
                                                                                                                                • Advertising data
                                                                                                                                  • Abbreviations
                                                                                                                                  • Appendix – Consumer Usage and Frequency

                                                                                                                                    • Dishwasher ownership
                                                                                                                                      • Figure 46: Dishwasher ownership, by demographic sub-group, November 2008
                                                                                                                                    • Trends in use of dishwasher detergents
                                                                                                                                      • Figure 47: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2008
                                                                                                                                      • Figure 48: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2008
                                                                                                                                  • Appendix – Attitudes towards Dishwashing Products

                                                                                                                                      • Figure 49: attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
                                                                                                                                      • Figure 50: Attitudes towards use and purchase of dishwashing products, by demographic sub-group, November 2008
                                                                                                                                      • Figure 51: Concerns when deciding what dishwashing detergent to use, by demographic sub-group, November 2008
                                                                                                                                      • Figure 52: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on cleaning the dishes (column %), November 2008
                                                                                                                                  • Appendix – Consumer Dishwashing Habits

                                                                                                                                    • Consumer apathy towards doing the dishes
                                                                                                                                      • Figure 53: Consumer apathy towards household chores, by demographic sub-group, November 2008
                                                                                                                                    • Dishwashing habits
                                                                                                                                      • Figure 54: Dishwashing habits, by demographic sub-group, November 2008
                                                                                                                                      • Figure 55: Dishwashing habits, by demographic sub-group, November 2008
                                                                                                                                  • Appendix – Attitudes Towards Washing Up by Hand vs Using a Dishwasher

                                                                                                                                      • Figure 56: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
                                                                                                                                      • Figure 57: Attitudes towards washing up by hand vs using a dishwasher, by demographic sub-group, November 2008
                                                                                                                                      • Figure 58: Concerns when deciding what dishwashing detergent to use, by agreement with attitudinal statements on washing up hand versus using a dishwasher (column %), November 2008
                                                                                                                                      • Figure 59: Number of negative attitudes towards dishwashers, by demographic sub-group (row %), November 2008

                                                                                                                                  Companies Covered

                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                  • Asda Group Ltd
                                                                                                                                  • British Market Research Bureau (BMRB)
                                                                                                                                  • CACI Limited
                                                                                                                                  • Co-operative Group
                                                                                                                                  • Daily Express
                                                                                                                                  • Daily Mail
                                                                                                                                  • Daily Mirror (The)
                                                                                                                                  • Daily Star (The)
                                                                                                                                  • Ecover UK
                                                                                                                                  • ELSPA
                                                                                                                                  • Energy Saving Trust
                                                                                                                                  • J. Sainsbury
                                                                                                                                  • Lidl (UK)
                                                                                                                                  • Make-A-Wish Foundation UK
                                                                                                                                  • Marks & Spencer
                                                                                                                                  • Outdoor Advertising Association of Great Britain
                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                  • PZ Cussons
                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                  • Tesco Plc
                                                                                                                                  • The Sun
                                                                                                                                  • Unilever Plc
                                                                                                                                  • Waitrose
                                                                                                                                  • Waterwise
                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                  Dishwashing Detergents - UK - April 2009

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