Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Dishwashing Detergents - UK - November 2010

The market for dishwashing products includes two main kinds of products: detergents for hand dishwashing; and detergents for automatic dishwashers. Over 2005-10 the total market grew by 24% to reach £460 million.Market growth has been driven by new product development and premiumisation in dishwashing detergents, particularly dishwasher tablets. As the number of households with dishwashers continues to grow, this will maintain a high level of demand for dishwasher detergents and ancillaries.Consumers are spending more of their spare time at home and many have opted to eat out less and dine at home more. This creates more dishwashing, both by hand and in automatic dishwashers.

  • A lack of loyalty and focus on value when buying dishwashing detergents is particularly evident among the under-25s: 58% switch brands when a special offer is available (5 percentage points above average) and 35% buy whatever’s cheapest (10 percentage points above average). Breeding familiarity and affection is crucial to gaining long-term loyalty from this age group.
  • TGI data reveal a steep decline in the proportion of 7-14s who regularly help out around the house: 58% of 7-14-year-olds surveyed in 2006 said they had participated in a chore in the last seven days; in 2010, this figure had halved to 29%. Brands could encourage children to take an interest, perhaps with a charitable link to helps improve poorer children’s quality of life, eg Water Aid.
  • Almost half (46%) of those who buy dishwashing products agree that own-label dishwashing detergents are good value, but only a quarter usually buy them. The main weakness is performance, as three in ten do not think own-label products perform as well as the branded alternatives.
  • Over many decades, Fairy Liquid has made a feature of its mild formula. These days, cosmetics manufacturers are taking softer skin to new levels with dermatological claims.Could washing-up brands expand into protective washing-up gloves impregnated with moisturisers or a washing-up after-care hand cream?.
  • Economic hardship has led to a change of heart about the environment. One 35-44-year old ABC1 male said in our online discussion group: “I am not too bothered about environmental concerns and they [environmentally-friendly dishwashing products] are overpriced and do not work as well as normal dishwasher products. It’s just a fad, all the environmental talk and an excuse for us all to pay more for products.”
  • New and unusual fragrances are being introduced, especially in hand dishwashing products. These often accompany other claims, such as being kinder to hands or skin. Fairy Scent Sensations provides ‘aromatherapy for your dishes’, for example. Fresh fragrances that help neutralise cooking smells in the kitchen could be popular, co-ordinating with air neutralisers such as Febreze and Oust.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Hand dishwashing detergents
            • Dishwasher detergents
              • Abbreviations
              • Future Opportunities

                  • Building a more emotive connection with the under-25s
                    • Get the whole family involved
                      • Reconnecting…over suds
                      • Market in Brief

                        • Thriving market with real growth
                          • Major brands dominant
                            • Substantial share for own-label
                              • Consumers want performance and brands
                                • Outlook
                                • Internal Market Environment

                                  • Key points
                                    • Consumers more price-conscious
                                      • Figure 1: Attitudes towards price, 2006-10
                                    • Getting the work done by machine
                                      • Figure 2: Trends in ownership of dishwashers, by household size, 2006-10
                                    • Cooks make washing up
                                      • Figure 3: Attitudes towards cooking, 2006-10
                                    • Hands as soft as your face
                                      • Figure 4: Selected skin conditions suffered from in the last 12 months, 2006-10
                                    • Is loyalty a thing of the past?
                                      • Figure 5: Attitudes towards price and loyalty, 2006-10
                                    • Environmental concerns down in a weaker economy
                                      • Figure 6: Trends in attitudes towards the environment, 2006-10
                                    • Turning a blind eye to the environment
                                      • Positive efforts to recycle
                                        • How much energy does it take to do the dishes?
                                        • Broader Market Environment

                                          • Key points
                                            • Population
                                              • Figure 7: Trends in the age structure of the UK population, 2005-15
                                            • Number and size of UK households
                                              • Figure 8: Trends in UK household size, 2005-15
                                            • Larger households more likely to have a dishwasher
                                              • Figure 9: Ownership of dishwashers, by size of household, 2010
                                            • Busy workers with less spare time
                                              • Figure 10: Employment and unemployment, by gender, 2005-15
                                            • Singletons on the rise
                                              • Figure 11: Men vs. women living alone, 2006-10
                                            • Getting the family involved
                                              • Figure 12: Chores done – 7-14s, 2006-10
                                            • Regulation
                                              • Ecolabel
                                                • Sustainable Cleaning
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Do consumers respond to new products?
                                                      • Figure 13: Attitudes towards new products, 2006-10
                                                    • High level of innovation in dishwashing
                                                      • Figure 14: New product development in dishwashing detergents in the UK, by category, 2008-10
                                                      • Figure 15: New product development in dishwashing detergents in the UK, by category, own-label vs. branded, 2008-10
                                                    • Plenty of own-label activity
                                                      • Handcare high on innovation agenda
                                                        • Environmental developments high on the list
                                                          • Figure 16: New product development in dishwashing detergents in the UK, by top positioning, 2007-10
                                                        • Eco-friendly products from specialists
                                                          • Sustainable products from the majors
                                                            • Examples of sustainable products from own-label
                                                              • Fragrance trends
                                                                • What consumers say they want
                                                                • Competitive Context

                                                                  • Key points
                                                                    • No real substitute
                                                                      • Dishwashing fastest growing houshold segment
                                                                        • Figure 17: UK retail value sales of home and garden products, at current prices, 2005-09
                                                                      • Dishwashing products healthy growth
                                                                        • Figure 18: UK retail value sales of household cleaning products, by type, 2005-09
                                                                      • Automatic dishwashers improve performance
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Figure 19: UK retail value sales of dishwashing detergents, 2005-15
                                                                        • Outlook
                                                                          • Forecast
                                                                            • Figure 20: UK best and worst forecast sales of dishwashing products, 2005-15
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Dishwashing detergents by format
                                                                              • Figure 21: UK retail value sales of dishwashing products, by sector, 2005-15
                                                                            • Dishwasher products
                                                                              • Figure 22: UK retail value sales of dishwasher products, by sector, 2008 and 2009
                                                                            • Hand dishwashing detergents
                                                                              • Figure 23: UK retail value sales of hand dishwashing products, by sector, 2008 and 2009
                                                                          • Market Share

                                                                            • Key points
                                                                              • Manufacturer shares
                                                                                • Figure 24: Manufacturer shares of dishwashing detergents, 2006-09
                                                                              • Tesco builds in a new brand
                                                                                • Automatic dishwashing brand shares
                                                                                  • Figure 25: Brand shares in automatic dishwasher detergents, 2008 and 2009
                                                                                • Hand dishwashing detergents brand shares
                                                                                  • Figure 26: Brand shares in hand dishwashing detergents, 2008-09
                                                                              • Companies and Products

                                                                                • Key points
                                                                                  • Brand map
                                                                                    • Figure 27: Brand map of the UK dishwashing detergents market, September 2010
                                                                                  • Major players
                                                                                    • Procter & Gamble
                                                                                      • Fairy
                                                                                        • Product range and innovation
                                                                                            • Figure 28: Product launches by Procter & Gamble in the UK dishwashing detergents market, January 2009-August 2010
                                                                                          • Promotion
                                                                                            • Reckitt Benckiser
                                                                                              • Finish
                                                                                                • Product range and innovation
                                                                                                    • Figure 29: Product launches by RB in the UK dishwashing detergents market, January 2009-August 2010
                                                                                                  • Promotion
                                                                                                    • PZ Cussons
                                                                                                      • Cussons Morning Fresh (Carex)
                                                                                                        • Product range and innovation
                                                                                                          • Promotion
                                                                                                            • Unilever
                                                                                                              • Persil
                                                                                                                • Robert McBride
                                                                                                                  • Clean & Fresh, Surcare
                                                                                                                    • Product range and innovation
                                                                                                                      • Method
                                                                                                                        • Product range and innovation
                                                                                                                          • Promotion
                                                                                                                            • Ecover
                                                                                                                              • Product range and innovation
                                                                                                                                • Promotion
                                                                                                                                  • Jeyes
                                                                                                                                    • Product range and innovation
                                                                                                                                      • Promotion
                                                                                                                                      • Brand Communication and Promotion

                                                                                                                                        • Key points
                                                                                                                                          • How do shoppers feel about promotions?
                                                                                                                                            • Figure 30: Attitudes towards promotions, 2006-10
                                                                                                                                          • Slow decline in advertising spend
                                                                                                                                            • Figure 31: Main monitored media advertising spend on dishwashing products, 2006-10
                                                                                                                                          • Television and press dominate
                                                                                                                                            • Figure 32: Main monitored media advertising spend, by media type, 2007-10
                                                                                                                                          • Advertising dominated by the big two
                                                                                                                                            • Figure 33: Main monitored media advertising spend, by company, 2007-10
                                                                                                                                          • RB increases advertising support
                                                                                                                                            • P&G takes the lead in 2010
                                                                                                                                              • NPD peaks in April and October
                                                                                                                                                • Figure 34: Seasonality of NPD and adspend, % by month, 2006-9
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Dominance of the major grocers
                                                                                                                                                  • Figure 35: UK retail value sales of dishwashing detergents, by outlet type, 2008 and 2009
                                                                                                                                              • The Consumer – Attitudes Towards Housework and Purchasing

                                                                                                                                                • Key points
                                                                                                                                                  • Keeping on top of the housework
                                                                                                                                                    • Figure 36: Attitudes towards domestic housework, June 2010
                                                                                                                                                  • More time spent eating in
                                                                                                                                                    • Let the dishes wait
                                                                                                                                                      • Purchasing patterns
                                                                                                                                                        • Figure 37: Purchasing dishwashing products vs. other household cleaning products, June 2010
                                                                                                                                                    • The Consumer – Use of Dishwashing Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Bung it in the dishwasher
                                                                                                                                                          • Figure 38: Trends in usage of dishwashing detergents, 2006-10
                                                                                                                                                        • Types of dishwasher detergents used
                                                                                                                                                          • Figure 39: Trends in usage of dishwasher detergents, by type, 2006-10
                                                                                                                                                        • Rise in dishwasher cleaners
                                                                                                                                                          • Figure 40: Trends in types of dishwasher products used, 2007-10
                                                                                                                                                        • Less frequent use of washing-up liquids
                                                                                                                                                          • Figure 41: Trends in frequency of using washing-up liquids/detergents, 2006-10
                                                                                                                                                        • Mainly light use of dishwasher detergents
                                                                                                                                                          • Figure 42: Trends in frequency of use of dishwasher detergents, 2006-09
                                                                                                                                                          • Figure 43: Frequency of using dishwasher detergents, 2010
                                                                                                                                                        • How owning a dishwasher affects use of washing-up liquid
                                                                                                                                                          • Figure 44: Trends in using washing-up liquids, by dishwasher ownership, 2006-10
                                                                                                                                                      • Consumer – Factors Influencing Choice of Dishwashing Detergent

                                                                                                                                                        • Key points
                                                                                                                                                          • Performance at a price
                                                                                                                                                            • Figure 45: Most important features when choosing dishwashing products, June 2010
                                                                                                                                                            • Figure 46: Most important features when choosing dishwashing products, June 2010
                                                                                                                                                          • Brands and performance at the right price
                                                                                                                                                            • Weak showing for own-label
                                                                                                                                                              • Snapping up the deal
                                                                                                                                                                • Scents low on the list
                                                                                                                                                                • The Consumer – Attitudes Towards Promotions and Brands

                                                                                                                                                                  • Key points
                                                                                                                                                                    • How consumers respond to promotions
                                                                                                                                                                      • Figure 47: Attitudes towards promotions, June 2010
                                                                                                                                                                    • Value – not cheapest price
                                                                                                                                                                      • Younger consumers switch brands to save
                                                                                                                                                                        • Who sticks with the cheaper brands?
                                                                                                                                                                          • Special offers persuade consumers to switch
                                                                                                                                                                            • Bigger households use coupons
                                                                                                                                                                              • Saving points
                                                                                                                                                                                • No-brainer to stock up
                                                                                                                                                                                  • Scientific savers
                                                                                                                                                                                    • Attitudes towards brands
                                                                                                                                                                                      • Figure 48: Attitudes towards brands, June 2010
                                                                                                                                                                                    • Mixed messages for own-label
                                                                                                                                                                                      • Half opt for the brands
                                                                                                                                                                                      • Target Groups

                                                                                                                                                                                            • Figure 49: Target groups for dishwashing products, June 2010
                                                                                                                                                                                          • Cost Conscious
                                                                                                                                                                                              • Figure 50: Factors influencing product choice – Cost Conscious, June 2010
                                                                                                                                                                                              • Figure 51: Attitudes towards own-labels – Cost Conscious, June 2010
                                                                                                                                                                                            • Young Branders
                                                                                                                                                                                                • Figure 52: Factors influencing choice – Young Branders, June 2010
                                                                                                                                                                                                • Figure 53: Attitudes towards own-labels – Young Branders, June 2010
                                                                                                                                                                                              • Loyal Branders
                                                                                                                                                                                                • Figure 54: Factors influencing choice – Loyal Branders, June 2010
                                                                                                                                                                                                • Figure 55: Attitudes towards own-labels – Loyal Branders, June 2010
                                                                                                                                                                                            • Appendix – Trends in Dishwasher Detergent Use

                                                                                                                                                                                                • Figure 61: Trends in frequency of use of dishwasher detergents, 2006-09
                                                                                                                                                                                            • Appendix – Attitudes towards Housework and Purchasing

                                                                                                                                                                                                • Figure 62: Attitudes towards domestic housework, by purchasing dishwashing products, June 2010
                                                                                                                                                                                                • Figure 63: Most popular Attitudes to domestic housework, by demographics, June 2010
                                                                                                                                                                                                • Figure 64: Next most popular attitudes to domestic housework, by demographics, June 2010
                                                                                                                                                                                                • Figure 65: Purchasing dishwashing products by demographics, June 2010
                                                                                                                                                                                            • Appendix – Consumer Factors Influencing Use of Dishwashing Detergents

                                                                                                                                                                                                • Figure 66: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                                • Figure 67: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                                • Figure 68: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                                • Figure 69: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                                • Figure 70: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                                • Figure 71: Attitudes to choosing dishwashing products, by demographics, June 2010
                                                                                                                                                                                            • Appendix – Consumer Attitudes towards Promotions and Brands

                                                                                                                                                                                                • Figure 72: Attitudes towards promotions, June 2010
                                                                                                                                                                                                • Figure 73: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 74: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 75: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 76: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 77: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 78: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 79: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 80: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 81: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 82: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 83: Attitudes to promotions, by demographics, June 2010
                                                                                                                                                                                                • Figure 84: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 85: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 86: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 87: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 88: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 89: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 90: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 91: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 92: Attitudes to brands, by demographics, June 2010
                                                                                                                                                                                                • Figure 93: Attitudes to brandsm, by demographics, June 2010
                                                                                                                                                                                            • Appendix – Target Groups

                                                                                                                                                                                                • Figure 94: Attitudes towards domestic housework, by target groups, June 2010
                                                                                                                                                                                                • Figure 95: Purchasing dishwashing products, by target groups, June 2010
                                                                                                                                                                                                • Figure 96: Attitudes towards choosing dishwashing products, by target groups, June 2010
                                                                                                                                                                                                • Figure 97: Attitudes towards promotions, by target groups, June 2010
                                                                                                                                                                                                • Figure 98: Attitudes towards brands, by target groups, June 2010
                                                                                                                                                                                                • Figure 99: Target groups, by demographics, June 2010

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                            • Bank of England
                                                                                                                                                                                            • British Skin Foundation
                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                            • Ecover UK
                                                                                                                                                                                            • Energy Saving Trust
                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                                                            • Hoover Ltd
                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                            • Kantar Media
                                                                                                                                                                                            • LOVEFiLM International Ltd
                                                                                                                                                                                            • Marks & Spencer
                                                                                                                                                                                            • Powder and Liquid Products Ltd
                                                                                                                                                                                            • Procter & Gamble UK & Ireland
                                                                                                                                                                                            • PZ Cussons
                                                                                                                                                                                            • Reckitt Benckiser (UK)
                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                            • Unilever Plc
                                                                                                                                                                                            • Waitrose
                                                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                                                            Dishwashing Detergents - UK - November 2010

                                                                                                                                                                                            £1,995.00 (Excl.Tax)