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Dishwashing Products - Europe - December 2010

With a value of some €685 million in 2010, France is Europe’s largest market for dishwashing products, thanks partly to a relatively high share taken by dishwasher products that carry elevated average unit prices compared to hand dishwashing products.

As a result of heightened consumer concerns over the negative impact of chemical-laden detergents on the environment, suppliers have focused their product innovation on the development of more eco-friendly alternatives, with phosphate-free or phosphate-reduced detergents a key area.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

              • France the largest market
                • Italy and Spain increase their per capita spend the most
                  • Environmentally-friendly products dominate innovation
                    • Hand dishwashing leads innovation, but dishwasher products are more valuable
                      • Core consumers
                      • European Market Size and Forecast

                        • Key points
                          • Figure 1: Dishwashing products, value in local currency, in the ‘Big 5’ European countries, 2004-14
                          • Figure 2: Dishwashing products, value in local currency, in other European countries, 2003-14
                          • Figure 3: Dishwashing products, by volume, 2003-13
                          • Figure 4: Dishwashing products, by spend per capita (population), in the ‘Big 5’ European countries, 2004-14
                          • Figure 5: Dishwashing products, by spend per capita (population), in other European countries, 2003-14
                      • Market Segmentation

                        • Key points
                          • France
                            • Figure 6: France: Dishwashing products: Market segmentation, by value, 2009
                          • Germany
                            • Figure 7: Germany: Dishwashing products: Market segmentation, by value, 2009
                          • Italy
                            • Figure 8: Italy: Dishwashing products: Market segmentation, by volume, 2009
                            • Figure 9: Italy: Dishwashing products: Market segmentation, by value, 2009
                          • Spain
                            • Figure 10: Spain: Dishwashing products: Market segmentation, by value, 2009
                          • UK
                            • Figure 11: UK: Dishwashing products: Market segmentation, by value, 2009
                          • Other European countries
                            • Scandinavia
                              • Figure 12: Denmark: Dishwashing products: Market segmentation, by value, 2008
                              • Figure 13: Finland: Dishwashing products: Market segmentation, by volume, 2008
                              • Figure 14: Norway: Dishwashing products: Market segmentation, by value, 2008
                              • Figure 15: Sweden: Dishwashing products: Market segmentation, by volume, 2008
                              • Figure 16: Sweden: Dishwashing products: Market segmentation, by value, 2008
                            • Western and Central Europe
                              • Figure 17: Belgium: Dishwashing products: Market segmentation, by value, 2008
                              • Figure 18: Czech Republic: Dishwashing products: Market segmentation, by value, 200/8
                              • Figure 19: Hungary: Dishwashing products: Market segmentation, by value, 2009
                              • Figure 20: Poland: Dishwashing products: Market segmentation, by value, 2008
                            • Eastern Europe and Turkey
                              • Figure 21: Russia: Dishwashing products: Market segmentation, by value, 2009
                              • Figure 22: Slovak Republic: Dishwashing products: Market segmentation, by value, 2009
                              • Figure 23: Turkey: Dishwashing products: Market segmentation, by volume, 2008
                              • Figure 24: Turkey: Dishwashing products: Market segmentation, by value, 2008
                          • Companies and Product Innovation

                            • Key points
                              • Global region
                                • Figure 25: % of new product launches, by region, December 2009-November 2010
                              • European region
                                • Figure 26: % of new product launches, by top ten European countries, December 2009- November 2010
                                • Figure 27: % of new product launches, by the ‘Big 5’ countries, December 2009-November 2010
                              • New product launches by top claims
                                • Figure 28: % of new product launches by top five claims by the ‘Big 5’ European countries, December 2009-November 2010
                              • France
                                • Figure 29: Number of new product launches, France, 2007-10
                                • Figure 30: Top five claims on new product development, France, 2007-10
                              • Sun innovation
                                • Kinder to the environment
                                  • New fragrance formulations
                                    • Germany
                                      • Figure 31: Number of new product launches, Germany, 2007-10
                                      • Figure 32: Top five claims on new product development, Germany, 2007-10
                                    • Ethical considerations
                                      • Free from fragrances, colourants and preservatives
                                        • Dishwasher deodorisers
                                          • Multitasking tablets
                                            • Italy
                                              • Figure 33: Number of new product launches, Italy, 2007-10
                                              • Figure 34: Top five claims on new product development, Italy, 2007-10
                                            • Do it with vinegar
                                              • Saving energy and water
                                                • Limited editions
                                                  • Spain
                                                    • Figure 35: Number of new product launches, Spain, 2007-10
                                                    • Figure 36: Top five claims on new product development, Spain, 2007-10
                                                  • Cleaning and protection
                                                    • Ecological detergents
                                                      • Degreasing power
                                                        • UK
                                                          • Figure 37: Number of new product launches, UK, 2007-10
                                                          • Figure 38: Top five claims on new product development, UK, 2007-10
                                                        • Eliminating harmful chemicals
                                                          • Alluring fragrances
                                                            • Gentle care
                                                              • Celebrity endorsement
                                                              • The Consumer

                                                                • Key points
                                                                  • France
                                                                    • Figure 39: Trends in frequency and usage of dishwasher detergents, France, 2005-09
                                                                    • Figure 40: Types of dishwasher detergents used most often, France, 2005-09
                                                                    • Figure 41: Types of dishwasher products used most often, France, 2007-09
                                                                  • Germany
                                                                    • Figure 42: Trends in frequency and usage of dishwasher detergents, Germany, 2005-09
                                                                    • Figure 43: Types of dishwasher detergents used most often, Germany, 2005-09
                                                                    • Figure 44: Types of dishwasher products used most often, Germany, 2007-09
                                                                  • Spain
                                                                    • Figure 45: Trends in frequency and usage of dishwasher detergents, Spain, 2005-09
                                                                    • Figure 46: Types of dishwasher detergents used most often, Spain, 2005-09
                                                                    • Figure 47: Types of dishwasher products used most often, Spain, 2009
                                                                  • Great Britain
                                                                    • Figure 48: Trends in frequency and usage of dishwasher detergents, GB, 2005-09
                                                                    • Figure 49: Types of dishwasher detergents used most often, GB, 2005-09
                                                                    • Figure 50: Types of dishwasher products used most often, GB, 2007-09
                                                                  • Lifestyle statements
                                                                    • Figure 51: Trends in agreement with selected lifestyle statements, France, 2005-09
                                                                    • Figure 52: Trends in agreement with selected lifestyle statements, Germany, 2005-09
                                                                    • Figure 53: Trends in agreement with selected lifestyle statements, Spain, 2005-09
                                                                    • Figure 54: Trends in agreement with selected lifestyle statements, GB, 2005-09
                                                                • Appendix – Demographic Data

                                                                    • Figure 55: Frequency and usage of dishwasher detergents, by demographics, France, 2009
                                                                    • Figure 56: Frequency and usage of dishwasher detergents, by demographics, Germany, 2009
                                                                    • Figure 57: Frequency and usage of dishwasher detergents, by demographics, Spain, 2009
                                                                    • Figure 58: Frequency and usage of dishwasher detergents, by demographics, GB, 2009
                                                                    • Figure 59: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                    • Figure 60: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                                    • Figure 61: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                                    • Figure 62: Agreement with selected lifestyle statements by demographics, GB, 2009
                                                                • Appendix – Market Size and Forecast Data

                                                                    • Figure 63: Dishwashing products, value in local currency, in the ‘Big 5’ European countries 2004-14
                                                                    • Figure 64: Dishwashing products, value in local currency, in other European countries 2003-14
                                                                    • Figure 65: Dishwashing products, by volume, 2003-13
                                                                    • Figure 66: Dishwashing products, by spend per capita (population), in the ‘Big 5’ European countries, 2004-14
                                                                    • Figure 67: Dishwashing products, by spend per capita (population), in other European countries, 2003-14

                                                                Dishwashing Products - Europe - December 2010

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