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 Products - UK - April 2013

“The big issue remains how to best encourage higher penetration of dishwashers in the UK, and as a result drive increased sales of dishwasher detergents. Dispelling some of the myths about machine dishwashing, promoting the benefits and emphasising the affordability of buying and running a dishwasher, including smaller models for smaller homes, is needed to help return this segment of the market to growth.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • What is behind the lack of growth in the machine dishwashing market?
  • How do consumers look for value for money when purchasing?
  • Can solutions to dishwashing problems help add value to the market?
  • What factors are most important for brands in hand dishwashing?
  • Are there any new themes for a marketing campaign in dishwashing?

The dishwashing products market has seen mixed fortunes over the last year, with sales of washing-up liquids showing solid growth but those of dishwasher products almost flat. The machine dishwashing sector continues to suffer from an absence of growth in the number of UK homes owning dishwashers, as well as price discounting on branded products now being considered the norm.

Innovation during 2012 was characterised mainly by range extensions and new packaging, inspired by the London Olympics and Diamond Jubilee, rather than major new product launches. However, sales of some products benefited from NPD activity in the previous year such as Fairy Platinum and the return of the Persil brand in washing-up liquids.

Nevertheless, some of the problems people experience when machine dishwashing and an economic climate that favours looking after what you already have suggests an opportunity for stronger promotion of dishwasher products with added benefits and more easily accessible guidance on getting the most out of one’s dishwasher.

Encouraging wider dishwasher ownership, including through dispelling some of the misconceptions about dishwashers, is the biggest challenge for the dishwashing market, particularly with the trend towards smaller homes not favouring usage. This report looks at dishwashing patterns, buying behaviour and the attitudes most likely to influence the future shape of the dishwashing market.

Included in the Report

Hand dishwashing detergents: products formulated for dishwashing by hand, including regular and antibacterial variants, pre-wash, spray-on products such as Fairy Power Spray.

Dishwasher detergents: products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids, ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products.

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. Introduction

      • Definitions
        • Hand dishwashing detergents
          • Dishwasher detergents
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best- and worst-case forecast of UK sales of dishwashing products, 2007-17
                • Sales boosted by hand dishwashing
                  • Figure 2: Breakdown of retail value sales of dishwashing products, % share by segment, 2007-12
                • Market factors
                  • Smaller households not favouring machine dishwashing
                    • Price more important than environmental issues
                      • Companies, brands and innovation
                        • Fairy leads dishwashing market
                          • Figure 3: Brand shares in value sales of dishwashing products, year ending December 2012
                        • Most new launches extensions or new packaging
                          • Finish Quantum the biggest advertising campaign
                            • The consumer
                              • Dip in usage of dishwasher detergents
                                • Focus on buying well-known brands
                                  • Figure 4: Ways of getting value for money when buying washing up liquids or dishwasher detergents, February 2013
                                • Willingness to pay more for added benefits
                                  • Figure 5: Product solutions people interested in paying more for, February 2013
                                • Washing up not evenly shared
                                  • Figure 6: Washing up behaviour, February 2013
                                • Clean dishes a high priority
                                  • Figure 7: Any agreement with statements on hand dishwashing, February 2013
                                • What we think
                                • Issues in the Market

                                    • What is behind the lack of growth in the machine dishwashing market?
                                      • How do consumers look for value for money when purchasing?
                                        • Can solutions to dishwashing problems help add value to the market?
                                          • What factors are most important for brands in hand dishwashing?
                                            • Are there any new themes for a marketing campaign in dishwashing?
                                            • Trend Application

                                                • Trend: Help Me Help Myself
                                                  • Trend: Many Mes
                                                    • Mintel futures: Access Anything Anywhere
                                                    • Market Drivers

                                                      • Key points
                                                        • Ageing population poses a threat to dishwasher products
                                                          • Figure 8: Trends in the age structure of the UK population, 2007-17
                                                          • Figure 9: UK households, by size, 2007-17
                                                        • Fewer people entertaining at home
                                                          • Figure 10: Attitudes towards cooking, 2008-12
                                                        • Dishwasher ownership in decline
                                                          • Figure 11: Ownership of dishwashers, 2008-12
                                                        • Consumers mistakenly think washing dishes by hand uses less water
                                                          • Figure 12: Trends in attitudes towards the environment, 2008-12
                                                        • Evolving consumer concerns present new opportunities for brands
                                                          • Figure 13: Selected skin conditions suffered from in the last 12 months, 2008-12
                                                        • Value still driving product decisions
                                                          • Figure 14: Attitudes towards price, 2008-12
                                                          • Figure 15: Attitudes towards price and loyalty, 2008-12
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Women more engaged in the shopping experience
                                                                • Figure 16: Attitudes towards new products, 2008-12
                                                              • Hand dishwashing leads product development
                                                                • Figure 17: New product launches in the UK dishwashing detergents market, % by product type, 2009-12
                                                              • Own-label launches still strong
                                                                • Figure 18: New product launches in the UK dishwashing detergents market, % share by own-label vs. branded, 2009-12
                                                              • Asda leads new product launches
                                                                • Figure 19: New product launches in the UK dishwashing detergents market, % share by company, 2012
                                                              • Environmentally-friendly claims still top
                                                                • Figure 20: New product launches in the UK dishwashing detergents market, % share by claim, 2009-12
                                                              • Minimal new product development in 2012
                                                                • Figure 21: New product launches in the UK dishwashing detergents market, % by launch type, 2009-12
                                                              • Tablet launches dominate automatic dishwashing detergents
                                                                • Figure 22: New product launches in the UK in automatic dishwashing detergents market, % by product type, 2009-12
                                                              • Focus remains on hand dishwashing for first months of 2013
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Hand dishwashing drives market growth
                                                                    • Figure 23: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2007-17
                                                                  • The future
                                                                    • Figure 24: Best- and worst-case forecast of UK sales of dishwashing products, 2007-17
                                                                  • Forecast methodology
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Upturn in sales of hand dishwashing products
                                                                        • Figure 25: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2007-17
                                                                        • Figure 26: UK retail sales of hand dishwashing products, by segment, 2011 and 2012
                                                                      • Flat sales of machine dishwashing products
                                                                        • Figure 27: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2007-17
                                                                        • Figure 28: UK retail sales of dishwasher products, by sector, 2011 and 2012
                                                                    • Market Share

                                                                      • Key points
                                                                        • Fairy dominates the combined dishwashing market
                                                                          • Figure 29: Manufacturer shares of value sales of dishwashing products, 2012
                                                                        • Finish remains machine dishwashing market leader
                                                                          • Figure 30: Brand shares in value sales of machine dishwashing products, year ending January 2012 and 2013
                                                                        • Persil drives hand dishwashing growth and increases market share
                                                                          • Figure 31: Brand shares in value sales of hand dishwashing products, year ending January 2012 and 2013
                                                                      • Companies and Products

                                                                        • Procter & Gamble
                                                                            • Figure 32: New product launches by Procter & Gamble in the UK dishwashing products market, April 2012-March 2013
                                                                          • Reckitt Benckiser
                                                                              • Figure 33: New product launches by Reckitt Benckiser in the UK dishwashing products market, April 2012-March 2013
                                                                            • PZ Cussons
                                                                                • Figure 34: New product launches by PZ Cussons in the UK dishwashing products market, April 2012-March 2013
                                                                              • McBride
                                                                                • Jeyes
                                                                                  • Ecover
                                                                                      • Figure 35: New product launches by Ecover in the UK dishwashing products market, April 2012-March 2013
                                                                                    • Method
                                                                                    • Brand Research

                                                                                      • Brand map
                                                                                          • Figure 36: Attitudes towards and usage of brands in the dishwashing products sector, January 2013
                                                                                        • Correspondence analysis
                                                                                          • Brand attitudes
                                                                                            • Figure 37: Attitudes by dishwashing products brand, January 2013
                                                                                          • Brand personality
                                                                                            • Figure 38: Dishwashing products brand personality – macro image, January 2013
                                                                                            • Figure 39: Dishwashing products brand personality – micro image, January 2013
                                                                                          • Brand experience
                                                                                            • Figure 40: Dishwashing products brand usage, January 2013
                                                                                            • Figure 41: Satisfaction with various dishwashing products brands, January 2013
                                                                                            • Figure 42: Consideration of dishwashing products brands, January 2013
                                                                                            • Figure 43: Consumer perceptions of current dishwashing products brand performance, January 2013
                                                                                            • Figure 44: Dishwashing products brand recommendation – Net Promoter Score, January 2013
                                                                                          • Brand index
                                                                                            • Figure 45: Dishwashing products brand index, January 2013
                                                                                            • Figure 46: Dishwashing products brand index vs. recommendation, January 2013
                                                                                          • Target group analysis
                                                                                            • Figure 47: Target groups, January 2013
                                                                                            • Figure 48: Dishwashing products brand usage, by target groups, January 2013
                                                                                          • Group One – Conformists
                                                                                            • Group Two – Simply the Best
                                                                                              • Group Three – Shelf Stalkers
                                                                                                • Group Four – Habitual Shoppers
                                                                                                  • Group Five – Individualists
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Consumer desire for competitions and coupons strong
                                                                                                        • Figure 49: Attitudes towards promotions, 2009-12
                                                                                                      • Total advertising spend in decline
                                                                                                        • Figure 50: Main media advertising expenditure on dishwashing detergents, 2009-12
                                                                                                      • P&G responsible for nearly half the market’s advertising spend
                                                                                                        • Figure 51: Main media advertising expenditure on dishwashing detergents, by advertiser, 2009-12
                                                                                                      • Finish Quantum the biggest individual campaign
                                                                                                        • Figure 52: Main media advertising expenditure on dishwashing detergents, by advertiser and brand, 2009-12
                                                                                                      • Reducing focus on TV advertising
                                                                                                        • Figure 53: Main media advertising expenditure on dishwashing detergents, by media type, 2009-12
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Grocery multiples dominate dishwashing sales
                                                                                                          • Figure 54: UK retail value sales of dishwashing products, by outlet type, 2010-12
                                                                                                        • Aldi adverts and Waitrose store expansion boost sales
                                                                                                          • Discount retailers increased high street presence boosts sales
                                                                                                          • Consumer Usage and Purchasing

                                                                                                            • Key points
                                                                                                              • No recovery in usage of dishwasher detergents
                                                                                                                • Figure 55: Trends in usage of dishwashing detergents, 2008-12
                                                                                                              • Dishwasher tablets the most popular product type
                                                                                                                • Figure 56: Trends in usage of dishwasher detergents, by type, 2008-12
                                                                                                                • Figure 57: Trends in types of dishwasher products used, 2010-12
                                                                                                              • Majority use washing-up liquid more than once a day
                                                                                                                • Figure 58: Trends in frequency of using washing-up liquids/detergents, 2008-12
                                                                                                                • Figure 59: Frequency of use of dishwasher detergents, 2010-12
                                                                                                              • Eight in ten people purchase washing-up liquid
                                                                                                                  • Figure 60: Purchasing of dishwashing products for household in the last six months, February 2013
                                                                                                                  • Figure 61: Purchasing of dishwashing products in last six months, by presence of dishwasher in household, February 2013
                                                                                                              • Buying Behaviour

                                                                                                                • Key points
                                                                                                                  • Well-known brands seen as offering value
                                                                                                                    • Figure 62: Ways of getting value for money when buying washing up liquids or dishwasher detergents, February 2013
                                                                                                                    • Figure 63: Brand choice as a way of getting value for money when buying washing-up liquids, by age, February 2013
                                                                                                                  • Widespread stocking up of products on promotion
                                                                                                                      • Figure 64: Usage of special offers, promotions and discount retailers to get value for money when buying dishwasher detergents, by socio-economic group, February 2013
                                                                                                                    • Less attention to individual product attributes
                                                                                                                    • Machine Dishwashing Problems and Interest in Solutions

                                                                                                                      • Key points
                                                                                                                        • Baked-on stains the most common problem
                                                                                                                          • Figure 65: Machine dishwashing problems experienced in last six months, February 2013
                                                                                                                        • Willingness to trade up for added benefits
                                                                                                                          • Figure 66: Interest in solutions to machine dishwashing problems, February 2013
                                                                                                                        • Maintaining the look of crockery, glasses and cutlery
                                                                                                                          • Other issues relating to cleaning and drying of dishes
                                                                                                                          • Washing-Up Patterns

                                                                                                                            • Key points
                                                                                                                              • Two thirds of people wash up at least once a day
                                                                                                                                • Figure 67: Frequency people do washing up by hand, February 2013
                                                                                                                                • Figure 68: Frequency people do washing up by hand, by presence of dishwasher in household, February 2013
                                                                                                                              • Washing up responsibilities not shared evenly
                                                                                                                                • Figure 69: Washing up behaviour, February 2013
                                                                                                                              • Pre-soaking to make washing up easier
                                                                                                                                  • Figure 70: Washing up behaviour, by Frequency of washing up by hand, February 2013
                                                                                                                              • Attitudes Towards Washing Up

                                                                                                                                • Key points
                                                                                                                                  • Killing germs as well as looking clean
                                                                                                                                    • Figure 71: Attitudes towards washing up by hand, February 2013
                                                                                                                                  • Interest in washing up using cold water
                                                                                                                                    • Saving on water and detergent
                                                                                                                                      • Washing-up liquids with natural ingredients appeal
                                                                                                                                        • Promoting added benefits and versatility
                                                                                                                                          • Greater focus on more fragrance options
                                                                                                                                            • Figure 72: Interest in new fragrances and importance of the look of washing-up bottles, by age, February 2013
                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                            • Figure 73: Attitudes towards price, by demographics, 2012
                                                                                                                                            • Figure 74: Ownership and purchasing of dishwashers, by demographics, 2012
                                                                                                                                            • Figure 75: Attitudes towards cooking, by demographics, 2012
                                                                                                                                            • Figure 76: Selected skin conditions suffered from in the last 12 months, by demographics, 2012
                                                                                                                                            • Figure 77: Attitudes towards brands versus own-brands, by demographics, 2012
                                                                                                                                            • Figure 78: Trends in attitudes towards the environment, by demographics, 2012
                                                                                                                                        • Appendix – Who’s Innovating?

                                                                                                                                            • Figure 79: Attitudes towards new products, by demographics, 2012
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 80: Best- and worst-case forecast for UK retail sales of dishwashing products, at current prices, 2012-17
                                                                                                                                        • Appendix – Segment Performance

                                                                                                                                            • Figure 81: Best- and worst-case forecast for UK retail sales of hand dishwashing products, at current prices, 2012-17
                                                                                                                                            • Figure 82: Best- and worst-case forecast for UK sales of hand dishwashing products, 2007-17
                                                                                                                                            • Figure 83: Best- and worst-case forecast for UK retail sales of machine dishwashing products, at current prices, 2012-17
                                                                                                                                            • Figure 84: Best- and worst-case forecast for UK sales of machine dishwashing products, 2007-17
                                                                                                                                        • Appendix – Brand Research

                                                                                                                                            • Figure 85: Brand usage, January 2013
                                                                                                                                            • Figure 86: Brand commitment, January 2013
                                                                                                                                            • Figure 87: Brand momentum, January 2013
                                                                                                                                            • Figure 88: Brand diversity, January 2013
                                                                                                                                            • Figure 89: Brand satisfaction, January 2013
                                                                                                                                            • Figure 90: Brand recommendation, January 2013
                                                                                                                                            • Figure 91: Brand attitude, January 2013
                                                                                                                                            • Figure 92: Brand image – macro image, January 2013
                                                                                                                                            • Figure 93: Brand image – micro image, January 2013
                                                                                                                                            • Figure 94: Profile of target groups, by demographics, January 2013
                                                                                                                                            • Figure 95: Psychographic segmentation, by target groups, January 2013
                                                                                                                                            • Figure 96: Brand usage, by target groups, January 2013
                                                                                                                                          • Brand index
                                                                                                                                            • Figure 97: Brand index, January 2013
                                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                                            • Figure 98: Attitudes towards promotions, by demographics, 2012
                                                                                                                                        • Appendix – Consumer Usage and Purchasing

                                                                                                                                            • Figure 99: Trends in usage of dishwashing detergents, by demographics, 2012
                                                                                                                                            • Figure 100: Frequency of using washing-up liquids/detergents, by demographics, 2012
                                                                                                                                            • Figure 101: Frequency of use of dishwasher detergents, by demographics, 2012
                                                                                                                                            • Figure 102: Purchasing of dishwashing products in last six months, by demographics, February 2013
                                                                                                                                        • Appendix – Buying Behaviour

                                                                                                                                            • Figure 103: Ways of getting value for money when buying washing-up liquids, by demographics, February 2013
                                                                                                                                            • Figure 104: Ways of getting value for money when buying washing-up liquids, by demographics, February 2013 (continued)
                                                                                                                                            • Figure 105: Ways of getting value for money when buying dishwasher detergents, by demographics, February 2013
                                                                                                                                            • Figure 106: Ways of getting value for money when buying dishwasher detergents, by demographics February 2013 (continued)
                                                                                                                                        • Appendix – Dishwasher Problems and Solutions

                                                                                                                                            • Figure 107: Machine dishwashing problems experienced in last six months, by demographics, February 2013
                                                                                                                                            • Figure 108: Machine dishwashing problems experienced in last six months, by demographics (continued), February 2013
                                                                                                                                            • Figure 109: Interest in solutions to prevent dishes still being wet when emptying dishwasher, by demographics, February 2013
                                                                                                                                            • Figure 110: Interest in solutions to prevent residues of powder or tablet in dishwasher at end of cycle, by demographics, February 2013
                                                                                                                                            • Figure 111: Interest in solutions to prevent limescale on dishwasher, by demographics, February 2013
                                                                                                                                            • Figure 112: Interest in solutions to prevent cloudy glassware, by demographics, February 2013
                                                                                                                                            • Figure 113: Interest in solutions to prevent spots, drop marks and smears on glasses, by demographics, February 2013
                                                                                                                                            • Figure 114: Interest in solutions to prevent granular residues being left on dishes, by demographics, February 2013
                                                                                                                                            • Figure 115: Interest in solutions to removes baked-on food stains, by demographics, February 2013
                                                                                                                                            • Figure 116: Interest in solutions to removes tea stains, by demographics, February 2013
                                                                                                                                            • Figure 117: Interest in solutions to prevent faded patterns/decoration on china/glasses, by demographics, February 2013
                                                                                                                                            • Figure 118: Interest in solutions to prevent rusting spots on cutlery, by demographics, February 2013
                                                                                                                                            • Figure 119: Interest in solutions to prevent discolouration of plastics, by demographics, February 2013
                                                                                                                                            • Figure 120: Interest in solutions to prevents water drops being left on plastics, by demographics, February 2013
                                                                                                                                            • Figure 121: Interest in solutions to long-lasting odour neutralisation, by demographics, February 2013
                                                                                                                                            • Figure 122: Machine dishwashing problems experienced in last six months, by purchasing of dishwashing products in last six months, February 2013
                                                                                                                                        • Appendix – Washing-Up Patterns

                                                                                                                                            • Figure 123: Frequency of washing up by hand, by demographics, February 2013
                                                                                                                                            • Figure 124: Washing up behaviour, by demographics, February 2013
                                                                                                                                            • Figure 125: Washing up behaviour, by demographics (continued), February 2013
                                                                                                                                            • Figure 126: Presence of dishwasher in household, February 2013
                                                                                                                                            • Figure 127: Presence of dishwasher in household, by demographics, February 2013
                                                                                                                                        • Appendix – Attitudes Towards Washing Up

                                                                                                                                            • Figure 128: Agreement with the statements ‘It is important that the dishes look spotlessly clean’ and ‘It’s important not to waste too much water when washing up’, by demographics, February 2013
                                                                                                                                            • Figure 129: Agreement with the statements ‘I would use washing-up liquid that worked effectively in cold water’ and ‘Concentrated washing-up liquids offer better value for money’, by demographics, February 2013
                                                                                                                                            • Figure 130: Agreement with the statements ‘I like to try washing-up liquids in new fragrances’ and ‘It is important that washing up kills germs as well makes dishes visibly clean’, by demographics, February 2013
                                                                                                                                            • Figure 131: Agreement with the statements ‘The look of the washing up liquid bottle is important to me’ and ‘I would like a washing-up liquid that works for longer in the water’, by demographics, February 2013
                                                                                                                                            • Figure 132: Agreement with the statements ‘Rinsing dishes is important to get rid of traces of chemicals’ and ‘I would like to see more washing-up liquids with natural ingredients’, by demographics, February 2013
                                                                                                                                            • Figure 133: Agreement with the statements ‘It’s important to have a washing up liquid that’s designed for sensitive skin’ and ‘Washing up liquids are handy to use for cleaning jobs other than washing up’, by demographics, February 2013

                                                                                                                                        Dishwashing Products - UK - April 2013

                                                                                                                                        US $2,648.76 (Excl.Tax)