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Dishwashing Products - US - April 2011

The dishwashing products category has largely taken the recession in stride, posting solid annual FDMx sales gains in 2008 through 2010. The positive results were driven in part by a recession-inspired return to home meal preparation, but also by marketers’ success at trading consumers up to premium products promising a variety of added-value benefits.

This report provides an in-depth analysis of dishwashing product category performance of the last five years and a forecast of growth for the next five. Also included:

  • Recent FDMx sales and market share results in both the dishwashing liquid (for hand washing dishes) and dishwasher detergent segments
  • Major themes in new product introductions from both major players and niche manufacturers
  • How Procter & Gamble’s (P&G) Dawn reversed a three-year market share decline and extended its lead of the dishwashing liquid segment
  • How private-label products and brands marketed as eco-friendly performed during the recession and its aftermath
  • Category usage data and Mintel’s own consumer research on the attitudes and behaviors that drive category performance

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • More home cooking and added-value products keep sales moving
                        • Private label loses steam
                          • Eco-friendly growth slows
                            • Increasing competition across a broad range of channels
                              • P&G unchallenged as category leader
                                • Dawn gains share in liquid segment
                                  • Multi-benefit dishwasher detergents promise performance
                                    • Liquid new product launches more numerous and varied
                                      • Key findings from Mintel’s consumer research
                                      • Insights and Opportunities

                                        • Regaining green momentum
                                          • Beyond the greenest
                                            • A fresh perspective on eco-friendly
                                              • Reclaiming supermarket share
                                                • Not just for dishes anymore
                                                • Inspire Insights

                                                    • Trend: Home of the Senses
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • More home cooking and added-value products keep sales trend strong
                                                          • Sales and forecast of dishwashing products
                                                            • Figure 1: Total U.S. FDMx sales and forecast of dishwashing products, at current prices, 2005-15
                                                            • Figure 2: Total U.S. FDMx sales and forecast of dishwashing products, at inflation-adjusted prices, 2005-15
                                                          • Fan chart forecast
                                                              • Figure 3: FDMx sales and fan chart forecast of dishwashing products, at current prices, 2005-15
                                                            • Walmart sales
                                                            • Market Drivers

                                                              • Dining out regaining momentum
                                                                • Private label loses steam
                                                                  • Dishwasher ownership slips
                                                                    • Households with kids on the decline
                                                                      • Figure 4: Households, by presence of children under age 18, 2000-10
                                                                  • Competitive Context

                                                                    • Narrow competitive set
                                                                      • Private label and eco-friendly changing the category from within
                                                                        • Figure 5: Private label’s share of FDMx dishwashing products market, 2005-10
                                                                        • Figure 6: Environmentally friendly products’ share of FDMx dishwashing products market, 2005-10
                                                                      • Seventh Generation leads eco-friendly brands by a wide margin
                                                                        • Figure 7: FDMx sales of environmentally friendly dishwashing products, by brand, 2005-10
                                                                        • Figure 8: Shift in FDMx market share of environmentally friendly dishwashing products, by brand, 2005-10
                                                                      • Price shapes competitive dynamic
                                                                        • Figure 9: Price/volume of dishwashing products at FDMx, 2005-10
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Dishwasher detergent will have the edge in improving economy
                                                                          • Figure 10: U.S. FDMx sales of facial skincare, by type, 2008 and 2010
                                                                      • Segment Performance—Dishwashing Liquid

                                                                        • Key points
                                                                          • Making dishwashing a more pleasant experience
                                                                            • Natural growth from environmentally friendly products
                                                                              • Sales and forecast of dishwashing liquid
                                                                                • Figure 11: Total U.S. FDMx sales and forecast of dishwashing liquid, at current prices, 2005-15
                                                                            • Segment Performance—Dishwasher Detergent/Rinse Aids

                                                                              • Key points
                                                                                • More convenient, more expensive dispensing drives dollars
                                                                                  • Sales and forecast of dishwasher detergent/rinse aids
                                                                                    • Figure 12: Total U.S. FDMx sales and forecast of dishwasher detergent/rinse aids, at current prices, 2005-15
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Increasing competition across a broad range of channels
                                                                                      • Figure 13: U.S. FDMx sales of dishwashing products, by retail channel, 2008 and 2010
                                                                                  • Retail Channels—Supermarkets

                                                                                    • Key points
                                                                                      • Dishwashing products take a backseat to food and drink in supermarkets
                                                                                        • Figure 14: U.S. supermarket sales of dishwashing products, at current prices, 2005-10
                                                                                    • Retail Channels—Other FDMx Channels

                                                                                      • Key points
                                                                                        • Drug and mass channels capture trips and sales from supermarkets
                                                                                          • Figure 15: U.S. drug store and mass market sales of dishwashing products, at current prices, 2005-10
                                                                                        • Walmart’s position in the market
                                                                                        • Leading Companies

                                                                                          • Key points
                                                                                            • P&G unchallenged as category leader
                                                                                              • A tough category for smaller companies
                                                                                                • Figure 16: Manufacturer sales of dishwashing products at FDMx, 2010 and 2011
                                                                                            • Brand Share—Dishwashing Liquid

                                                                                              • Key points
                                                                                                • Dawn gains share on aggressive value play
                                                                                                  • Figure 17: Selected brand sales and market share of dishwashing liquid at FDMx, 2010 and 2011
                                                                                              • Brand Share—Dishwasher Detergent/Rinse Aids

                                                                                                • Key points
                                                                                                  • Multi-benefit products promise performance
                                                                                                    • Figure 18: Selected brand sales and market share of dishwasher detergent/rinse aids at FDMx, 2010 and 2011
                                                                                                • Innovations and Innovators

                                                                                                  • Overview
                                                                                                    • Four major themes drive launches
                                                                                                      • Liquid launches more numerous and varied
                                                                                                        • Figure 19: Dishwashing products new product launches, by subcategory, 2005-10
                                                                                                      • Spotlight: strength and performance
                                                                                                        • Spotlight: Gentle on skin
                                                                                                          • Spotlight: enhanced sensory experiences
                                                                                                            • Spotlight: environmental friendliness
                                                                                                            • Marketing Strategies

                                                                                                              • Dawn regains momentum with multi-faceted marketing
                                                                                                                • Figure 20: Dishwashing liquid FDMx market share and price per 16 oz. equivalent volume for Dawn and Palmolive, 2007-10
                                                                                                              • A new value proposition
                                                                                                                • Figure 21: Ultra Dawn television ad, 2010
                                                                                                              • Dawn wildlife rescue program becomes particularly compelling during Gulf oil spill…
                                                                                                                • Figure 22: Dawn wildlife television ad, 2010
                                                                                                              • …and extends to the brand’s social media efforts
                                                                                                                • New product initiatives
                                                                                                                  • Figure 23: Dawn Olay television ad, 2010
                                                                                                                • Cascade emphasizes power
                                                                                                                  • Figure 24: Cascade Complete Pacs television ad, 2010
                                                                                                                • Putting a promotional spin on cleaning power
                                                                                                                  • Finish also focused on performance
                                                                                                                    • The “Diamond Standard”
                                                                                                                      • Figure 25: Finish Quantum television ad, 2011
                                                                                                                    • Finish Quantumatic—an innovation in dispensing
                                                                                                                      • Figure 26: Finish Quantumatic television ad, 2010
                                                                                                                  • Use of Dishwashing Liquid and Brands Used

                                                                                                                    • Key points
                                                                                                                      • Use of dishwashing liquid near universal
                                                                                                                        • Figure 27: Use of dishwashing liquid, by household income, July 2009-September 2010
                                                                                                                      • Dawn and Palmolive claim the most users
                                                                                                                        • Younger users less brand loyal
                                                                                                                          • Figure 28: Brands of dishwashing liquid used, by age, July 2009-September 2010
                                                                                                                        • Lower-income households more likely to switch among bargain brands
                                                                                                                          • Figure 29: Brands of dishwashing liquid used, by age, July 2009-September 2010
                                                                                                                      • Incidence of Dishwashers, Use of Detergents/Rinse Aids

                                                                                                                        • Key points
                                                                                                                          • Dishwashers present in almost six households in 10
                                                                                                                            • Figure 30: Automatic dishwasher ownership, by household income, July 2009-September 2010
                                                                                                                            • Figure 31: Use of automatic dishwasher detergent/rinse agents, by household income, July 2009-September 2010
                                                                                                                          • ‘Tablet’ form becoming more popular as powder declines
                                                                                                                            • Figure 32: Types of automatic dishwasher detergent used, by age, July 2009-September 2010
                                                                                                                          • Cascade leads in usage by a wide margin over Electrasol (Finish)
                                                                                                                            • Figure 33: Brands of automatic dishwasher detergent/rinse used, by age, July 2009-September 2010
                                                                                                                        • The Dishwashing Product Consumer

                                                                                                                          • Key points
                                                                                                                            • Women more likely to make dishwashing choices, but men gaining
                                                                                                                                • Figure 34: Who makes dishwashing product purchase decisions, by gender, December 2010-January 2011
                                                                                                                              • Nearly one-third of dishwasher owners alternate between the dishwasher and hand washing
                                                                                                                                  • Figure 35: How dishes are washed, by age, December 2010-January 2011
                                                                                                                                • Higher-income consumers rely more heavily on dishwashers
                                                                                                                                  • Figure 36: How dishes are washed, by household income, December 2010-January 2011
                                                                                                                                • More kids = more dirty dishes = more frequent washing
                                                                                                                                    • Figure 37: Average number of times dishes are washed daily, by presence of children, December 2010-January 2011
                                                                                                                                • Satisfaction with Products Used

                                                                                                                                  • Key points
                                                                                                                                    • Nearly all are satisfied, but more are open to something new
                                                                                                                                      • Part of a bigger reevaluation of product choices
                                                                                                                                        • Women even more open to new choices
                                                                                                                                          • Figure 38: Satisfaction with products used, by gender, December 2010-January 2011
                                                                                                                                        • Interest in what’s new fades only slightly with age
                                                                                                                                          • Figure 39: Satisfaction with products used, by age, December 2010-January 2011
                                                                                                                                      • Opinions and Behaviors Regarding Dishwashing Products

                                                                                                                                        • Dishwashing liquid for hand washing dishes
                                                                                                                                          • Samples and coupons highly appealing to liquid users
                                                                                                                                            • Figure 40: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
                                                                                                                                          • Detergent for dishwashing machines
                                                                                                                                            • Similar attitudes for detergent users
                                                                                                                                              • Figure 41: Opinions and behaviors regarding products used for machine washing dishes, by age, December 2010-January 2011
                                                                                                                                          • Features Consumers are Willing to Pay More For

                                                                                                                                            • Dishwashing liquid for hand washing dishes
                                                                                                                                              • Antibacterial at the top of the list
                                                                                                                                                • P&G ups the ante on skin-friendliness with hand renewal product
                                                                                                                                                  • Scent a cost-of-entry attribute
                                                                                                                                                      • Figure 42: Features consumers willing to pay more for in dish washing liquid, by age, December 2010-January 2011
                                                                                                                                                    • Detergent for dishwashing machines
                                                                                                                                                      • Performance comes first (and second)
                                                                                                                                                        • Consumer emphasis on clean and spotless put to the test with phosphate removal
                                                                                                                                                          • Other attributes less essential
                                                                                                                                                            • Figure 43: Features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
                                                                                                                                                        • Green Features Consumers Would Pay More For

                                                                                                                                                          • Dishwashing liquid for hand washing dishes
                                                                                                                                                            • Strong interest among a few creates a green niche
                                                                                                                                                              • Figure 44: Green features consumers willing to pay more for in dishwashing liquid, by age, December 2010-January 2011
                                                                                                                                                            • Detergent for dishwashing machines
                                                                                                                                                              • Similar interest, but so far a smaller market
                                                                                                                                                                • Figure 45: Green features consumers willing to pay more for in dishwasher detergents, by age, December 2010-January 2011
                                                                                                                                                            • How Recession has Impacted Buying Behavior

                                                                                                                                                              • Key points
                                                                                                                                                                • For many category users the frugal shopping mindset already built in
                                                                                                                                                                  • Bargain hunting approach may already be built in
                                                                                                                                                                    • Figure 46: How recession has impacted buying behavior, by age, December 2010-January 2011
                                                                                                                                                                    • Figure 47: How recession has impacted buying behavior, by household income, December 2010-January 2011
                                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                                  • Dishwashing liquid usage
                                                                                                                                                                    • Figure 48: Use of dishwashing liquid, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                  • Blacks and Hispanics use more brands
                                                                                                                                                                    • Figure 49: Brands of dishwashing liquid used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                  • Incidence of dishwasher ownership lower among blacks, Hispanics
                                                                                                                                                                    • Figure 50: Automatic dishwasher ownership, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                  • Incidence of using dishwasher detergent lower among nonwhites
                                                                                                                                                                    • Figure 51: Dishwashing products used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                  • More dishwashing by hand in black, Hispanic, Asian households
                                                                                                                                                                    • Figure 52: How dishes are washed, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                  • Blacks interested in wider array of dishwashing product attributes
                                                                                                                                                                    • Figure 53: Features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                    • Figure 54: Features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                  • Blacks and Hispanics more likely to pay more for green features
                                                                                                                                                                    • Figure 55: Green features consumers willing to pay more for in dish washing liquid, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                    • Figure 56: Green features consumers willing to pay more for in dishwasher detergents, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                  • Asian consumers shifted buying behavior in response to recession
                                                                                                                                                                    • Figure 57: How recession has impacted buying behavior, by race/Hispanic origin, December 2010-January 2011
                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                    • Extras
                                                                                                                                                                      • Demographics
                                                                                                                                                                        • Characteristics
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Contenteds
                                                                                                                                                                              • Demographics
                                                                                                                                                                                • Characteristics
                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                    • Couponers
                                                                                                                                                                                      • Demographics
                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • Figure 58: Dishwasher detergent clusters, January 2011
                                                                                                                                                                                              • Figure 59: Satisfaction with products used, by dishwasher detergent clusters, January 2011
                                                                                                                                                                                              • Figure 60: Opinions and behaviors regarding products used for machine washing dishes, by dishwasher detergent clusters, January 2011
                                                                                                                                                                                              • Figure 61: Features consumers willing to pay more for in dishwasher detergents, by dishwasher detergent clusters, January 2011
                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                              • Figure 62: Dishwasher detergent clusters, by gender, January 2011
                                                                                                                                                                                              • Figure 63: Dishwasher detergent clusters, by age, January 2011
                                                                                                                                                                                              • Figure 64: Dishwasher detergent clusters, by household income, January 2011
                                                                                                                                                                                              • Figure 65: Dishwasher detergent clusters, by race, January 2011
                                                                                                                                                                                              • Figure 66: Dishwasher detergent clusters, by Hispanic origin, January 2011
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                              • Kids in the household mean more dishes to wash
                                                                                                                                                                                                • Features willing to pay more for, by presence of children
                                                                                                                                                                                                  • Figure 67: Features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
                                                                                                                                                                                                • Green features willing to pay more for, by presence of children
                                                                                                                                                                                                  • Figure 68: Green features consumers willing to pay more for in dish washing liquid, by presence of children, December 2010-January 2011
                                                                                                                                                                                                  • Figure 69: Green features consumers willing to pay more for in dishwasher detergents, by presence of children, December 2010-January 2011
                                                                                                                                                                                                • How recession has impacted buying behavior, by presence of children
                                                                                                                                                                                                  • Figure 70: How recession has impacted buying behavior, by presence of children, December 2010-January 2011
                                                                                                                                                                                              • SymphonyIRI Group Builders—Key Household Purchase Measures

                                                                                                                                                                                                  • Overview of dish detergent
                                                                                                                                                                                                    • Dish detergent
                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                          • Figure 71: Brand map, selected brands of dish detergent buying rate by household penetration, 2010*
                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                            • Figure 72: Key purchase measures for the top brands of dish detergent, by household penetration, 2010*
                                                                                                                                                                                                          • Dishwasher detergent/additive
                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 73: Brand map, selected brands of dishwasher detergent/additive buying rate by household penetration, 2010*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 74: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2010*
                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                  • Figure 75: Dishwashing products used, by age, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 76: Automatic dishwasher ownership, by age, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 77: Types of automatic dishwasher detergent used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 78: Brands of automatic dishwasher detergent/rinse used, by race/Hispanic origin, July 2009-September 2010
                                                                                                                                                                                                                  • Figure 79: Average number of times dishes are washed daily, by age, December 2010-January 2011
                                                                                                                                                                                                                  • Figure 80: Average number of times dishes are washed daily, by household income, December 2010-January 2011
                                                                                                                                                                                                                  • Figure 81: Opinions and behaviors regarding products used for hand washing dishes, by age, December 2010-January 2011
                                                                                                                                                                                                              • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                  • IRI Consumer Network Metrics
                                                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • Association of Home Appliance Manufacturers
                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                    • Colgate-Palmolive Company
                                                                                                                                                                                                                    • Ecover Inc.
                                                                                                                                                                                                                    • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                    • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                    • Reckitt Benckiser USA
                                                                                                                                                                                                                    • The Consumer Specialty Products Association (CSPA)—Cleaning Products Division
                                                                                                                                                                                                                    • The Soap and Detergent Association
                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                                                                    Dishwashing Products - US - April 2011

                                                                                                                                                                                                                    £3,277.28 (Excl.Tax)