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Dishwashing Products - UK - May 2015

“In hand dishwashing, the development of more powerful washing-up liquids that remove the need for excessive scrubbing or the soaking of dishes and pans overnight can help to add value to the market, while multipurpose ‘kitchen and dish’ and ‘hand and dish’ products can help to increase product usage."

Richard Caines, Senior Household Care Analyst

This report covers the following issues:

  •     Using NPD and marketing to add value to the hand dishwashing market
  •     Moving into new areas to boost volume sales of washing-up liquid
  •     Opportunities for increasing sales of machine dishwashing products
  •     Concerns about chemicals and environmental factors

Sales of dishwashing products remained virtually unchanged from 2013, with the machine dishwashing sector providing a boost to spending through higher average transaction values, in contrast to falling sales of hand-dishwashing products that were hit by falling volumes and price competition between retailers.

Growth in value sales of hand-dishwashing products will come through increases in household numbers and the development of added-value products to cater for the key factors important to buyers of washing-up liquid. By contrast, brands in dishwasher products have an opportunity to add value not only through new product formulations and additives, but also through attracting new dishwasher users.

This report examines the UK market for dishwashing products, including washing-up liquids, dishwasher detergents and additives, looking at consumer purchasing, factors influencing choice, interest in product features and benefits, and behaviour and attitudes most likely to influence product development and marketing going forward.

 

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Table of contents

  1. Introduction

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

                  • Market size
                    • Figure 1: Best- and worst-case forecast of UK retail value sales of dishwashing products, 2009-19
                  • Flat sales of dishwashing products
                    • Growth in sales of dishwasher additives
                      • Figure 2: Breakdown of retail value sales of dishwashing products, 2013 and 2014
                    • Market factors
                      • Still room to increase ownership of dishwashers
                        • Figure 3: Proportion of people with a dishwasher in their household, by household size, March 2015
                      • Companies, brands and innovation
                        • Big two brands account for three quarters of sales
                          • Figure 4: Brand shares of value sales of dishwashing products, 2015
                        • Shift towards repackaging of existing products
                          • Dip in advertising spending
                            • The consumer
                              • Nine in 10 people buy dishwashing products
                                • Figure 5: Purchasing of dishwashing products in the last six months, March 2015
                              • Grease-cutting power most important
                                • Figure 6: Factors influencing choice of washing-up liquids, March 2015
                                • Figure 7: Factors influencing choice of dishwasher detergent, March 2015
                              • Washing-up liquid not just for dishes
                                • Figure 8: Hand dishwashing behaviour and usage of and attitudes towards washing-up liquid, March 2015
                              • Effectiveness in shorter cleaning cycles
                                • Figure 9: Interest in and willingness to pay more for features and benefits of dishwashing products, March 2015
                              • Most people rinse dishes before putting them in dishwasher
                                • Figure 10: Machine dishwashing behaviour and usage of and attitudes towards the dishwasher and detergents, March 2015
                              • What we think
                              • Issues and Insights

                                  • Using NPD and marketing to add value to the hand dishwashing market
                                    • The facts
                                      • The implications
                                        • Moving into new areas to boost volume sales of washing-up liquid
                                          • The facts
                                            • The implications
                                              • Opportunities for increasing sales of machine dishwashing products
                                                • The facts
                                                  • The implications
                                                    • Concerns about chemicals and environmental factors
                                                      • The facts
                                                        • The implications
                                                        • Trend Application

                                                            • Trend: FSTR HYPR
                                                              • Trend: Many Mes
                                                                • Trend: Green and Lean
                                                                • Market Drivers

                                                                  • Key points
                                                                    • More homes a boost to the market
                                                                      • Figure 11: UK households, by size, 2009-19
                                                                      • Figure 12: Number of residential property transactions completed in the UK*, 2009-14
                                                                    • Less than half of people have a dishwasher
                                                                      • Figure 13: Proportion of people with a dishwasher in their household, March 2015
                                                                      • Figure 14: Proportion of people with a dishwasher in their household, by socio-economic group, March 2015
                                                                      • Figure 15: Proportion of people with a dishwasher in their household, by household size, March 2015
                                                                    • Population growth means more dishes to wash
                                                                      • Figure 16: Trends in the age structure of the UK population, 2009-19
                                                                    • Returning consumer confidence can boost sales
                                                                      • Figure 17: Trends in how respondents would describe their financial situation, February 2009-March 2015
                                                                      • Figure 18: Trends in current financial situation compared with a year ago, March 2012-March 2015
                                                                    • Washing-up liquid not just for dishes
                                                                      • Figure 19: Usage of cloth and soapy water for different cleaning tasks in the kitchen, December 2014
                                                                    • Home entertaining means more washing up
                                                                      • Figure 20: Incidence of different forms of entertaining at home, by any of this type of entertaining, August 2014
                                                                    • Phosphate ban in auto dishwashing from 2017
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Hand dishwashing sees the most launches
                                                                          • Figure 21: New product launches in the UK dishwashing products market, % by product type, 2011-15
                                                                        • Decline in amount of innovation in dishwashing market
                                                                          • Figure 22: New product launches in the UK dishwashing products market, % by launch type, 2011-15
                                                                        • Branded products see increase in 2014 launch activity
                                                                          • Figure 23: New product launches in the UK dishwashing products market, % share by own-label vs. branded, 2011-15
                                                                          • Figure 24: Examples of own-label launches in the UK dishwashing products market, 2014 and 2015
                                                                        • Big two manufacturers lead NPD activity
                                                                          • Figure 25: New product launches in the UK dishwashing products market, % share by company (top 12 and other), 2014
                                                                          • Figure 26: Examples of branded launches in the UK dishwashing products market, 2014 and 2015
                                                                        • Strong focus on environmentally friendly product claims
                                                                          • Figure 27: New product launches in the UK dishwashing products market, % share by selected claims (based on 2014 share), 2011-15
                                                                          • Figure 28: Examples of launches in the UK dishwashing products market making environmentally friendly product claims, 2015
                                                                          • Figure 29: Other examples of launches in the UK dishwashing products market, 2014 and 2015
                                                                        • Capsules and tablets dominate market
                                                                          • Figure 30: New product launches in the UK in automatic dishwashing detergents market, % share by format type, 2011-15
                                                                          • Figure 31: Examples of launches of automatic dishwasher detergents in the UK dishwashing products market, 2014 and 2015
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Flat overall market for dishwashing products
                                                                            • Figure 32: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2009-19
                                                                          • The future
                                                                            • Figure 33: Best- and worst-case forecast of UK retail sales of dishwashing products, 2009-19
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Slump in sales of hand-dishwashing products
                                                                                • Figure 34: UK retail value sales and forecast of hand-dishwashing products, at current and constant prices, 2009-19
                                                                                • Figure 35: UK retail sales of hand-dishwashing products, by segment, 2013 and 2014
                                                                              • Machine dishwashing sales benefit from economic recovery
                                                                                • Figure 36: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2009-19
                                                                                • Figure 37: UK retail sales of dishwasher products, by sector, 2013 and 2014
                                                                            • Market Share

                                                                              • Key points
                                                                                • Big two brands dominate dishwashing sales
                                                                                  • Figure 38: Brand shares of value sales of dishwashing products, 2015
                                                                                • Strong performance for own-label in machine dishwashing
                                                                                  • Figure 39: Brand shares in value sales of machine dishwashing products, years ending March 2014 and 2015
                                                                                • Fairy extends lead in hand dishwashing
                                                                                  • Figure 40: Brand shares in value sales of hand-dishwashing products, years ending March 2014 and 2015
                                                                              • Companies and Products

                                                                                • Ecover
                                                                                  • Background and structure
                                                                                    • Product range and innovation
                                                                                        • Figure 41: Examples of new product launches by Ecover in the dishwashing products market, April 2014-March 2015
                                                                                      • Marketing and advertising
                                                                                        • Jeyes
                                                                                          • Background and structure
                                                                                            • Product range and innovation
                                                                                              • Marketing and advertising
                                                                                                • McBride
                                                                                                  • Background and structure
                                                                                                    • Product range and innovation
                                                                                                        • Figure 42: Examples of new product launches by McBride and McBride/Unilever in the dishwashing products market, April 2014-March 2015
                                                                                                      • Procter & Gamble
                                                                                                        • Background and structure
                                                                                                          • Product range and innovation
                                                                                                              • Figure 43: Examples of new product launches by Procter & Gamble in the dishwashing products market, April 2014-March 2015
                                                                                                              • Figure 44: Examples of new product launches by Procter & Gamble in the dishwashing products market, April 2014-March 2015 (continued)
                                                                                                            • Marketing and advertising
                                                                                                              • Reckitt Benckiser
                                                                                                                • Background and structure
                                                                                                                  • Product range and innovation
                                                                                                                      • Figure 45: Examples of new product launches by Reckitt Benckiser in the dishwashing products market, April 2014-March 2015
                                                                                                                      • Figure 46: Examples of new product launches by Reckitt Benckiser in the dishwashing products market, April 2014-March 2015 (continued)
                                                                                                                    • Marketing and advertising
                                                                                                                    • Brand Research

                                                                                                                      • Key points
                                                                                                                        • Brand map
                                                                                                                          • Figure 47: Attitudes towards and usage of selected brands, March 2015
                                                                                                                        • Key brand metrics
                                                                                                                          • Figure 48: Key metrics for selected brands, March 2015
                                                                                                                        • Brand attitudes: Fairy and Persil enjoy similar brand image
                                                                                                                          • Figure 49: Attitudes, by brand, March 2015
                                                                                                                        • Brand personality: Ecover’s ethical brand image provides point of difference
                                                                                                                          • Figure 50: Brand personality – Macro image, March 2015
                                                                                                                        • Finish noted for high performance
                                                                                                                          • Figure 51: Brand personality – Micro image, March 2015
                                                                                                                        • Brand analysis
                                                                                                                          • Fairy enjoys advantage across different metrics
                                                                                                                            • Figure 52: User profile of Fairy, March 2015
                                                                                                                          • Finish has powerful brand image
                                                                                                                            • Figure 53: User profile of Finish, March 2015
                                                                                                                          • Persil has similar image to Fairy but lacks same performance-related scores
                                                                                                                            • Figure 54: User profile of Persil, March 2015
                                                                                                                          • Ecover has notable point of difference
                                                                                                                            • Figure 55: User profile of Ecover, March 2015
                                                                                                                          • Method lacks awareness to build strong overall brand image
                                                                                                                            • Figure 56: User profile of Method, March 2015
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Dip in total advertising spending on dishwashing detergents
                                                                                                                              • Figure 57: Main media advertising expenditure on dishwashing detergents, 2011-15
                                                                                                                            • RB biggest spender on advertising in 2014
                                                                                                                              • Figure 58: Main media advertising expenditure on dishwashing products, by advertiser, 2011-14
                                                                                                                            • Finish Power & Pure the biggest new campaign
                                                                                                                              • Figure 59: Main media advertising expenditure on dishwashing products, by advertiser and brand, 2011-14
                                                                                                                            • TV advertising dominates
                                                                                                                              • Figure 60: Main media advertising expenditure on dishwashing products, by media type, 2011-14
                                                                                                                          • Channels to Market

                                                                                                                            • Key points
                                                                                                                              • Grocery multiples the top choice for dishwashing products
                                                                                                                                • Figure 61: UK retail value sales of dishwashing products, by outlet type, 2012-14
                                                                                                                              • Growth in number of discount and bargain stores
                                                                                                                              • The Consumer – Purchasing of Dishwashing Products

                                                                                                                                • Key points
                                                                                                                                  • Washing-up liquid being purchased less frequently
                                                                                                                                    • Figure 62: Purchasing of different types of dishwashing products in the last six months, March 2015
                                                                                                                                    • Figure 63: Purchasing of dishwashing products in the last six months, by those with a dishwasher in their household, March 2015
                                                                                                                                  • Increase in purchasing of dishwasher additives
                                                                                                                                    • Figure 64: Purchasing of automatic dishwashing products in the last six months, by those with a dishwasher in their household, February 2014 and March 2015
                                                                                                                                • The Consumer – Factors Influencing Choice

                                                                                                                                  • Key points
                                                                                                                                    • Power to cut through grease most important
                                                                                                                                      • Figure 65: Factors influencing choice of washing-up liquids, March 2015
                                                                                                                                      • Figure 66: Importance of power to remove baked-on food residues and grease-cutting power when choosing washing-up liquid, by socio-economic group, March 2015
                                                                                                                                    • A choice of fragrances increases product appeal
                                                                                                                                        • Figure 67: Importance of having a pleasant fragrance, being antibacterial and having skin-friendly properties when choosing washing-up liquid, by age and gender, March 2015
                                                                                                                                      • Concentrated formulae can offer value and reduce waste
                                                                                                                                        • All-in-one products appeal for convenience
                                                                                                                                          • Figure 68: Factors influencing choice of automatic dishwasher detergent, March 2015
                                                                                                                                        • Combining cleaning power with protection and prevention
                                                                                                                                            • Figure 69: Importance of tough stain removal, glass protection and preventing water spotting when choosing dishwasher detergent, by age, March 2015
                                                                                                                                          • Extra shine for glasses and stainless steel an added benefit
                                                                                                                                          • The Consumer – Hand Dishwashing Behaviour and Attitudes

                                                                                                                                            • Key points
                                                                                                                                              • Usage of washing-up liquid goes beyond dishes
                                                                                                                                                • Figure 70: Hand dishwashing behaviour and usage of and attitudes towards washing-up liquid, March 2015
                                                                                                                                              • Outdoor opportunity for washing-up liquid
                                                                                                                                                • Opportunity for products that avoid overnight soaking
                                                                                                                                                    • Figure 71: Incidence of letting dirty dishes or pots soak overnight before scrubbing and sometimes not cooking certain things because cleaning pots and pans is too much hassle, by age and gender, March 2015
                                                                                                                                                  • New fragrances help to increase product interest
                                                                                                                                                      • Figure 72: Proportion of people who enjoy trying new fragrances in washing-up liquids and are concerned about how harsh the chemicals are in washing-up liquid, by age, March 2015
                                                                                                                                                  • The Consumer – Interest in Product Features for Dishwashing Products

                                                                                                                                                    • Key points
                                                                                                                                                      • Effectiveness in shorter cycles most worth paying more for
                                                                                                                                                        • Figure 73: Interest in features and benefits for dishwashing products, March 2015
                                                                                                                                                        • Figure 74: Interest in and willingness to pay more for features and benefits of dishwashing products, March 2015
                                                                                                                                                      • Protective benefits can add value to sales
                                                                                                                                                        • Figure 75: Interest in and willingness to pay more for a dishwasher detergent that works at lower temperatures, a dishwasher detergent designed to be effective in shorter cycles and a dishwasher detergent that protects décor on glasses and dishes from fading, by age, March 2015
                                                                                                                                                      • Antibacterial protection for dishcloths and sponges
                                                                                                                                                          • Figure 76: Interest in and willingness to pay more for a washing-up liquid with micro-particles for easier scrubbing, a hand-dishwashing pre-treatment to dissolve baked-on food and a washing-up liquid that provides 24-hour antibacterial protection to dishcloths/sponges, by age, March 2015
                                                                                                                                                        • Paying more for ultra-concentrated products that reduce waste
                                                                                                                                                        • The Consumer – Machine Dishwashing Behaviour and Attitudes

                                                                                                                                                          • Key points
                                                                                                                                                            • Majority rinse items before putting them in the dishwasher
                                                                                                                                                              • Figure 77: Machine dishwashing behaviour and usage of and attitudes towards the dishwasher and detergents, March 2015
                                                                                                                                                            • Need for more protection in auto dishwashing
                                                                                                                                                                • Figure 78: Agreement with statement ‘I'm concerned about how harsh the chemicals are in dishwasher detergent’, by age and socio-economic group, March 2015
                                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                                • Figure 79: New product launches in the UK dishwashing products market, % share by own-label vs. branded by category, 2014
                                                                                                                                                                • Figure 80: New product launches in the UK hand dishwashing market, % share by selected claims, 2014
                                                                                                                                                                • Figure 81: New product launches in the UK automatic dishwashing market, % share by selected claims, 2014
                                                                                                                                                            • Appendix – Market Size Forecast

                                                                                                                                                                • Figure 82: Best- and worst-case forecast for UK retail value sales of dishwashing products, 2014-19
                                                                                                                                                            • Appendix – Segment Performance

                                                                                                                                                                • Figure 83: Best- and worst-case forecast of UK retail sales of hand-dishwashing products, 2009-19
                                                                                                                                                                • Figure 84: Best- and worst-case forecast for UK retail value sales of hand-dishwashing products, 2014-19
                                                                                                                                                                • Figure 85: Best- and worst-case forecast of UK retail sales of machine dishwashing products, 2009-19
                                                                                                                                                                • Figure 86: Best- and worst-case forecast for UK retail value sales of machine dishwashing products, 2014-19

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Ecover UK
                                                                                                                                                            • Jeyes UK

                                                                                                                                                            Dishwashing Products - UK - May 2015

                                                                                                                                                            US $2,583.33 (Excl.Tax)