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Dishwashing Products - UK - May 2014

"As well as encouraging more people to use dishwashers, the other main way of growing the value of the market is through persuading shoppers to trade up to more premium products. In hand dishwashing the best opportunities lie in the continued development of new fragrances and products that bridge the gap between household and personal care, while demonstrating the value of the best cleaning and protection products and how to use your dishwasher can help drive value growth in machine dishwashing."
– Richard Caines, Senior Household Care Analyst

This report looks at the following areas:

  • Driving increased penetration of dishwashers in UK homes
  • Opportunities for brand extension in hand dishwashing
  • Encouraging trading up in washing-up liquids
  • Adding extra value to machine dishwashing market

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market size
              • Figure 1: Best- and worst-case forecast of UK retail value sales of dishwashing products, 2008-18
            • Growth driven by higher average prices
              • Market boosted by sales of dishwasher products
                • Figure 2: Breakdown of retail value sales of dishwashing products, % share by segment, 2013
              • Market factors
                • Higher dishwasher penetration and more households key to growth
                  • Figure 3: Proportion of people with a dishwasher in their household, by household size, February 2014
                • Companies, brands and innovation
                  • Fairy strengthens lead in dishwashing market
                    • Figure 4: Brand shares of value sales of dishwashing products, 2013
                  • Washing-up liquids the majority of new launches
                    • P&G and RB dominate advertising spending
                      • The consumer
                        • Half of dishwashers used on a daily basis
                          • Figure 5: Frequency of using the dishwasher, February 2014
                        • Washing up by hand typically done at least once a day
                          • Figure 6: Frequency of doing the washing up by hand, February 2014
                        • Eight in 10 people are buyers of washing-up liquid
                          • Fragrance the most important attribute
                            • Figure 7: Factors influencing choice of washing-up liquids, February 2014
                          • Non-dishwashing uses for washing-up liquid
                            • Removing tough stains most important for dishwasher detergent
                              • Figure 8: Factors influencing choice of dishwasher detergent, February 2014
                            • Significant barriers to higher penetration of dishwashers
                              • Figure 9: Attitudes towards dishwashing and dishwashers, February 2014
                            • What we think
                            • Issues and Insights

                                • Driving increased penetration of dishwashers in UK homes
                                  • The facts
                                    • The implications
                                      • Opportunities for brand extension in hand dishwashing
                                        • The facts
                                          • The implications
                                            • Encouraging trading up in washing-up liquids
                                              • The facts
                                                • The implications
                                                  • Adding extra value to machine dishwashing market
                                                    • The facts
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Prove It
                                                            • Trend: Life Hacking
                                                              • Trend: Extend My Brand
                                                              • Market Drivers

                                                                • Key points
                                                                  • Growth in number of households
                                                                    • Figure 10: UK households, by size, 2008-18
                                                                  • Dishwasher owners still in a minority
                                                                    • Figure 11: Proportion of people with a dishwasher in their household, February 2014
                                                                    • Figure 12: Proportion of people with a dishwasher in their household, by socio-economic group, February 2014
                                                                    • Figure 13: Proportion of people with a dishwasher in their household, by household size, February 2014
                                                                  • More house moves should help dishwasher sales
                                                                    • Figure 14: Number of residential property transactions completed in the UK*, 2008-13
                                                                  • More people means more meals being eaten at home
                                                                    • Figure 15: Trends in the age structure of the UK population, 2008-18
                                                                  • Improving consumer confidence as recovery strengthens
                                                                    • Figure 16: Trends in how respondents would describe their financial situation, February 2009-March 2014
                                                                    • Figure 17: Trends in consumer sentiment for the coming year, February 2009-March 2014
                                                                  • Eating out or meal choice has limited impact on dishwashing
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Increased focus on dishwasher care
                                                                        • Figure 18: New product launches in the UK dishwashing products market, % by product type, 2010-14
                                                                      • Own-label accounts for more than six in 10 launches
                                                                        • Figure 19: New product launches in the UK dishwashing products market, % share by own-label vs. branded, 2010-14
                                                                        • Figure 20: Examples of own-label product launches in the UK dishwashing products market, 2013 and 2014
                                                                      • P&G leads branded launch activity
                                                                        • Figure 21: New product launches in the UK dishwashing products market, % share by company (top 12 and other), 2013
                                                                        • Figure 22: Examples of branded product launches in the UK dishwashing products market, 2013
                                                                        • Figure 23: Examples of branded product launches in the UK dishwashing products market, 2014
                                                                      • Environmentally friendly claims increase in prominence
                                                                        • Figure 24: New product launches in the UK dishwashing products market, % share by selected claims, 2010-14
                                                                        • Figure 25: Examples of product launches in the UK dishwashing products market making environmentally friendly product claims, 2013
                                                                        • Figure 26: Examples of product launches in the UK dishwashing products market making economy claims, 2013 and 2014
                                                                        • Figure 27: Other examples of product launches in the UK dishwashing products market, 2013 and 2014
                                                                      • Greater focus in 2013 on updating products
                                                                        • Figure 28: New product launches in the UK dishwashing products market, % by launch type, 2010-14
                                                                      • Tablets dominate launch activity in machine dishwashing
                                                                        • Figure 29: New product launches in the UK in automatic dishwashing detergents market, % by format type, 2010-14
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Solid growth in value sales of dishwashing products
                                                                          • Figure 30: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2008-18
                                                                        • The future
                                                                          • Figure 31: Best- and worst-case forecast of UK retail sales of dishwashing products, 2008-18
                                                                        • Forecast methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Little growth in hand dishwashing sales
                                                                              • Figure 32: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2008-18
                                                                              • Figure 33: UK retail sales of hand dishwashing products, by segment, 2012 and 2013
                                                                            • Return to growth for sales of dishwasher products
                                                                              • Figure 34: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2008-18
                                                                              • Figure 35: UK retail sales of dishwasher products, by sector, 2012 and 2013
                                                                          • Market Share

                                                                            • Key points
                                                                              • Fairy has strong lead in dishwashing market
                                                                                • Figure 36: Brand shares of value sales of dishwashing products, 2013
                                                                              • Finish takes over half of machine dishwashing sales
                                                                                • Figure 37: Brand shares in value sales of machine dishwashing products, years ending January 2013 and 2014
                                                                              • Fairy goes from strength to strength in hand dishwashing
                                                                                • Figure 38: Brand shares in value sales of hand dishwashing products, years ending January 2013 and 2014
                                                                            • Companies and Products

                                                                              • Ecover
                                                                                  • Figure 39: Examples of new product launches by Ecover in the dishwashing market, April 2013-March 2014
                                                                                • Jeyes
                                                                                  • McBride
                                                                                      • Figure 40: Examples of new product launches by McBride and McBride/Unilever in the dishwashing market, April 2013-March 2014
                                                                                    • Procter & Gamble
                                                                                        • Figure 41: Examples of new product launches by Procter & Gamble in the dishwashing market, April 2013-March 2014
                                                                                      • Reckitt Benckiser
                                                                                          • Figure 42: Examples of new product launches by Reckitt Benckiser in the dishwashing market, April 2013-March 2014
                                                                                      • Brand Research

                                                                                        • Brand map
                                                                                            • Figure 43: Attitudes towards and usage of brands in the dishwashing products sector, January 2014
                                                                                          • Correspondence analysis
                                                                                            • Brand attitudes
                                                                                              • Figure 44: Attitudes, by dishwashing products brand, January 2014
                                                                                            • Brand personality
                                                                                              • Figure 45: Dishwashing products brand personality – macro image, January 2014
                                                                                              • Figure 46: Dishwashing products brand personality – micro image, January 2014
                                                                                            • Brand experience
                                                                                              • Figure 47: Dishwashing products brand usage, January 2014
                                                                                              • Figure 48: Satisfaction with various dishwashing products brands, January 2014
                                                                                              • Figure 49: Consideration of dishwashing products brands, January 2014
                                                                                              • Figure 50: Consumer perceptions of current dishwashing products brand performance, January 2014
                                                                                            • Brand recommendation
                                                                                              • Figure 51: Recommendation of selected dishwashing products brands, January 2014
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Increase in 2013 advertising spending
                                                                                                • Figure 52: Main media advertising expenditure on dishwashing detergents, 2010-14
                                                                                              • P&G increases share of total advertising
                                                                                                • Figure 53: Main media advertising expenditure on dishwashing products, by advertiser, 2010-13
                                                                                              • Fairy Platinum the biggest campaign
                                                                                                • Figure 54: Main media advertising expenditure on dishwashing products, by advertiser and brand, 2010-13
                                                                                              • TV advertising dominates spending
                                                                                                • Figure 55: Main media advertising expenditure on dishwashing products, by media type, 2010-14
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Grocery multiples dominate distribution
                                                                                                  • Figure 56: UK retail value sales of dishwashing products, by outlet type, 2011-13
                                                                                                • Competition from non-food discounters
                                                                                                • The Consumer – Frequency of Dishwashing

                                                                                                  • Key points
                                                                                                    • Using dishwashers once a day most common
                                                                                                      • Figure 57: Frequency of using the dishwasher, February 2014
                                                                                                    • Older bias to infrequent users
                                                                                                      • Washing up a daily chore for seven in 10 people
                                                                                                        • Figure 58: Frequency of doing the washing up by hand, February 2014
                                                                                                      • More than half of dishwasher owners wash up by hand daily
                                                                                                        • Figure 59: Frequency of doing the washing up by hand, by proportion of households with a dishwasher, February 2014
                                                                                                    • The Consumer – Purchasing of Dishwashing Products

                                                                                                      • Key points
                                                                                                        • Eight out of 10 people buy washing-up liquid
                                                                                                          • Figure 60: Purchasing of dishwashing products, February 2014
                                                                                                        • Frequent dishwasher users more likely to buy ancillary products
                                                                                                          • Figure 61: Purchasing of dishwashing products, by frequency of using the dishwasher, February 2014
                                                                                                          • Figure 62: Purchasing of dishwashing products, by frequency of doing the washing up by hand, February 2014
                                                                                                      • The Consumer – Factors Influencing Choice of Washing-up Liquid

                                                                                                        • Key points
                                                                                                          • Fragrances give added differentiation
                                                                                                            • Figure 63: Factors influencing choice of washing-up liquids, February 2014
                                                                                                            • Figure 64: Importance of a pleasant fragrance when choosing what washing-up liquid to buy, by gender and age, February 2014
                                                                                                          • Segmentation caters for variety of needs
                                                                                                            • Figure 65: Importance of antibacterial formulae and skin-friendly properties when choosing what washing-up liquid to buy, by gender and age, February 2014
                                                                                                          • Environmental considerations a low priority
                                                                                                          • The Consumer – Uses for Washing-up Liquid

                                                                                                            • Key points
                                                                                                              • A replacement for hand soap to remove dirt or germs
                                                                                                                • Figure 66: Uses for washing-up liquid over the last three months, February 2014
                                                                                                                • Figure 67: Usage of washing-up liquid as a hand soap in the last three months, by age, February 2014
                                                                                                              • Substitution from hard surface cleaners occurring
                                                                                                                • A number of other uses for washing-up liquid
                                                                                                                  • Seven in 10 buyers use for jobs other than washing up
                                                                                                                    • Figure 68: Number of other uses than washing up dishes/pans for washing-up liquid in the last three months, February 2014
                                                                                                                • The Consumer – Factors Influencing Choice of Dishwasher Detergent

                                                                                                                  • Key points
                                                                                                                    • Cleaning power most important in machine dishwashing
                                                                                                                      • Figure 69: Factors influencing choice of dishwasher detergent, February 2014
                                                                                                                    • Putting value on the convenience of all-in-one products
                                                                                                                        • Figure 70: Those looking for protection from automatic dishwasher detergents, by age, February 2014
                                                                                                                      • Looking for performance on shorter cycles
                                                                                                                        • Eliminating odours more important than being fragranced
                                                                                                                          • Extra shine important for glassware
                                                                                                                          • The Consumer – Attitudes towards Dishwashing and Dishwashers

                                                                                                                            • Key points
                                                                                                                              • Overcoming some of the barriers to ownership
                                                                                                                                • Figure 71: Attitudes towards dishwashing and dishwashers, February 2014
                                                                                                                              • Dishwashers as a luxury people cannot afford to be without
                                                                                                                                  • Figure 72: Attitudes towards having a dishwasher, by those with and without dishwashers, February 2014
                                                                                                                                • Baked-on stains still a problem for dishwasher users
                                                                                                                                    • Figure 73: Attitudes towards hand and machine dishwashing, by those with and without dishwashers, February 2014
                                                                                                                                • Appendix – Market Drivers

                                                                                                                                    • Figure 74: Proportion of households with a dishwasher, February 2014
                                                                                                                                    • Figure 75: Proportion of households with a dishwasher, by demographics, February 2014
                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                    • Figure 76: New own-label product launches in the UK dishwashing products market, % by product type, 2013-14
                                                                                                                                    • Figure 77: New product launches in the UK hand dishwashing market, by fragrance group, 2013-14
                                                                                                                                    • Figure 78: New product launches in the UK hand dishwashing market, by top 10 claims, 2013-14
                                                                                                                                    • Figure 79: New product launches in the UK automatic dishwashing detergents market, by top 10 claims, 2013-14
                                                                                                                                    • Figure 80: New product launches in the UK automatic dishwashing detergents market, by fragrance, 2013-14
                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                    • Figure 81: Best- and worst-case forecast for UK retail value sales of dishwashing products, 2013-18
                                                                                                                                • Appendix – Segment Performance

                                                                                                                                    • Figure 82: Best- and worst-case forecast of UK retail value sales of hand dishwashing products, 2008-18
                                                                                                                                    • Figure 83: Best- and worst-case forecast for UK retail value sales of hand dishwashing products, 2013-18
                                                                                                                                    • Figure 84: Best- and worst-case forecast of UK retail value sales of machine dishwashing products, 2008-18
                                                                                                                                    • Figure 85: Best- and worst-case forecast for UK retail value sales of machine dishwashing products, 2013-18
                                                                                                                                • Appendix – Brand Research

                                                                                                                                    • Figure 86: Brand usage, January 2014
                                                                                                                                    • Figure 87: Brand commitment, January 2014
                                                                                                                                    • Figure 88: Brand commitment, January 2014
                                                                                                                                    • Figure 89: Brand diversity, January 2014
                                                                                                                                    • Figure 90: Brand satisfaction, January 2014
                                                                                                                                    • Figure 91: Brand recommendation, January 2014
                                                                                                                                    • Figure 92: Brand attitude, January 2014
                                                                                                                                    • Figure 93: Brand image – macro image, January 2014
                                                                                                                                    • Figure 94: Brand image – micro image, January 2014
                                                                                                                                • Appendix – The Consumer – Frequency of Dishwashing

                                                                                                                                    • Figure 95: Frequency of using the dishwasher, February 2014
                                                                                                                                    • Figure 96: Frequency of using the dishwasher, by demographics, February 2014
                                                                                                                                    • Figure 97: Frequency of doing the washing up by hand, February 2014
                                                                                                                                    • Figure 98: Frequency of doing the washing up by hand, by demographics, February 2014
                                                                                                                                • Appendix – The Consumer – Purchasing of Dishwashing Products

                                                                                                                                    • Figure 99: Purchasing of dishwashing products, February 2014
                                                                                                                                    • Figure 100: Purchasing of dishwashing products, by demographics, February 2014
                                                                                                                                    • Figure 101: Purchasing of dishwashing products, by demographics, February 2014 (continued)
                                                                                                                                • Appendix – The Consumer – Factors Influencing Choice of Washing-up Liquid

                                                                                                                                    • Figure 102: Factors influencing choice of washing-up liquids, February 2014
                                                                                                                                    • Figure 103: Factors influencing choice of washing-up liquids, by demographics, February 2014
                                                                                                                                    • Figure 104: Factors influencing choice of washing-up liquids, by demographics, February 2014 (continued)
                                                                                                                                    • Figure 105: Factors influencing choice of washing-up liquids, by frequency of doing the washing up by hand, February 2014
                                                                                                                                • Appendix – The Consumer – Uses for Washing-up Liquid

                                                                                                                                    • Figure 106: Uses for washing-up liquid over the last three months, February 2014
                                                                                                                                    • Figure 107: Uses for washing-up liquid over the last three months, by demographics, February 2014
                                                                                                                                    • Figure 108: Uses for washing-up liquid over the last three months, by demographics, February 2014 (continued)
                                                                                                                                  • Repertoire analysis
                                                                                                                                    • Figure 109: Repertoire of uses for washing-up liquid over the last three months, by demographics, February 2014
                                                                                                                                    • Figure 110: Uses for washing-up liquid over the last three months, by repertoire of uses for washing-up liquid over the last three months, February 2014
                                                                                                                                • Appendix – The Consumer – Factors Influencing Choice of Dishwasher Detergent

                                                                                                                                    • Figure 111: Factors influencing choice of dishwasher detergent, February 2014
                                                                                                                                    • Figure 112: Factors influencing choice of dishwasher detergent, by demographics, February 2014
                                                                                                                                    • Figure 113: Factors influencing choice of dishwasher detergent, by demographics, February 2014 (continued)
                                                                                                                                    • Figure 114: Factors influencing choice of dishwasher detergent, by frequency of using the dishwasher, February 2014
                                                                                                                                • Appendix – The Consumer – Attitudes towards Dishwashing and Dishwashers

                                                                                                                                    • Figure 115: Attitudes towards dishwashing and dishwashers, February 2014
                                                                                                                                    • Figure 116: Attitudes towards dishwashing and dishwashers, by demographics, February 2014
                                                                                                                                    • Figure 117: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
                                                                                                                                    • Figure 118: Attitudes towards dishwashing and dishwashers, by demographics, February 2014 (continued)
                                                                                                                                    • Figure 119: Attitudes towards dishwashing and dishwashers, by proportion of households with a dishwasher, February 2014
                                                                                                                                    • Figure 120: Attitudes towards dishwashing and dishwashers, by frequency of using the dishwasher, February 2014

                                                                                                                                Companies Covered

                                                                                                                                • Beko UK Ltd
                                                                                                                                • Ecover UK
                                                                                                                                • Facebook, Inc.
                                                                                                                                • Good Housekeeping
                                                                                                                                • Jeyes UK
                                                                                                                                • McBride PLC
                                                                                                                                • Olay Company, Inc.
                                                                                                                                • OzKleen
                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                • Reckitt Benckiser (UK)
                                                                                                                                • Surcare
                                                                                                                                • Unilever Plc

                                                                                                                                Dishwashing Products - UK - May 2014

                                                                                                                                US $2,570.96 (Excl.Tax)