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 - June 2016

"The dishwashing category is in decline, with value sales impacted by the increasing influence of discounters and discount grocers, larger economy packs and the continuing development of all-in-one detergents. True innovation has continued to slow, suggesting that there is space for brands to reignite the category through development of brand new products and a focus on fragrance innovation."

Richard Hopping, Brand and Household Analyst

This report covers the following areas:

  • Denting the dominance of Finish and Fairy
  • Encouraging more frequent dishwasher usage
  • Adding tangible benefits to washing-up liquids

Leading brands Fairy and Finish were particularly active in 2015, boosting overall category NPD and advertising spend. However, the category could benefit from increased competition from challenger brands to keep consumers engaged, such as by offering greater focus on fragrance innovation in both machine- and hand dishwashing segments.

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. Overview

    • What you need to know
      • Products covered in this report
        • Hand-dishwashing detergents
          • Dishwasher detergents
            • Excluded
            • Executive Summary

                • Pattern of decline set to continue, but market conditions may halt rate
                  • Figure 1: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
                • Total NPD increases on 2014
                  • Figure 2: New product development in the dishwashing products category, by sub-category, January 2012 – April 2016
                • Total adspend increases
                  • Figure 3: Total above-the line, online display and direct mail advertising expenditure on dishwashing products, January 2012- April 2016
                • Washing-up liquid used by majority of consumers
                  • Figure 4: Usage of dishwashing products, February 2016
                • Most dishwasher owners put most items in the dishwasher
                  • Figure 5: Kitchen items put in the dishwasher, February 2016
                • All-in-one detergents good enough for most
                  • Figure 6: Attitudes towards specialised dishwasher products and all-in-one detergents, February 2016
                • Bias towards brands in hand dishwashing
                  • Figure 7: Attitudes towards branded and own-label washing-up liquids, February 2016
                • Citrus fragrances favoured
                  • Figure 8: Washing-up liquid fragrance preferences (any rank), February 2016
                • What we think
                • Issues and Insights

                  • Denting the dominance of Finish and Fairy
                    • The facts
                      • The implications
                        • Encouraging more frequent dishwasher usage
                          • The facts
                            • The implications
                              • Adding tangible benefits to washing-up liquids
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Dishwashing category in decline
                                      • Sales of machine dishwashing products fall at slower rate
                                        • Dishwasher fresheners and rinse aids outperform the market
                                          • Discounters increase their share of sales
                                            • Mixed conditions for future dishwasher take-up
                                            • Market Size and Forecast

                                              • Dishwashing products category in decline
                                                • Figure 9: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
                                              • Pattern set to continue, but market conditions may halt rate of decline
                                                • Figure 10: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
                                              • Forecast methodology
                                              • Segment Performance

                                                • Hand dishwashing segment experiences steeper decline
                                                  • Figure 11: UK retail sales of dishwashing products, by segment, 2014-15
                                                • Tablets maintain dominance over powders and liquids
                                                  • Figure 12: UK retail sales of dishwasher products, by sector, 2014-15
                                                • Rinse aids and fresheners experience sales growth in 2015
                                                • Channels to Market

                                                  • Shopping for household products done alongside groceries
                                                    • Figure 13: UK retail value sales of dishwashing products, by outlet type, 2013-15
                                                  • The growing impact of discount stores
                                                  • Market Drivers

                                                    • Projected population increase suggests more need for dishwashing products
                                                      • Figure 14: Trends in the age structure of the UK population, 2010-20
                                                    • Dishwasher ownership heavily impacts the market
                                                      • Figure 15: Dishwasher ownership, February 2016
                                                    • Decreasing household size puts pressure on dishwasher take-up
                                                      • Figure 16: UK households, by size, 2010-20
                                                      • Figure 17: Dishwasher ownership, by number of people in the household, February 2016
                                                    • Improving economy provides opportunities
                                                      • Figure 18: Consumer description of their financial situation, February 2009 – April 2016
                                                    • Renters less likely to own a dishwasher
                                                      • Figure 19: Proportion of dwelling stock by tenure, 2003 – 2014
                                                      • Figure 20: Ownership of dishwashers, by housing situation, February 2016
                                                    • Water meters could encourage more confidence in dishwasher usage
                                                      • Figure 21: Dishwasher ownership, by household income, February 2016
                                                    • Washing up seen as something of a chore by many
                                                      • Figure 22: Agreement and disagreement with the statement “Cooking from scratch produces too much washing up”, February 2016
                                                    • CLP regulation deadline imminent
                                                    • Companies and Brands – What You Need to Know

                                                      • Fairy and Finish dominate the market
                                                        • Mixed fortunes for own-label
                                                          • NPD during 2015 increases
                                                            • True innovation fell
                                                              • Total adspend increases
                                                              • Market Share

                                                                • Two brands responsible for majority of value sales
                                                                  • Figure 23: Brand shares of value sales of dishwashing products, year to February 2016
                                                                • Finish remains dominant while own-label increases share
                                                                  • Figure 24: Brand shares in value sales of machine dishwashing products, years ending February 2015 and 2016
                                                                • Fairy increases share of hand-dishwashing segment
                                                                  • Figure 25: Brand shares in value sales of hand-dishwashing products, years ending February 2015 and 2016
                                                                • Own-label experiences decline
                                                                  • Smaller brands increasing value sales
                                                                  • Launch Activity and Innovation

                                                                    • Total NPD increases on 2014
                                                                      • Figure 26: New product development in the dishwashing products category, by sub-category, January 2012 – April 2016
                                                                    • Dishwasher care segment increases its share of NPD
                                                                      • Figure 27: Example of own-label dishwasher care product launches, 2015-16
                                                                    • Highest proportion of NPD revolves around new packaging
                                                                      • Figure 28: New product development in the dishwashing products category, by launch type, January 2012- April 2016
                                                                    • Brands fight back
                                                                      • Figure 29: New product development in the dishwashing products category, own-label vs branded, January 2012–April 2016
                                                                      • Figure 30: Examples of own-label product launches in the dishwashing category, 2015-16
                                                                    • RB and P&G dominate category in terms of NPD too
                                                                      • Figure 31: New product development in the dishwashing products category, by top ultimate parent company and other, 2015
                                                                    • High proportion of ethical claims to meet regulations
                                                                      • Figure 32: Leading claims in the dishwashing products category, based on top 10 for 2015, 2014-15
                                                                    • Increasing in odour neutralising claims reflects growth of dishwasher fresheners
                                                                      • Figure 33: Examples of dishwashing product launches with odour neutralising claims, 2015
                                                                    • Lemon and citrus fragrances continue to prosper
                                                                      • Figure 34: Leading fragrances in the dishwashing products category, based on top fragrances for 2015, 2014-15
                                                                      • Figure 35: Examples of different fragrance product launches in the hand dishwashing sub-category, 2015-16
                                                                  • Brand Communication and Promotion

                                                                    • Total adspend increases
                                                                      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on dishwashing products, January 2012- April 2016
                                                                    • Major manufacturers increase spend in response to sales pressure
                                                                      • Figure 37: Total above-the line, online display and direct mail advertising expenditure on dishwashing products, by main advertisers in 2015, 2012-15
                                                                    • Finish highlights dishwasher cleanliness
                                                                      • Figure 38: Total above-the line, online display and direct mail advertising expenditure on dishwashing products, by segment, 2012-15
                                                                    • TV continues to dominate adspend, while press share falls
                                                                      • Figure 39: Total above-the line, online display and direct mail advertising expenditure on dishwashing products, by media type, January 2012-April 2016
                                                                    • Ecover uses limited edition bottles to promote ethics
                                                                      • Method joins forces with Deliciously Ella to promote natural ingredients
                                                                        • Nielsen Ad Intel coverage
                                                                        • Brand Research

                                                                            • Brand map
                                                                              • Figure 40: Attitudes towards and usage of selected brands, February 2016
                                                                            • Key brand metrics
                                                                              • Figure 41: Key metrics for selected brands, February 2016
                                                                            • Fairy combines generation of confidence with trust and perceptions of value
                                                                              • Figure 42: Attitudes, by brand, February 2016
                                                                            • Ecover noted for ethics
                                                                              • Figure 43: Brand personality – macro image, February 2016
                                                                            • Finish seen as a high-performance, expert brand
                                                                              • Figure 44: Brand personality – micro image, February 2016
                                                                            • Brand analysis
                                                                              • Fairy’s high usage matched by strong brand image
                                                                                • Figure 45: User profile of Fairy, February 2016
                                                                              • Finish noted for high-performance
                                                                                • Figure 46: User profile of Finish, February 2016
                                                                              • Persil’s background in laundry creates image of family and reliability
                                                                                • Figure 47: User profile of Persil, February 2016
                                                                              • Ecover likely to gain usage from environmentally-conscious customers
                                                                                • Figure 48: User profile of Ecover, February 2016
                                                                              • Method’s low awareness and engagement impacts upon brand image
                                                                                • Figure 49: User profile of Method, February 2016
                                                                            • The Consumer – What You Need to Know

                                                                              • Few rely solely on their dishwasher
                                                                                • Purchase lower than usage
                                                                                  • Reluctance to put some items in the dishwasher
                                                                                    • All-in-one detergents seen as just as effective as specialised dishwasher by 46%
                                                                                      • Branded washing-up liquids hold more sway than dishwasher detergents
                                                                                        • Traditional fragrances favoured but scope for deeper exploration
                                                                                        • Usage of Dishwashing Products

                                                                                          • Majority of dishwasher owners use washing-up liquid
                                                                                            • Figure 50: Usage of washing-up liquid in the last six months, by ownership of dishwasher, February 2016
                                                                                          • Tablets and capsules the preferred format for dishwasher owners
                                                                                            • Figure 51: Usage of dishwasher detergent formats in the last six months among dishwasher owners, February 2016
                                                                                          • Fewer than half of dishwasher owners use additives
                                                                                            • Figure 52: Usage of dishwasher additives in the last six months among dishwasher owners, February 2016
                                                                                            • Figure 53: Repertoire of product usage among dishwasher owners, February 2016
                                                                                        • Purchasing of Dishwashing Products

                                                                                          • Purchasing lower than usage
                                                                                            • Figure 54: Purchase of dishwashing products in the last six months by dishwasher owners, February 2016
                                                                                          • Older groups more likely to have bought washing-up liquids in last six months
                                                                                            • Figure 55: Purchase of washing-up liquid in the last six months among those without a dishwasher in the home, by gender and age, February 2016
                                                                                        • Items Put in the Dishwasher

                                                                                          • Most dishwasher owners put most items in the dishwasher
                                                                                            • Figure 56: Kitchen items put in the dishwasher, February 2016
                                                                                          • Pet owners split on whether to put food bowls in
                                                                                            • Wooden and non-stick items more likely to be washed by hand
                                                                                              • Consumers may need more evidence of suitability for the dishwasher
                                                                                                • Figure 57: Repertoire of kitchen items put in the dishwasher, February 2016
                                                                                              • Time-pressed parents concerned with convenience
                                                                                                • Opportunity for detergent brands to guide the less confident
                                                                                                  • Figure 58: Agreement with “I would find it helpful if dishwasher detergent brands advised which kitchen items are suitable to load in the dishwasher”, by repertoire of kitchen items put in the dishwasher, February 2016
                                                                                              • Attitudes and Behaviours towards Machine Dishwashing

                                                                                                • All-in-one good enough for most
                                                                                                  • Figure 59: Attitudes towards specialised dishwasher products and all-in-one detergents, February 2016
                                                                                                • Machine dishwashing brands favoured, but less so than washing-up liquid brands
                                                                                                  • Figure 60: Attitudes towards branded and own-label dishwasher products, February 2016
                                                                                                • Perception that energy-efficient cycles come at the detriment of efficacy
                                                                                                  • Figure 61: Attitudes towards efficacy of energy efficient dishwasher cycles, February 2016
                                                                                                • Difficulty in encouraging energy efficiency
                                                                                                  • Figure 62: Attitudes and behaviours towards machine dishwashing, February 2016
                                                                                                • Lower concern over harmful labelling than within washing-up liquid
                                                                                                  • Scope for dishwasher detergents to guide
                                                                                                  • Attitudes and Behaviours towards Washing-up Liquid

                                                                                                    • Population split over experimentation and sticking to the same scent
                                                                                                      • Figure 63: Attitudes towards washing-up liquid fragrances, February 2016
                                                                                                    • Stronger bias towards branded washing-up liquids
                                                                                                      • Figure 64: Attitudes towards branded and own-label washing-up liquids, February 2016
                                                                                                    • Efficacy is key for most
                                                                                                      • Figure 65: Attitudes towards effectiveness v gentleness in washing-up liquid, February 2016
                                                                                                    • Desire for efficacy may help limit impact of labelling changes
                                                                                                      • Figure 66: Attitudes towards buying washing-up liquid, February 2016
                                                                                                    • Significant interest in saving water and space
                                                                                                    • Fragrance Preferences

                                                                                                      • Citrus fragrances favoured
                                                                                                        • Figure 67: Washing-up liquid fragrance preferences, February 2016
                                                                                                      • Scope for more unusual fragrances
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Forecast methodology

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Dishwashing Products - UK - June 2016

                                                                                                            £1,995.00 (Excl.Tax)