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Dishwashing Products - UK - May 2017

“Competitive pricing across the dishwashing category has dented value sales. While a low level of dishwasher ownership remains a limiting factor, boosting usage of dishwasher ancillaries is an area of potential growth. Meanwhile, interest in ultra-concentration and non-drip caps suggests areas to explore to invigorate the hand dishwashing market.”
– Anita Winther, Research Analyst

This Report discusses the following key topics:

  • Disrupting savvy shopping habits
  • Balancing the all-in-one positioning with ancillary use

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Table of contents

  1. Overview

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

                • The market
                  • Value decline for dishwashing category
                    • Inflation expected to support value sales
                      • Figure 1: Forecast of UK retail value sales of dishwashing products, 2011-21
                    • Hand dishwashing sees steepest fall
                      • Dishwasher tablets dominated segment
                        • Supermarkets remain the strongest channel
                          • UK dishwasher ownership lags behind other countries
                            • Companies and brands
                              • Fairy and Finish continue to dominate market
                                • Figure 2: Manufacturers’ shares of value sales of dishwashing products, 2016/17
                              • Dishwashing innovation declines
                                • Green launches from Waitrose and Seventh Generation
                                  • Adspend hits four-year high
                                    • Fairy enjoys strong brand image, Finish scores well on performance
                                      • Figure 3: Attitudes towards and usage of selected brands, March 2017
                                    • The consumer
                                      • Washing-up liquid is universally used and purchased
                                        • Figure 4: Usage and purchase of washing-up liquid, March 2017
                                      • Dishwasher tablets and capsules dominate
                                        • Figure 5: Usage and purchase of dishwasher products, March 2017
                                      • High level of loyalty in dishwashing category
                                        • Figure 6: Purchase habits for washing-up liquid, March 2017
                                        • Figure 7: Purchase habits for dishwasher detergents, March 2017
                                      • Free samples are key to encouraging switching
                                        • Figure 8: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
                                        • Figure 9: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
                                      • Price is key factor for those shopping around
                                        • Figure 10: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
                                        • Figure 11: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
                                      • Ultra-concentrated washing-up liquids and no-drip caps garner interest
                                        • Figure 12: Purchase behaviours for dishwashing products, March 2017
                                      • Confidence is high in dishwasher care knowledge
                                        • Figure 13: Attitudes towards dishwasher products, March 2017
                                      • What we think
                                      • Issues and Insights

                                        • Disrupting savvy shopping habits
                                          • The facts
                                            • The implications
                                              • Balancing the all-in-one positioning with ancillary use
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Value decline for dishwashing category
                                                      • Inflation expected to support value sales
                                                        • Hand dishwashing sees steepest fall
                                                          • Dishwasher tablets dominated segment
                                                            • Supermarkets remain the strongest channel
                                                              • UK dishwasher ownership lags behind other countries
                                                              • Market Size and Forecast

                                                                • Value decline continues for dishwashing category
                                                                  • Figure 14: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2011-21
                                                                • Inflation expected to support value sales
                                                                    • Figure 15: Forecast of UK retail value sales of dishwashing products, 2011-21
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Fall in hand dishwashing sales
                                                                      • Figure 16: UK retail value sales of dishwashing products, by segment, 2015 and 2016
                                                                    • Machine dishwashing sees sales dip
                                                                      • Figure 17: UK retail value sales of machine dishwashing products, by sub-segment, 2015 and 2016
                                                                  • Channels to Market

                                                                    • Supermarkets remain the strongest channel
                                                                      • Figure 18: UK retail value sales of dishwashing products, by outlet type, 2014-16
                                                                    • Amazon Dash launches for Fairy and Finish
                                                                    • Market Drivers

                                                                      • UK dishwasher ownership lags behind other countries
                                                                        • Figure 19: Ownership of dishwashers in selected European countries and the US, UK – March 2017, France, Germany, Italy and Spain – July 2016, and the US – November 2016
                                                                      • Population growth should underpin demand for dishwashing products…
                                                                        • Figure 20: UK households, by size, 2011-21
                                                                      • …but shrinking household size will put pressure on dishwasher market
                                                                        • Figure 21: Dishwasher ownership, by household size, March 2017
                                                                      • Rental market supresses growth potential for dishwashers
                                                                        • Figure 22: Dishwasher ownership, by housing situation, March 2017
                                                                      • Brexit spells end of deflation and growing real consumer incomes
                                                                        • Dented consumer confidence could increase dine-in occasions
                                                                          • Figure 23: Dishwasher ownership, by financial situation, March 2017
                                                                        • EU phosphate ban comes into action
                                                                          • Figure 24: Share of automatic dishwasher detergent launches in the UK market containing phosphorus compounds, 2012-16
                                                                        • 2017 deadline for CLP regulation compliancy looms
                                                                          • Implications of Brexit on product regulations
                                                                          • Companies and Brands – What You Need to Know

                                                                            • Fairy and Finish continue to dominate market
                                                                              • Dishwashing innovation declines
                                                                                • Green launches from Waitrose and Seventh Generation
                                                                                  • Adspend hits four-year high
                                                                                    • Fairy enjoys strong brand image, Finish scores well on performance
                                                                                    • Market Share

                                                                                      • Dominance of P&G and RB continues
                                                                                        • Figure 25: Manufacturers’ shares of value sales of dishwashing products, 2016/17*
                                                                                      • Finish sees market share slip in machine dishwashing
                                                                                        • Figure 26: Leading brands’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
                                                                                      • Fairy extends lead in hand dishwashing
                                                                                        • Figure 27: Leading brands’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
                                                                                    • Launch Activity and Innovation

                                                                                      • Dishwashing product launches decline
                                                                                        • Figure 28: Share of new product launches in the UK dishwashing products market, by sub-segment, 2013-17
                                                                                      • P&G strengthens lead in NPD
                                                                                        • Reckitt Benckiser relaunches Finish as Super Charged
                                                                                          • Figure 29: Share of new product launches in the UK dishwashing products market, by top 10 companies (sorted by 2016), 2013-17
                                                                                        • Spontex crosses over into dishwashing
                                                                                          • Ethical claims are becoming the norm
                                                                                            • Waitrose launches Waitrose ECOlogical range
                                                                                              • Figure 30: Leading claims in the UK dishwashing products market, by top 10 claims (sorted by 2016), 2013-17
                                                                                            • Method unveils colourful packaging collaborations
                                                                                              • Lemon continues to lead in fragrances
                                                                                                • Figure 31: Leading fragrances in the UK dishwashing products market, by top 10 fragrances (sorted by 2016), 2013-17
                                                                                            • Advertising and Marketing Activity

                                                                                              • Adspend hits four-year high
                                                                                                • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, 2013-17
                                                                                              • Top advertiser P&G ups spend
                                                                                                • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top five advertisers (sorted by 2016), 2013-17
                                                                                              • RB steps back on adspend
                                                                                                • Two new Finish adverts in 2017
                                                                                                  • Discounters highlight value
                                                                                                    • Ecover continues ocean plastic campaign
                                                                                                      • Method launches colourful #themethodway campaign
                                                                                                        • Nielsen Ad Intel coverage
                                                                                                        • Brand Research

                                                                                                            • What you need to know
                                                                                                              • Brand map
                                                                                                                • Figure 34: Attitudes towards and usage of selected brands, March 2017
                                                                                                              • Key brand metrics
                                                                                                                • Figure 35: Key metrics for selected brands, March 2017
                                                                                                              • Brand attitudes: Fairy excels on trust, quality and reputation
                                                                                                                • Figure 36: Attitudes, by brand, March 2017
                                                                                                              • Brand personality: Ecover leads on ethics
                                                                                                                • Figure 37: Brand personality – Macro image, March 2017
                                                                                                              • Fairy and Finish are viewed as reliable and effective
                                                                                                                • Figure 38: Brand personality – Micro image, March 2017
                                                                                                              • Brand analysis
                                                                                                                • Fairy enjoys advantage across most metrics
                                                                                                                  • Figure 39: User profile of Fairy, March 2017
                                                                                                                • Finish scores well on performance
                                                                                                                  • Figure 40: User profile of Finish, March 2017
                                                                                                                • Persil’s presence in laundry gives it strong brand image
                                                                                                                  • Figure 41: User profile of Persil, March 2017
                                                                                                                • Aldi’s Magnum scores high on value
                                                                                                                  • Figure 42: User profile of Aldi Magnum, March 2017
                                                                                                                • Ecover’s ethical credentials are widely recognised
                                                                                                                  • Figure 43: User profile of Ecover, March 2017
                                                                                                              • The Consumer – What You Need to Know

                                                                                                                • Washing-up liquid is universally used and purchased
                                                                                                                  • Dishwasher tablets and capsules dominate
                                                                                                                    • High level of loyalty in dishwashing category
                                                                                                                      • Free samples are key to encouraging switching
                                                                                                                        • Price is key factor for those shopping around
                                                                                                                          • Ultra-concentrated washing-up liquids and no-drip caps garner interest
                                                                                                                            • Confidence is high in dishwasher care knowledge
                                                                                                                            • Usage and Purchasing of Dishwashing Products

                                                                                                                              • Washing-up liquid is universally used and purchased
                                                                                                                                • Figure 44: Usage and purchase of washing-up liquid, March 2017
                                                                                                                              • Extensive crossover across washing-up liquid and dishwasher products
                                                                                                                                • Figure 45: Crossover in usage and purchase of washing-up liquid and dishwasher products, March 2017
                                                                                                                              • Dishwasher tablets and capsules dominate
                                                                                                                                • Figure 46: Usage and purchase of dishwasher products, March 2017
                                                                                                                              • Under-45s are less likely to use ancillaries
                                                                                                                              • Purchase Habits for Dishwashing Products

                                                                                                                                • The majority are brand-loyal when buying washing-up liquid
                                                                                                                                  • Figure 47: Purchase habits for washing-up liquid, March 2017
                                                                                                                                • Half of dishwasher detergent buyers are brand-loyal
                                                                                                                                  • Figure 48: Purchase habits for dishwasher detergents, March 2017
                                                                                                                                • Family lifestage prompts shopping around
                                                                                                                                • Prompts for Switching Dishwashing Products

                                                                                                                                  • Free samples are key to encouraging switching
                                                                                                                                    • Trial-sized packs should reduce risk of experimentation
                                                                                                                                      • Figure 49: Prompts that would encourage people to buy a different type/brand of washing-up liquid, March 2017
                                                                                                                                      • Figure 50: Prompts that would encourage people to buy a different type/brand of dishwasher detergent, March 2017
                                                                                                                                    • Promotions provide prompt to many
                                                                                                                                      • Recommendations from friends and family important
                                                                                                                                        • Figure 51: Screengrab from the Savvy Circle subsection on supersavvyme.co.uk, April 2016
                                                                                                                                    • Factors Influencing Choice of Dishwashing Products

                                                                                                                                      • Savvy shopping habits are well established in category
                                                                                                                                        • Figure 52: Most important factors influencing choice when buying one type/brand of washing-up liquid over another, March 2017
                                                                                                                                        • Figure 53: Most important factors influencing choice when buying one type/brand of dishwasher detergent over another, March 2017
                                                                                                                                      • All-in-one and added benefits are ingrained in dishwasher products
                                                                                                                                        • Antibacterial and skin-friendly properties hold sway in washing-up liquid
                                                                                                                                          • Fragrance innovations can encourage experimentation
                                                                                                                                          • Purchase Behaviours for Dishwashing Products

                                                                                                                                            • Demand for ultra-concentrated washing-up liquids
                                                                                                                                              • No-drip caps garner interest
                                                                                                                                                • Figure 54: Purchase behaviours for dishwashing products, March 2017
                                                                                                                                              • Consumers are encouraged by quality awards
                                                                                                                                                • Scope for household care brands to expand into dishwashing
                                                                                                                                                  • The young and affluent are more likely to look for eco-friendly products
                                                                                                                                                  • Attitudes towards Dishwasher Products

                                                                                                                                                    • Confidence is high in dishwasher care knowledge
                                                                                                                                                      • Figure 55: Attitudes towards dishwasher products, March 2017
                                                                                                                                                    • Pre-rinsing habits persist
                                                                                                                                                      • Performance issues remain
                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                          • Abbreviations
                                                                                                                                                            • Consumer research methodology
                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                              • Forecast methodology
                                                                                                                                                                • Total market forecast
                                                                                                                                                                  • Figure 56: UK retail value sales of dishwashing products, best- and worst-case forecast, 2016-21
                                                                                                                                                                • Hand dishwashing segment forecast
                                                                                                                                                                  • Figure 57: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2011-21
                                                                                                                                                                  • Figure 58: Forecast of UK retail value sales of hand dishwashing products, 2011-21
                                                                                                                                                                  • Figure 59: UK retail value sales of hand dishwashing products, best- and worst-case forecast, 2016-21
                                                                                                                                                                • Machine dishwashing segment forecast
                                                                                                                                                                  • Figure 60: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2011-21
                                                                                                                                                                  • Figure 61: Forecast of UK retail value sales of machine dishwashing products, 2011-21
                                                                                                                                                                  • Figure 62: UK retail value sales of machine dishwashing products, best- and worst-case forecast, 2016-21
                                                                                                                                                              • Appendix – Market Share

                                                                                                                                                                  • Figure 63: Leading manufacturers’ value sales and shares of machine dishwashing products, 2015/16 and 2016/17
                                                                                                                                                                  • Figure 64: Leading manufacturers’ value sales and shares of hand dishwashing products, 2015/16 and 2016/17
                                                                                                                                                              • Appendix – Launch Activity and Innovation

                                                                                                                                                                  • Figure 65: Share of new product launches in the UK dishwashing products market, by launch type, 2013-17
                                                                                                                                                                  • Figure 66: Share of new product launches in the UK dishwashing products market, by branded and private label, 2013-17
                                                                                                                                                                  • Figure 67: Share of new product launches in the UK automatic dishwashing segment, by format, 2013-17
                                                                                                                                                                  • Figure 68: Use of ‘dermatologically tested’ and ‘antibacterial’ claims in the UK hand dishwashing products market, 2013-17

                                                                                                                                                              Companies Covered

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

                                                                                                                                                              Dishwashing Products - UK - May 2017

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