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Dishwashing Detergents - UK - April 2011

The most important factor that will drive growth in sales of dishwasher detergents is increasing ownership of dishwashers in UK homes. Between 2006 and 2010 the proportion of households owning dishwashers increased steadily from 34% in 2006 to 37% in 2010. This is the equivalent of an additional 1 million appliances that need dishwasher detergent.

  • Penetration of dishwashers in the UK is still low in terms of comparison with other European countries, with 77% of adults owning a dishwasher in Germany and 52% in France compared with 42% in Britain. A big opportunity therefore exists to drive continued growth in the proportion of homes owning a dishwasher and buying dishwasher detergents.
  • The biggest criticism of dishwashers relates to washing up pans, with 57% of dishwasher users thinking pans wash up better by hand. This suggests a need for brands to demonstrate better product performance in this area in order to improve satisfaction among existing users and convince more non-users that dishwashers can meet all their washing-up requirements.
  • Manufacturers of dishwashing detergents appear to be attaching more importance to environmental issues than consumers. Few people pay attention to product ingredients when shopping for washing-up liquid (6%) or dishwasher detergent (7%), but the running costs of dishwashers are a concern (42%), so green initiatives need to focus on saving shoppers money.
  • The leading two brands of Fairy (Procter & Gamble) and Finish (Reckitt Benckiser) stand out strongly in terms of trust and differentiation. Through a constant stream of innovation and heavy marketing they also have personality and such positive associations give these brands plenty of mileage for further increasing sales, including leveraging brand loyalty in new areas.
  • The influence of special offers is greater for dishwasher detergents than washing-up liquids. Some 51% of purchasers of dishwasher detergent will stock up when a leading brand is on special offer compared with 41% for washing-up liquids. During the incomes squeeze promotions will be crucial to driving the trial of new product launches.
  • The boundaries between household and personal care are blurring. In terms of product benefits other than cleaning performance, one in four adults like to try washing-up liquids in different fragrances (13 million), while one in five (11 million) buy anti-bacterial washing-up liquids and one in seven (7 million) use washing-up liquid that is kinder to the hands.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail sales of dishwashing detergents, 2005-15
            • Market growth suffers a slowdown
              • Income squeeze set to hold back retail sales
                • Dishwasher detergents show strongest growth
                  • Market factors
                    • Dishwasher ownership slowly increasing
                      • More people means more washing up
                        • More meals at home another positive
                          • Fewer prepared to pay more for ‘green’ products
                            • Companies, brands and innovation
                              • Fairy goes from strength to strength
                                • Environmental claims a prominent feature
                                  • Big increase in advertising during 2010
                                    • The consumer
                                      • Most dishwashers fully loaded
                                        • Figure 2: Agreement with statements on usage of dishwashers, February 2011
                                      • Pre-soaking dirty pans common practice
                                        • Figure 3: Agreement with statements on washing up the dishes/pans by hand, February 2011
                                      • Leading brands can justify a price premium
                                        • Figure 4: Agreement with statements on influence of brand and price on purchasing dishwasher detergent and washing-up liquid, February 2011
                                      • Barriers to higher dishwasher penetration
                                        • Figure 5: Agreement with statements on attitudes towards dishwashers, February 2011
                                      • What we think
                                      • Issues in the Market

                                          • What is the growth potential from higher dishwasher ownership?
                                            • What are the main criticisms among existing users of dishwashers?
                                              • How important are green issues to consumers and manufacturers?
                                                • What do consumers perceive as the strengths of the leading brands in the market?
                                                  • What factors will provide a boost to sales during the income squeeze?
                                                    • To what extent are promotions undermining the value of the market?
                                                    • Future Opportunities

                                                        • Trend: The Power of One
                                                          • Trend: Sense of the Intense
                                                          • Internal Market Environment

                                                            • Key points
                                                              • Consumers increasingly focused on price
                                                                • Figure 6: Attitudes towards price, 2006-10
                                                              • Steady increase in dishwasher ownership
                                                                • Figure 7: Dishwasher ownership, 2006-10
                                                              • More cooking means more washing up
                                                                • Figure 8: Attitudes towards cooking, 2006-10
                                                              • Washing-up liquids for sensitive hands
                                                                • Figure 9: Selected skin conditions suffered from in the last 12 months, 2006-10
                                                              • Decline in loyalty to particular brands
                                                                • Figure 10: Attitudes towards price and loyalty, 2006-10
                                                              • Fewer prepared to pay extra for ‘green’ products
                                                                • Figure 11: Trends in attitudes towards the environment, 2006-10
                                                              • Greater energy and water efficiency in dishwashers
                                                                • More green claims on labels and packaging
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • More households a boost to market
                                                                      • Figure 12: UK households, by size, 2005-15
                                                                      • Figure 13: Usage of dishwasher detergents, by household size, 2010
                                                                    • More people means more dishes to wash up
                                                                      • Figure 14: Trends in the age structure of the UK population, 2005-15
                                                                      • Figure 15: Population trends, by socio-economic group, 2005-15
                                                                    • Confidence takes a hit at start of 2011
                                                                      • Figure 16: Trends in how respondents would describe their financial situation, February 2009-February 2011
                                                                      • Figure 17: Trends in consumer sentiment for the coming year, February 2009-February 2011
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • New products and brands face a challenge
                                                                            • Figure 18: Attitudes towards new products, 2006-10
                                                                          • Washing-up liquids see the most new products
                                                                            • Figure 19: New product launches for dishwashing detergents in the UK, by sector, 2008-11
                                                                          • More private-label activity seen in 2010
                                                                            • Figure 20: New product launches for dishwashing detergents in the UK, by sector, brands vs. own-label, 2008-11
                                                                          • Environmental and ethical tops new product claims
                                                                            • Figure 21: Top five claims of new product launches for dishwashing detergents in the UK, 2008-10
                                                                          • Big brand manufacturers take top spots
                                                                            • Figure 22: New product launches for dishwashing detergents in the UK, by company, 2008-11
                                                                          • New products a third of launches in 2010
                                                                            • Figure 23: New product launches for dishwashing detergents in the UK, by launch type, 2008-11
                                                                            • Figure 24: Top five fragrances for new product launches for dishwashing detergents in the UK, 2008-10
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Dishwashing outstrips household care sector
                                                                              • Figure 25: Comparison of dishwashing detergents with other household care markets, 2005-10
                                                                            • Dishwasher ownership lagging other European countries
                                                                              • Figure 26: Comparison of ownership of dishwashers across Europe, 2010
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Slowdown in market growth
                                                                                • Figure 27: UK retail value sales and forecast of dishwashing detergents, 2005-15
                                                                              • The future
                                                                                  • Figure 28: UK best- and worst-case forecast sales of dishwashing products, 2005-15
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Dishwasher detergents outperform market
                                                                                      • Figure 29: UK retail value sales and forecast of dishwashing products, by sector, 2005-15
                                                                                    • Dishwasher products
                                                                                      • Figure 30: UK retail value sales of dishwasher products, by sector, 2009 and 2010
                                                                                    • Hand dishwashing detergents
                                                                                      • Figure 31: UK retail value sales of hand dishwashing products, by sector, 2009 and 2010
                                                                                  • Market Shares

                                                                                    • Key points
                                                                                      • Fairy leads the dishwashing market
                                                                                        • Figure 32: Manufacturer shares of dishwashing detergents, 2010
                                                                                      • Dishwasher detergents
                                                                                        • Figure 33: Brand shares in automatic dishwasher detergents, 2009 and 2010
                                                                                      • Hand dishwashing detergents
                                                                                        • Figure 34: Brand shares in hand dishwashing detergents, 2009 and 2010
                                                                                    • Companies and Products

                                                                                      • Procter & Gamble
                                                                                          • Figure 35: Product launches by Procter & Gamble in the UK dishwashing detergents products market, November 2010-January 2011
                                                                                        • Reckitt Benckiser
                                                                                            • Figure 36: Product launches by Reckitt Benckiser in the UK dishwashing detergents products market, November 2010-January 2011
                                                                                          • PZ Cussons
                                                                                            • McBride
                                                                                              • Jeyes
                                                                                                • Ecover
                                                                                                  • Method
                                                                                                  • Brand Research

                                                                                                    • Brand map
                                                                                                        • Figure 37: Attitudes towards and usage of dishwashing detergent brands, February 2011
                                                                                                      • Brand attitudes
                                                                                                        • Figure 38: Consumer attitudes towards dishwashing detergent brands, February 2011
                                                                                                      • Brand personality
                                                                                                        • Figure 39: Dishwashing detergents brand personality – macro image, February 2011
                                                                                                        • Figure 40: Dishwashing detergents brand personality – micro image, February 2011
                                                                                                      • Correspondence analysis
                                                                                                        • Brand experience
                                                                                                          • Figure 41: Dishwashing detergents brand usage, February 2011
                                                                                                          • Figure 42: Satisfaction with various dishwashing detergent brands, February 2011
                                                                                                          • Figure 43: Consideration of dishwashing detergent brands, February 2011
                                                                                                          • Figure 44: Consumer perceptions of current dishwashing detergents brand performance, February 2011
                                                                                                          • Figure 45: Dishwashing detergents brand recommendation – Net Promoter Score, February 2011
                                                                                                        • Brand index
                                                                                                          • Figure 46: Dishwashing detergents brand index, February 2011
                                                                                                          • Figure 47: Dishwashing detergents brand index vs. recommendation, February 2011
                                                                                                        • Target group analysis
                                                                                                          • Figure 48: Target groups, February 2011
                                                                                                          • Figure 49: Dishwashing detergents brand usage, by target groups, February 2011
                                                                                                        • Group One – The Conformists
                                                                                                          • Group Two – Simply the Best
                                                                                                            • Group Three – Shelf Stalkers
                                                                                                              • Group Four – Habitual Shoppers
                                                                                                                • Group Five – The Individualists
                                                                                                                • Brand Communication and Promotion

                                                                                                                  • Key points
                                                                                                                    • Great focus on special offers and promotions
                                                                                                                      • Figure 50: Attitudes towards promotions, 2006-10
                                                                                                                    • Dishwashing advertising receives a boost in 2010
                                                                                                                      • Figure 51: Main media advertising expenditure on dishwashing detergents, 2006-10
                                                                                                                    • Big two manufacturers dominate advertising
                                                                                                                      • Figure 52: Main media advertising expenditure on dishwashing detergents, by advertiser, 2007-10
                                                                                                                    • Fairy Platinum the biggest campaign
                                                                                                                      • Figure 53: Top ten advertising campaigns for dishwashing detergents, 2010
                                                                                                                    • TV advertising takes three quarters of spending
                                                                                                                      • Figure 54: Main media advertising expenditure on dishwashing detergents, by media type, 2007-10
                                                                                                                  • Channels to Market

                                                                                                                    • Key points
                                                                                                                      • Grocery sector dominates sales
                                                                                                                        • Figure 55: UK retail value sales of dishwashing detergents, by outlet type, 2009 and 2010
                                                                                                                    • Usage of Dishwashing Products

                                                                                                                      • Key points
                                                                                                                        • Nearly four in ten use dishwashing detergents
                                                                                                                          • Figure 56: Trends in usage of dishwashing detergents, 2006-10
                                                                                                                        • Tablets the dominant format for dishwashers
                                                                                                                          • Figure 57: Trends in usage of dishwasher detergents, by type, 2006-10
                                                                                                                        • Dishwasher cleaners enjoy strong growth
                                                                                                                          • Figure 58: Trends in types of dishwasher products used, 2007-10
                                                                                                                        • Shift to lighter usage of washing-up liquids
                                                                                                                          • Figure 59: Trends in frequency of using washing-up liquids/detergents, 2006-10
                                                                                                                        • Fewer dishwashing more than once a day
                                                                                                                          • Figure 60: Trends in frequency of use of dishwasher detergents, 2006-09
                                                                                                                          • Figure 61: Frequency of usage of dishwasher detergents, 2010
                                                                                                                      • Dishwashing and Dishwasher Usage Patterns

                                                                                                                        • Key points
                                                                                                                          • Majority of dishwashers used most days
                                                                                                                            • Figure 62: Ownership of dishwashers and frequency of usage, February 2011
                                                                                                                          • Majority of dishwashers fully loaded
                                                                                                                            • Figure 63: Attitudes towards using a dishwasher – dishwasher owners, February 2011
                                                                                                                          • Dishwashers one of life’s essentials
                                                                                                                            • Water spotting an issue for one in five users
                                                                                                                              • Pre-soaking common for dirty pans
                                                                                                                                  • Figure 64: Attitudes towards washing up dishes/pans by hand – all vs. dishwasher owners, February 2011
                                                                                                                                • A quarter use washing-up liquid for other jobs
                                                                                                                                • Consumer Buying Behaviour

                                                                                                                                  • Key points
                                                                                                                                    • Leading brands can afford to charge a premium
                                                                                                                                        • Figure 65: Attitudes towards shopping for dishwashing detergents, by detergent type, February 2011
                                                                                                                                      • Stocking up on special offers widespread
                                                                                                                                        • Environmental issues a low priority
                                                                                                                                        • Attitudes Towards Dishwashers

                                                                                                                                          • Key points
                                                                                                                                            • Dishwashers seen as giving better results
                                                                                                                                              • Figure 66: Attitudes towards dishwashers, February 2011
                                                                                                                                            • Saving time the biggest benefit of dishwashers
                                                                                                                                              • Running costs a concern for would-be buyers
                                                                                                                                                • Lack of space or need for a dishwasher
                                                                                                                                                  • Not all dishwasher owners satisfied
                                                                                                                                                    • Figure 67: Attitudes towards dishwashers – dishwasher owners, February 2011
                                                                                                                                                • Target Groups

                                                                                                                                                  • Key points
                                                                                                                                                    • Figure 68: Target groups for dishwashers and dishwasher detergents, February 2011
                                                                                                                                                  • Enthusiasts (32%)
                                                                                                                                                    • Demographic characteristics
                                                                                                                                                      • Dishwashing and shopping patterns
                                                                                                                                                        • Constrained (43%)
                                                                                                                                                          • Demographic characteristics
                                                                                                                                                            • Dishwashing and shopping patterns
                                                                                                                                                              • Sceptics (25%)
                                                                                                                                                                • Demographic characteristics
                                                                                                                                                                  • Dishwashing and shopping patterns
                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                      • Figure 69: Attitudes towards price, by demographics, 2010
                                                                                                                                                                      • Figure 70: Dishwasher ownership, by demographics, 2010
                                                                                                                                                                      • Figure 71: Attitudes towards cooking, by demographics, 2010
                                                                                                                                                                      • Figure 72: Selected skin conditions suffered from in the last 12 months, by demographics, 2010
                                                                                                                                                                      • Figure 73: Attitudes towards price and loyalty, by demographics, 2010
                                                                                                                                                                      • Figure 74: Attitudes towards the environment, by demographics, 2010
                                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                                      • Figure 75: Attitudes towards new products, by demographics, 2010
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                      • Figure 76: Best case/worst case forecast for UK retail sales of dishwashing detergents, at current prices, 2010-15
                                                                                                                                                                      • Figure 77: Forecast of UK retail sales of hand dishwashing detergents, at current prices, 2005-15
                                                                                                                                                                      • Figure 78: Best case/worst case forecast for UK retail sales of hand dishwashing detergents, at current prices, 2010-15
                                                                                                                                                                      • Figure 79: Forecast of UK retail sales of dishwasher detergents, at current prices, 2005-15
                                                                                                                                                                      • Figure 80: Best case/worst case forecast for UK retail sales of dishwasher detergents, at current prices, 2010-15
                                                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                                                      • Figure 81: Attitudes towards promotions, by demographics, 2010
                                                                                                                                                                  • Appendix – Usage of Dishwashing Products

                                                                                                                                                                      • Figure 82: Usage of dishwashing detergents, by demographics, 2010
                                                                                                                                                                      • Figure 83: Frequency of using washing-up liquids/detergents, by demographics, 2010
                                                                                                                                                                      • Figure 84: Frequency of use of dishwasher detergents, by demographics, 2010
                                                                                                                                                                      • Figure 85: Dishwasher ownership, by demographics, 2010
                                                                                                                                                                  • Appendix – Dishwashing and Dishwasher Usage Patterns

                                                                                                                                                                      • Figure 86: Ownership of dishwasher and frequency of usage, by demographics, February 2011
                                                                                                                                                                      • Figure 87: Attitudes towards using a dishwasher – dishwasher owners, by demographics, February 2011
                                                                                                                                                                      • Figure 88: Attitudes towards using a dishwasher – dishwasher owners, by demographics, February 2011
                                                                                                                                                                      • Figure 89: Attitudes towards washing up dishes/pans by hand, by demographics, February 2011
                                                                                                                                                                      • Figure 90: Attitudes towards washing up dishes/pans by hand, by demographics, February 2011
                                                                                                                                                                      • Figure 91: Attitudes towards washing up dishes/pans by hand, by demographics, February 2011
                                                                                                                                                                  • Appendix – Consumer Buying Behaviour

                                                                                                                                                                      • Figure 92: Attitudes towards shopping for washing-up liquid, by demographics, February 2011
                                                                                                                                                                      • Figure 93: Attitudes towards shopping for washing-up liquid, by demographics, February 2011
                                                                                                                                                                      • Figure 94: Attitudes towards shopping for dishwasher detergents – dishwasher owners, by demographics, February 2011
                                                                                                                                                                      • Figure 95: Attitudes towards shopping for dishwasher detergents – dishwasher owners, by demographics, February 2011
                                                                                                                                                                  • Appendix – Attitudes Towards Dishwashers

                                                                                                                                                                      • Figure 96: Agreement with the statement ‘Dishwashers give better cleaning results than washing up by hand’, by demographics, February 2011
                                                                                                                                                                      • Figure 97: Agreement with the statement ‘Pans clean up better when washed by hand’, by demographics, February 2011
                                                                                                                                                                      • Figure 98: Agreement with the statement ‘Having a dishwasher saves a lot of time’, by demographics, February 2011
                                                                                                                                                                      • Figure 99: Agreement with the statement ‘Dishwashers are an unnecessary luxury’, by demographics, February 2011
                                                                                                                                                                      • Figure 100: Agreement with the statement ‘Dishwashers are expensive to run’, by demographics, February 2011
                                                                                                                                                                      • Figure 101: Agreement with the statement ‘It’s not worth me having a dishwasher as I don’t have that much washing up’, by demographics, February 2011
                                                                                                                                                                      • Figure 102: Agreement with the statement ‘Dishwashers use too much water’, by demographics, February 2011
                                                                                                                                                                      • Figure 103: Agreement with the statement ‘Dishwashers use too much electricity’, by demographics, February 2011
                                                                                                                                                                      • Figure 104: Agreement with the statement ‘I don’t have enough space in my kitchen for a dishwasher’, by demographics, February 2011
                                                                                                                                                                      • Figure 105: Agreement with the statement ‘I’d like to have a dishwasher, but can’t afford to buy one’, by demographics, February 2011
                                                                                                                                                                  • Appendix – Target Groups

                                                                                                                                                                      • Figure 106: Attitudes towards dishwashers, by target groups, February 2011
                                                                                                                                                                      • Figure 107: Target groups, by demographics, February 2011
                                                                                                                                                                      • Figure 108: Ownership of dishwasher and frequency of usage, by target groups, February 2011
                                                                                                                                                                      • Figure 109: Agreement with statements on usage of dishwasher – dishwasher owners, by target groups, February 2011
                                                                                                                                                                      • Figure 110: Agreement with statements on shopping for washing-up liquid, by target groups, February 2011
                                                                                                                                                                      • Figure 111: Agreement with statements on washing up the dishes/pans by hand, by target groups, February 2011

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                  • Arc International
                                                                                                                                                                  • Asda Group Ltd
                                                                                                                                                                  • Bank of England
                                                                                                                                                                  • British Skin Foundation
                                                                                                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                  • Charles Worthington
                                                                                                                                                                  • Co-operative Group
                                                                                                                                                                  • Council of Mortgage Lenders
                                                                                                                                                                  • Department for Environment, Food & Rural Affairs
                                                                                                                                                                  • Duracell UK
                                                                                                                                                                  • Ecover UK
                                                                                                                                                                  • Energy Saving Trust
                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                  • Footprint International Ltd
                                                                                                                                                                  • Freeview
                                                                                                                                                                  • Gillette UK Ltd
                                                                                                                                                                  • Government Actuary's Department (GAD)
                                                                                                                                                                  • J. Sainsbury
                                                                                                                                                                  • Jeyes UK
                                                                                                                                                                  • Kantar Media
                                                                                                                                                                  • Lidl (UK)
                                                                                                                                                                  • Marks & Spencer
                                                                                                                                                                  • McBride PLC
                                                                                                                                                                  • mmO2 plc
                                                                                                                                                                  • Netto Foodstores Ltd
                                                                                                                                                                  • Observer (The)
                                                                                                                                                                  • Olay Company, Inc.
                                                                                                                                                                  • Oral B Laboratories Ltd
                                                                                                                                                                  • Orange plc (UK)
                                                                                                                                                                  • Powder and Liquid Products Ltd
                                                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                                                  • PZ Cussons
                                                                                                                                                                  • Reckitt Benckiser plc
                                                                                                                                                                  • Scholl Consumer Products Ltd
                                                                                                                                                                  • Tesco Plc
                                                                                                                                                                  • Tupperware UK & Ireland Ltd
                                                                                                                                                                  • Twitter, Inc.
                                                                                                                                                                  • Unilever Bestfoods UK Ltd
                                                                                                                                                                  • Virgin Media Ltd
                                                                                                                                                                  • Virgin Mobile
                                                                                                                                                                  • Vodafone Group Plc (UK)
                                                                                                                                                                  • Waitrose
                                                                                                                                                                  • WaterAid
                                                                                                                                                                  • Wella AG
                                                                                                                                                                  • Wilkinson Hardware Stores Ltd
                                                                                                                                                                  • Wm Morrison Supermarkets

                                                                                                                                                                  Dishwashing Detergents - UK - April 2011

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