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Dishwashing Products - UK - April 2012

“While the main route to growth in machine dishwashing is through driving higher ownership of dishwashers in UK homes, existing dishwasher users could also be persuaded to do a higher proportion of their washing up using the dishwasher through product improvements and better advice on maximising dishwasher performance.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can manufacturers drive higher dishwasher penetration?
  • Can detergent manufacturers further improve customer satisfaction?
  • Can dishwasher users be persuaded to wash more by machine?
  • What opportunities exist for adding value in washing-up liquids?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
            • Difficult year for sales of dishwashing products
              • Slowdown in hand dishwashing growth
                • Figure 2: UK retail value sales of dishwashing detergents, by segment, 2010 and 2011
              • Market factors
                • Dip in ownership of dishwashers
                  • Figure 3: Ownership of dishwashers, 2007-11
                • Increased focus on low price and special offers
                  • Interest in cooking drives more washing up
                    • Growth in household and population numbers
                      • Weak housing market and low consumer confidence
                        • Companies, brands and innovation
                          • Fairy goes from strength to strength
                            • Figure 4: Estimated brand value shares in hand dishwashing market, 2011
                          • Finish maintains strong lead in machine dishwashing
                            • Figure 5: Estimated brand value shares in the machine dishwashing market, 2011
                          • Six in ten new launches in hand dishwashing
                            • Figure 6: New product launches in the dishwashing detergents market, % by product type, 2011
                          • Reduction in total advertising seen during 2011
                            • The consumer
                              • Fall in usage of dishwasher detergents
                                • Four in ten users run dishwasher at least once daily
                                  • Figure 7: Usage of dishwashers, February 2012
                                • Skin-friendly properties most important for washing-up liquids
                                  • Figure 8: Factors influencing choice of washing-up liquid – product formulation and other properties, February 2012
                                • Majority prefer all-in-one products
                                  • Figure 9: Factors influencing choice of dishwasher detergents – product formulation and other properties, February 2012
                                • Scents an important factor for washing-up liquids
                                  • Figure 10: Influence of scent/fragrance on choice of dishwashing detergents, February 2012
                                • Majority of dishwashers fully loaded
                                  • Figure 11: Dishwasher usage and attitudes towards dishwashers, February 2012
                                • Dishwashers falling short on baked-on stains
                                  • Figure 12: Dishwashers vs. hand dishwashing, February 2012
                                • What we think
                                • Issues in the Market

                                    • How can manufacturers drive higher dishwasher penetration?
                                      • Can detergent manufacturers further improve customer satisfaction?
                                        • Can dishwasher users be persuaded to wash more by machine?
                                          • What opportunities exist for adding value in washing-up liquids?
                                          • Future Opportunities

                                              • Trend: FSTR and HYPR
                                                • Trend: Prepare for the Worst
                                                • Internal Market Environment

                                                  • Key points
                                                    • Consumers more focused on lowest prices
                                                      • Figure 13: Attitudes towards price, 2007-11
                                                    • Dip in ownership of dishwashers
                                                      • Figure 14: Ownership of dishwashers, 2007-11
                                                    • Strong interest in cooking and trying new recipes
                                                      • Figure 15: Attitudes towards cooking, 2007-11
                                                    • Significant market for skin-friendly products
                                                      • Figure 16: Selected skin conditions suffered from in the last 12 months, 2007-11
                                                    • Decline in levels of brand loyalty
                                                        • Figure 17: Attitudes towards price and loyalty, 2007-11
                                                      • Fewer prepared to compromise for the environment
                                                        • Figure 18: Trends in attitudes towards the environment, 2007-11
                                                      • Move towards almost phosphate-free dishwasher detergents
                                                        • Dishwashers becoming more energy efficient
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Growth in household numbers projected
                                                              • Figure 19: UK households, by size, 2006-16
                                                              • Figure 20: Number of residential property transactions* (not seasonally adjusted), Q4 2006-Q3 2011
                                                            • Population growth a boost to sales
                                                              • Figure 21: Trends in the age structure of the UK population, 2006-16
                                                            • Incomes squeeze holding back consumer spending
                                                              • Figure 22: Trends in how respondents would describe their financial situation, February 2009-February 2012
                                                              • Figure 23: Trends in current financial situation compared with a year ago, July 2011-February 2012
                                                            • Slow recovery undermining confidence
                                                              • Figure 24: Trends in the impact of the economic downturn on consumers, February 2009-February 2012
                                                              • Figure 25: Trends in consumer sentiment for the coming year, February 2009-February 2012
                                                          • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Free samples encourage product trial
                                                                    • Figure 26: Attitudes towards new products, 2007-11
                                                                  • Hand dishwashing sees the most new launches
                                                                    • Figure 27: New product launches in the UK dishwashing detergents market, % by product type, 2008-11
                                                                  • Big increase in own-label activity
                                                                    • Figure 28: New product launches in the UK dishwashing detergents market, % share by own-label vs. branded, 2008-11
                                                                  • P&G leads NPD in dishwashing
                                                                    • Figure 29: New product launches in the UK dishwashing detergents market, % share by company, 2008-11
                                                                  • Environmental claims remain highly prominent
                                                                    • Figure 30: New product launches in the UK dishwashing detergents market, % share by claim, 2008-11
                                                                  • More innovation seen during 2011
                                                                    • Figure 31: New product launches in the UK dishwashing detergents market, % by launch type, 2008-11
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Dishwashing outperforms household care
                                                                      • Figure 32: Comparison of dishwashing products with other household care markets, 2006-11
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Growth in dishwashing comes to a standstill
                                                                        • Figure 33: UK retail value sales and forecast of dishwashing detergents, at current and constant prices, 2006-16
                                                                      • The future
                                                                        • Figure 34: Best- and worst-case forecast of UK sales of dishwashing detergents, 2006-16
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Key points
                                                                          • Slowdown in growth in hand dishwashing
                                                                            • Figure 35: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2006-16
                                                                            • Figure 36: UK retail sales of hand dishwashing products, by segment, 2010 and 2011
                                                                          • Dip in sales of dishwasher detergents
                                                                            • Figure 37: UK retail value sales and forecast of dishwasher products, at current and constant prices, 2006-16
                                                                            • Figure 38: UK retail sales of dishwasher products, by segment, 2010 and 2011
                                                                        • Market Share

                                                                          • Key points
                                                                            • Fairy further strengthens its position
                                                                              • Figure 39: Manufacturer shares of dishwashing detergents, 2011
                                                                            • Dishwasher detergents
                                                                              • Figure 40: Brand shares in automatic dishwasher detergents, 2010 and 2011
                                                                            • Hand dishwashing detergents
                                                                              • Figure 41: Brand shares in hand dishwashing detergents, 2010 and 2011
                                                                          • Companies and Products

                                                                            • Ecover
                                                                                • Figure 42: New product launches by Ecover in the UK dishwashing products market, April 2011-March 2012
                                                                              • Jeyes
                                                                                • McBride
                                                                                  • Method
                                                                                    • Procter & Gamble
                                                                                        • Figure 43: New product launches by Procter & Gamble in the UK dishwashing products market, April 2011-March 2012
                                                                                      • PZ Cussons
                                                                                        • Reckitt Benckiser
                                                                                            • Figure 44: New product launches by Reckitt Benckiser in the UK dishwashing products market, April 2011-March 2012
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Focus on saving money through special offers
                                                                                              • Figure 45: Attitudes towards promotions, 2007-11
                                                                                            • Dip in advertising of dishwashing products
                                                                                              • Figure 46: Main media advertising expenditure on dishwashing detergents, 2008-11
                                                                                            • Reckitt Benckiser the top advertiser
                                                                                              • Figure 47: Main media advertising expenditure on dishwashing detergents, by advertiser, 2008-11
                                                                                            • Finish Quantum the biggest campaign
                                                                                              • Figure 48: Main media Advertising expenditure on dishwashing detergents, by advertiser and brand, 2008-11
                                                                                            • TV dominates advertising
                                                                                              • Figure 49: Main media advertising expenditure on dishwashing detergents, by media type, 2008-11
                                                                                          • Channels to Market

                                                                                            • Key points
                                                                                              • Big four dominate dishwashing sales
                                                                                                • Figure 50: UK retail value sales of dishwashing detergents by outlet type, 2009-11
                                                                                            • Usage of Dishwashing Products

                                                                                              • Key points
                                                                                                • Fall in usage of dishwasher detergents
                                                                                                  • Figure 51: Trends in usage of dishwashing detergents, 2007-11
                                                                                                • Tablets dominate the dishwasher detergents market
                                                                                                  • Figure 52: Trends in usage of dishwasher detergents, by type, 2007-11
                                                                                                  • Figure 53: Trends in types of dishwasher products used, 2010 and 2011
                                                                                                • Move towards less frequent washing up
                                                                                                    • Figure 54: Trends in frequency of using washing-up liquids/detergents, 2007-11
                                                                                                    • Figure 55: Frequency of use of dishwasher detergents, 2010-11
                                                                                                • Dishwashing Patterns and Shopping Responsibilities

                                                                                                  • Key points
                                                                                                    • Four in ten users run the dishwasher at least once a day
                                                                                                      • Figure 56: Usage of dishwashers, February 2011 and February 2012
                                                                                                    • Large proportion of dishes not going in the dishwasher
                                                                                                      • Figure 57: Percentage of dishes washed up by hand among automatic dishwasher users, by age, February 2012
                                                                                                    • Women the primary shoppers for dishwashing products
                                                                                                      • Figure 58: Involvement in buying dishwasher detergents and washing-up liquids, February 2012
                                                                                                      • Figure 59: Being the primary/main shopper of dishwashing detergents, by gender, February 2012
                                                                                                      • Figure 60: Men who are primary/main shoppers for washing-up liquid, by age, February 2012
                                                                                                  • Factors Influencing Choice

                                                                                                    • Key points
                                                                                                      • Being kind to the skin a top priority
                                                                                                        • Figure 61: Factors influencing choice of washing-up liquid, February 2012
                                                                                                      • Concentrated and antibacterial formulas important
                                                                                                        • A third looking for extra cleaning power
                                                                                                          • Tried and tested fragrances most popular
                                                                                                            • Environmental factors a lower priority
                                                                                                              • All-in-one dishwasher products preferred
                                                                                                                  • Figure 62: Factors influencing choice of dishwasher detergent, February 2012
                                                                                                                • Extra-strength cleaning power most important
                                                                                                                  • Leaving shiny glasses and a clean dishwasher
                                                                                                                    • Keeping dishwashers smelling fresh another issue
                                                                                                                      • Same minority interested in environmental factors
                                                                                                                      • Attitudes Towards Dishwashers

                                                                                                                        • Key points
                                                                                                                          • Vast majority run full dishwashers
                                                                                                                            • Figure 63: Attitudes towards dishwashers, February 2012
                                                                                                                            • Figure 64: Agreement with statements about washing up and dishwashers, February 2012
                                                                                                                          • Saving time the main benefit of dishwashers
                                                                                                                            • Dishwashers give better results on dishes and glasses
                                                                                                                            • Target Groups

                                                                                                                              • Key points
                                                                                                                                  • Figure 65: Target groups for dishwasher detergents, February 2012
                                                                                                                                • Dishwasher Happy (28%)
                                                                                                                                  • Demographic characteristics
                                                                                                                                    • Dishwasher usage and factors influencing choice
                                                                                                                                      • Could Clean Better (25%)
                                                                                                                                        • Demographic characteristics
                                                                                                                                          • Dishwasher usage and factors influencing choice
                                                                                                                                            • Resources Concerned (17%)
                                                                                                                                              • Demographic characteristics
                                                                                                                                                • Dishwasher usage and factors influencing choice
                                                                                                                                                  • Apathetic (30%)
                                                                                                                                                    • Demographic characteristics
                                                                                                                                                      • Dishwasher usage and factors influencing choice
                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                          • Figure 66: Attitudes towards price, by demographics, 2011
                                                                                                                                                          • Figure 67: Ownership of dishwashers, by demographics, 2011
                                                                                                                                                          • Figure 68: Attitudes towards cooking, by demographics, 2011
                                                                                                                                                          • Figure 69: Selected skin conditions suffered from in the last 12 months, by demographics, 2011
                                                                                                                                                          • Figure 70: Attitudes towards price and loyalty, by demographics, 2011
                                                                                                                                                          • Figure 71: Trends in attitudes towards the environment, by demographics, 2011
                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                          • Figure 72: Attitudes towards new products, by demographics, 2011
                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                          • Figure 73: Best case/worst case forecast for UK retail sales dishwashing detergents, at current prices, 2011-16
                                                                                                                                                      • Appendix – Market Segmentation

                                                                                                                                                          • Figure 74: Forecast of UK retail sales of hand dishwashing products, at current prices, 2006-16
                                                                                                                                                          • Figure 75: Best case/worst case forecast for UK retail sales of hand dishwashing products, at current prices, 2011-16
                                                                                                                                                          • Figure 76: Forecast of UK retail sales of dishwasher products, at current prices, 2006-16
                                                                                                                                                          • Figure 77: Best case/worst case forecast for UK retail sales of dishwasher products, at current prices, 2011-16
                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                          • Figure 78: Attitudes towards promotions, by demographics, 2011
                                                                                                                                                      • Appendix – Usage of Dishwashing Products

                                                                                                                                                          • Figure 79: Usage of dishwashing detergents, by demographics, 2011
                                                                                                                                                          • Figure 80: Usage of dishwasher detergents by type, by demographics, 2011
                                                                                                                                                          • Figure 81: Types of dishwasher products used, by demographics, 2011
                                                                                                                                                          • Figure 82: Frequency of using washing-up liquids/detergents, by demographics, 2011
                                                                                                                                                          • Figure 83: Frequency of use of dishwasher detergents, by demographics, 2011
                                                                                                                                                      • Appendix – Dishwashing Patterns and Shopping Responsibilities

                                                                                                                                                          • Figure 84: Usage of dishwashers, February 2012
                                                                                                                                                          • Figure 85: Involvement in buying washing-up liquids, February 2012
                                                                                                                                                          • Figure 86: Involvement in buying dishwashing detergents, February 2012
                                                                                                                                                          • Figure 87: Percentage of dishes washed by hand, by dishwasher users, February 2012
                                                                                                                                                      • Appendix – Factors Influencing Choice

                                                                                                                                                          • Figure 88: Most popular factors influencing choice of washing-up liquid, February 2012
                                                                                                                                                          • Figure 89: Next most popular factors influencing choice of washing-up liquid, February 2012
                                                                                                                                                          • Figure 90: Other factors influencing choice of washing-up liquid, February 2012
                                                                                                                                                          • Figure 91: Most popular factors influencing choice of dishwasher detergent, February 2012
                                                                                                                                                          • Figure 92: Next most popular factors influencing choice of dishwasher detergent, February 2012
                                                                                                                                                          • Figure 93: Other factors influencing choice of dishwasher detergent, February 2012
                                                                                                                                                      • Appendix – Attitudes Towards Dishwashers

                                                                                                                                                          • Figure 94: Agreement with the statements ‘I tend to only run my dishwasher when it is full’ and ‘Having a dishwasher is essential’, February 2012
                                                                                                                                                          • Figure 95: Agreement with the statements ‘Dishwashers are better than hand washing for getting shiny/sparkling glasses’ and ‘Dishwashers are better than hand washing at getting dishes clean’, February 2012
                                                                                                                                                          • Figure 96: Agreement with the statements ‘Pans with baked-on stains clean up better when washed by hand’ and ‘To protect my best glasses I prefer to wash them up by hand’, February 2012
                                                                                                                                                          • Figure 97: Agreement with the statements ‘Having a dishwasher saves a lot of time’ and ‘Dishwashers use too much water’, February 2012
                                                                                                                                                          • Figure 98: Agreement with the statements ‘Dishwashers use too much electricity’ and ‘I tend to use my dishwasher only when I have guests’, February 2012
                                                                                                                                                          • Figure 99: Agreement with the statements ‘My dishwasher often leaves residue behind on my dishes’ and ‘The impact on the environment of ingredients in dishwasher detergents concerns me’, February 2012
                                                                                                                                                      • Appendix – Target Groups

                                                                                                                                                          • Figure 100: Target groups for dishwasher detergents, by demographics, February 2012
                                                                                                                                                          • Figure 101: Split of hand and machine dishwashing among dishwasher users, by target groups, February 2012
                                                                                                                                                          • Figure 102: Factors influencing choice of washing-up liquid, by target groups, February 2012
                                                                                                                                                          • Figure 103: Factors influencing choice of dishwasher detergent, by target groups, February 2012
                                                                                                                                                          • Figure 104: Usage of dishwashers, by target groups, February 2012
                                                                                                                                                          • Figure 105: Attitudes towards dishwashers, by target groups, February 2012

                                                                                                                                                      Companies Covered

                                                                                                                                                      • British Skin Foundation
                                                                                                                                                      • Ecover UK
                                                                                                                                                      • Electrolux
                                                                                                                                                      • Good Housekeeping
                                                                                                                                                      • Jeyes UK
                                                                                                                                                      • McBride PLC
                                                                                                                                                      • Method Products, Inc.
                                                                                                                                                      • Procter & Gamble UK & Ireland
                                                                                                                                                      • PZ Cussons
                                                                                                                                                      • Reckitt Benckiser (UK)
                                                                                                                                                      • Tupperware UK & Ireland Ltd
                                                                                                                                                      • Unilever Plc
                                                                                                                                                      • United Nations Children's Fund (UNICEF)
                                                                                                                                                      • World Wildlife Fund

                                                                                                                                                      Dishwashing Products - UK - April 2012

                                                                                                                                                      £1,995.00 (Excl.Tax)