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Dishwashing Products - US - April 2012

The dishwashing products market grew slowly from 2009-11, as declining unit sales were offset by growing consumer preference for higher-priced dishwasher products such as single-dose pacs and multipurpose products. Changing demographics and an improving economy will present new opportunities and challenges for the market over the next five years.

This report examines how demographic shifts and changing consumer behavior will shape demand for dishwashing products going forward, and how marketers can take advantage of the opportunities created. The report includes analysis of:

  • The past five years of performance of the total market, dishwashing liquid, and dishwasher detergent segments, as well as growth forecasts through 2016
  • The competitive outlook for manufacturers, including dominant brands like Procter & Gamble’s Dawn dishwashing liquid and up-and-coming brands like Reckitt Benckiser’s Finish
  • Evaluation of the changing retail environment for dishwashing products, including recent declines in the market share of traditional supermarkets and Walmart
  • The critical role that children play in driving usage of dishwashing products and how changes in the share of households with children will impact the performance of this market through 2016
  • Trends in new product introductions and how they relate to consumers’ stated preferences for anti-bacterial, skin-friendly, and “green” product properties
  • How age, income, race and Hispanic origin shape consumer behavior with respect to dishwashing products, including the unique role that Hispanics will play in the future of this market

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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

                        • Market overview
                          • Figure 1: Total sales and fan chart forecast of market, at current prices, 2006-16
                        • Dishwasher detergent and rinse aids are growing; dishwashing liquids are stagnant
                          • Figure 2: Sales and forecast of Dishwashing liquid and dishwasher detergent/rinse aid, at current prices, 2006-12
                        • Market drivers
                          • Hispanic population growth
                            • Population of children growing, meaning more dishes to wash
                                • Figure 3: Population, by age, 2006-16
                              • Lack of growth in dishwasher ownership
                                • Figure 4: Dishwasher ownership, July 2010-September 2011
                              • Less frequent meal preparation at home
                                • Supermarkets losing retail share to drug stores, other channels
                                  • Figure 5: Retail channel sales of dishwashing products, at current prices, 2006-11
                                • P&G still leads, but Reckitt Benckiser is gaining ground
                                    • Figure 6: Manufacturer sales of dishwashing products, 2010 and 2011
                                  • The consumer
                                    • Hand washing common practice even in homes with dishwashers
                                      • Consumers prefer name brands
                                        • Figure 7: Brand selection—soap for hand washing dishes and automatic dishwashers, December 2011
                                      • Consumers positive toward their dishwashing products
                                        • Figure 8: Brand satisfaction—soap for hand washing dishes, December 2011
                                      • Antibacterial, skin-friendly, and extra-strength product attributes most appealing to consumers
                                        • Figure 9: Interested in trying in soap for hand washing dishes, December 2011
                                        • Figure 10: Interested in trying in soap for automatic dishwashers, December 2011
                                      • What we think
                                      • Insights and Opportunities

                                        • Co-branding partnerships bring excitement to a stale market
                                          • Food-safe dishwashing liquids could bring parents into the green fold
                                          • Inspire Insights

                                              • Trend: Extend My Brand
                                                • Trend: Guiding Choice
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Modest growth expected through 2016
                                                      • Sales and forecast of dishwashing products
                                                        • Figure 11: Total U.S. retail sales and forecast of dishwashing products, at current prices, 2006-16
                                                        • Figure 12: Total U.S. retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2006-16
                                                      • Fan chart forecast
                                                          • Figure 13: Total sales and fan chart forecast of market, at current prices, 2006-16
                                                        • Walmart sales
                                                        • Market Drivers

                                                          • Key points
                                                            • Dishwasher ownership drives growth in dishwasher segment and market as a whole
                                                              • Figure 14: Dishwasher ownership, July 2010-September 2011
                                                              • Figure 15: Dishwasher ownership, by household income, July 2010-September 2011
                                                            • Dining out a negative driver for dishwashing products market
                                                              • Figure 16: Time spent on food preparation and cleanup and percentage of people who spend time on food preparation per day, by gender, 2007-10
                                                              • Figure 17: Involvement in shopping for dishwashing products, by gender, December 2011
                                                            • Children drive usage of dishwashing products
                                                              • Figure 18: Population, by age, 2006-16
                                                          • Segment Performance

                                                            • Key points
                                                              • Dishwasher detergent outpaces dishwashing liquid in 2009-11
                                                                • Sales of dishwashing products, by segment
                                                                  • Figure 19: Sales of dishwashing products, segmented by type, 2009 and 2011
                                                              • Segment Performance—Dishwashing Liquid

                                                                • Key points
                                                                  • Sluggish sales as the economy improves, but a rebound is in sight
                                                                    • Sales and forecast of dishwashing liquid
                                                                      • Figure 20: Sales and forecast of dishwashing liquid, at current prices, 2006-16
                                                                  • Segment Performance—Dishwasher Detergent/Rinse Aid

                                                                    • Key points
                                                                      • All-in-one dishwasher capsules still driving sales
                                                                        • Sales and forecast of dishwasher detergent/rinse aid
                                                                          • Figure 21: Sales and forecast of dishwasher detergent/rinse aid, at current prices, 2006-16
                                                                      • Retail Channels

                                                                        • Key points
                                                                          • Convenience and value draw in consumers
                                                                            • Sales of dishwashing products, by channel
                                                                              • Figure 22: Sales of dishwashing products, by channel, 2009 and 2011
                                                                          • Retail Channels—Supermarkets

                                                                            • Key points
                                                                              • The competition has taken over
                                                                                • Supermarket sales of dishwashing products
                                                                                  • Figure 23: Supermarket sales of dishwashing products, at current prices, 2006-11
                                                                              • Retail Channels—Drug Stores

                                                                                • Key points
                                                                                  • Drug stores capture the largest share increase
                                                                                    • Drug store sales of dishwashing products
                                                                                      • Figure 24: Drug store sales of dishwashing products, at current prices, 2006-11
                                                                                  • Retail Channels—Other Retailers

                                                                                    • Key points
                                                                                      • Consumers still prefer value despite the economic rebound
                                                                                        • Other retail channel sales of dishwashing products
                                                                                          • Figure 25: Other retail channel sales of dishwashing products, at current prices, 2006-11
                                                                                      • Leading Companies

                                                                                        • Key points
                                                                                          • Reckitt Benckiser has a strong Finish
                                                                                            • Manufacturer sales of dishwashing products
                                                                                              • Figure 26: Manufacturer sales of dishwashing products, 2010 and 2011
                                                                                          • Brand Share—Dishwashing Liquid

                                                                                            • Key points
                                                                                              • Colgate-Palmolive shows the greatest gain in sales growth in 2010-11
                                                                                                • P&G still has the largest market share in dishwashing liquids
                                                                                                  • Private label brands falter
                                                                                                    • Manufacturer sales of dishwashing liquid
                                                                                                      • Figure 27: Manufacturer sales of dishwashing liquid, 2010 and 2011
                                                                                                  • Brand Share—Dishwasher Detergent/Rinse Aid

                                                                                                    • Key points
                                                                                                      • Highest sales growth from 2010-11 goes to Finish
                                                                                                        • P&G has the greatest brand share in dishwasher detergent
                                                                                                          • Rinse aids and multipurpose products drove growth from 2010-11
                                                                                                            • Manufacturer sales of dishwasher detergent/rinse aid
                                                                                                              • Figure 28: Manufacturer sales of dishwasher detergent/rinse aid, 2010 and 2011
                                                                                                          • Innovations and Innovators

                                                                                                            • Launches of liquids outpace new dishwasher detergent product introductions
                                                                                                              • Figure 29: Launches of new dishwashing products, 2006-12
                                                                                                            • Private labels introduce higher margin dishwasher products
                                                                                                              • Figure 30: Launches of new dishwashing products, 2006-12
                                                                                                            • Private labels introduce higher margin dishwasher products
                                                                                                              • Growth in green product claims and sales outpacing the conventional market
                                                                                                                • Figure 31: Dishwashing liquid product launches, top 10 claims, 2006-11
                                                                                                                • Figure 32: Dishwasher detergent/rinse aid product launches, top 10 claims, 2006-11
                                                                                                                • Figure 33: Manufacturer sales of green dishwashing liquid, 2006-11
                                                                                                                • Figure 34: Manufacturer sales of green dishwasher detergent/rinse aids, 2006-11
                                                                                                              • Green products adopt popular innovations
                                                                                                                • Innovation around scents continues
                                                                                                                  • Sensitive skin
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview of the brand landscape
                                                                                                                      • Marketing drives performance of green brands
                                                                                                                        • Online initiatives
                                                                                                                          • Social media efforts
                                                                                                                            • TV campaigns
                                                                                                                              • Dawn would do anything for you
                                                                                                                                • Figure 35: Procter & Gamble/Dawn, “Even a mother can’t” television ad, 2011
                                                                                                                              • Dawn reaching out to Hispanic consumers
                                                                                                                                • Figure 36: Procter & Gamble/Dawn, “El ultimo grito de la moda (The last word in fashion)” television ad, 2011
                                                                                                                              • Cascade: Beyond your wildest clean
                                                                                                                                • Figure 37: Procter & Gamble/Cascade, “Powerful vessel” television ad, 2011
                                                                                                                              • Finish Dishwasher Cleaner takes out the trash
                                                                                                                                • Figure 38: Reckitt Benckiser/Finish Dishwasher Cleaner, “Taking out the trash” television ad, 2011
                                                                                                                              • Lysol No-Touch Kitchen System
                                                                                                                                • Figure 39: Reckitt Benckiser/Lysol, “Lysol No-Touch Kitchen System” television ad, 2012
                                                                                                                              • In print
                                                                                                                              • Frequency of Hand Washing Dishes

                                                                                                                                • Key points
                                                                                                                                  • Hand washing nearly universal
                                                                                                                                    • Hand washing more frequent in lower-income households
                                                                                                                                      • Figure 40: Frequency of washing dishes by hand, by household income, December 2011
                                                                                                                                    • Frequent dishwasher use doesn’t eliminate hand washing
                                                                                                                                      • Figure 41: Frequency of washing dishes by hand, by frequency of washing dishes in dishwasher, December 2011
                                                                                                                                  • Frequency of Washing Dishes in Dishwasher

                                                                                                                                    • Key points
                                                                                                                                      • Higher-income households more likely to own and use dishwashers
                                                                                                                                        • Figure 42: Frequency of washing dishes in dishwasher, by household income, December 2011
                                                                                                                                      • Frequency of dishwasher use driven by household size
                                                                                                                                        • Figure 43: Frequency of washing dishes in dishwasher, by household size, December 2011
                                                                                                                                    • Share of Washing by Hand vs. Washing in Dishwasher

                                                                                                                                      • Key points
                                                                                                                                        • Hand washing most common with consumers younger than 35
                                                                                                                                          • Figure 44: Share of dishwashing done by hand, by age, December 2011
                                                                                                                                        • Lower-income households do majority of dishes by hand
                                                                                                                                          • Figure 45: Share of dishwashing done by hand, by household income, December 2011
                                                                                                                                      • Dishwashing Liquid Usage

                                                                                                                                        • Key points
                                                                                                                                          • Dishwashing liquid usage nearly universal
                                                                                                                                            • Figure 46: Use of dishwashing liquid, July 2010-September 2011
                                                                                                                                          • Ultra-concentrated dishwashing liquid still hasn’t achieved widespread adoption
                                                                                                                                            • Figure 47: Forms of dishwashing liquid used, July 2010-September 2011
                                                                                                                                          • Dawn dominates in penetration
                                                                                                                                            • Figure 48: Brands of dishwashing liquid used, July 2010-September 2011
                                                                                                                                          • Tablets continue to gain share from powder
                                                                                                                                            • Figure 49: Types of automatic dishwashing detergent, July 2010-September 2011
                                                                                                                                          • Cascade clear leader in dishwasher detergents
                                                                                                                                            • Figure 50: Brands of automatic dishwashing detergent, July 2010-September 2011
                                                                                                                                        • Brand Selection

                                                                                                                                          • Key points
                                                                                                                                            • Name brands preferred by 74% of consumers
                                                                                                                                              • Figure 51: Brand selection—soap for hand washing dishes and automatic dishwashers, December 2011
                                                                                                                                            • Consumers younger than 45 and low-income households most likely to use private label dishwashing liquid
                                                                                                                                              • Figure 52: Brand selection—soap for hand washing dishes, by age, December 2011
                                                                                                                                              • Figure 53: Brand selection—soap for hand washing dishes, by household income, December 2011
                                                                                                                                            • Seniors most brand loyal for dishwasher detergent
                                                                                                                                              • Figure 54: Brand selection—soap for dishwashers, by age, December 2011
                                                                                                                                            • Lower-income households favor budget brands
                                                                                                                                              • Figure 55: Brand selection—soap for dishwashers, by household income, December 2011
                                                                                                                                          • Brand Satisfaction

                                                                                                                                            • Key points
                                                                                                                                              • Satisfaction with dishwashing products widespread, but a vocal minority of consumers are unhappy with dishwasher detergents
                                                                                                                                                  • Figure 56: Brand satisfaction—soap for hand washing dishes and dishwashers, December 2011
                                                                                                                                                • Men looking for more in dishwashing products
                                                                                                                                                  • Figure 57: Brand satisfaction—soap for hand washing dishes, by gender, December 2011
                                                                                                                                                  • Figure 58: Brand satisfaction—soap for dishwashers, by gender, December 2011
                                                                                                                                                • Seniors content with their current brands of dishwashing products
                                                                                                                                                  • Figure 59: Brand satisfaction—soap for hand washing dishes, by age, December 2011
                                                                                                                                                  • Figure 60: Brand satisfaction—soap for dishwashers, by age, December 2011
                                                                                                                                                • Higher-income households ($50K+) expect more from dishwashing products
                                                                                                                                                  • Figure 61: Brand satisfaction—soap for hand washing dishes, by household income, December 2011
                                                                                                                                                  • Figure 62: Brand satisfaction—soap for dishwashers, by household income, December 2011
                                                                                                                                              • Attitudes toward Dishwashers

                                                                                                                                                • Key points
                                                                                                                                                  • Busy women love their dishwashers
                                                                                                                                                    • Figure 63: Attitudes toward dishwashers, by gender, December 2011
                                                                                                                                                  • Seniors see dishwashers as effective cleaning tools
                                                                                                                                                    • Figure 64: Attitudes toward dishwashers, by age, December 2011
                                                                                                                                                  • Lower-income households more skeptical of dishwashers’ value
                                                                                                                                                    • Figure 65: Attitudes toward dishwashers, by household income, December 2011
                                                                                                                                                • Interest in Product Properties

                                                                                                                                                  • Key points
                                                                                                                                                    • Extra-strength cleaning power and antibacterial properties most desired product qualities
                                                                                                                                                      • Figure 66: Interested in trying in soap for hand washing dishes and/or automatic dishwashers, December 2011
                                                                                                                                                    • Women prioritize skincare and green qualities in dishwashing liquid
                                                                                                                                                      • Figure 67: Interested in trying in soap for hand washing dishes, by gender, December 2011
                                                                                                                                                    • 18-24s seek convenience and novelty in dishwashing liquid
                                                                                                                                                      • Figure 68: Interested in trying in soap for hand washing dishes, by age, December 2011
                                                                                                                                                    • Women look for green qualities along with cleaning power
                                                                                                                                                      • Figure 69: Interested in trying in soap for dishwashers, by gender, December 2011
                                                                                                                                                    • Older consumers focus on performance of dishwasher detergents
                                                                                                                                                      • Figure 70: Interested in trying in soap for dishwashers, by age, December 2011
                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                    • Key points
                                                                                                                                                      • Hispanics, Asians, and blacks wash dishes frequently
                                                                                                                                                        • Figure 71: Frequency of washing dishes by hand, by race/Hispanic origin, December 2011
                                                                                                                                                        • Figure 72: Frequency of washing dishes in dishwasher, by race/Hispanic origin, December 2011
                                                                                                                                                      • Many whites rely on dishwashers
                                                                                                                                                        • Figure 73: Share of dishwashing done by hand, by race/Hispanic origin, December 2011
                                                                                                                                                      • Hispanics and blacks most brand loyal for dishwashing liquid
                                                                                                                                                        • Figure 74: Brand selection—soap for hand washing dishes, by race/Hispanic origin, December 2011
                                                                                                                                                        • Figure 75: Brand satisfaction—soap for hand washing dishes, by race/Hispanic origin, December 2011
                                                                                                                                                      • Blacks and Hispanics value performance in dishwashing liquids
                                                                                                                                                        • Figure 76: Interested in trying in soap for hand washing dishes, by race/Hispanic origin, December 2011
                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                      • Key points
                                                                                                                                                        • Teens at home mean more frequent dishwashing
                                                                                                                                                            • Figure 77: Frequency of washing dishes by hand, by parents with children and age, December 2011
                                                                                                                                                            • Figure 78: Frequency of washing dishes in dishwasher, by parents with children and age, December 2011
                                                                                                                                                          • Young families value convenience of dishwashers
                                                                                                                                                            • Figure 79: Attitudes toward dishwashers, by parents with children and age, December 2011
                                                                                                                                                          • Parents of young children want antibacterial dishwashing products
                                                                                                                                                              • Figure 80: Interested in trying in soap for hand washing dishes, by parents with children and age, December 2011
                                                                                                                                                              • Figure 81: Interested in trying in soap for dishwashers, by parents with children and age, December 2011
                                                                                                                                                          • Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data

                                                                                                                                                              • Overview of dish detergent
                                                                                                                                                                • Dishwashing liquid
                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                    • Brand map
                                                                                                                                                                      • Figure 82: Brand map, selected brands of dish detergent buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                        • Figure 83: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                      • Dishwasher detergents/additives
                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                          • Brand map
                                                                                                                                                                            • Figure 84: Brand map, selected brands of dishwasher detergent/additive buying rate, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                              • Figure 85: Key purchase measures for the top brands of dishwashers detergent/additive, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                              • Figure 86: Frequency of washing dishes in dishwasher, by frequency of washing dishes by hand, December 2011
                                                                                                                                                                              • Figure 87: Share of dishwashing done in a dishwasher, by age, December 2011
                                                                                                                                                                              • Figure 88: Share of dishwashing done in a dishwasher, by household income, December 2011
                                                                                                                                                                              • Figure 89: Interested in trying in soap for hand washing dishes, by household income, December 2011
                                                                                                                                                                              • Figure 90: Interested in trying in soap for dishwashers, by household income, December 2011
                                                                                                                                                                            • Blacks and Hispanics more skeptical about the benefits of dishwashers
                                                                                                                                                                              • Figure 91: Attitudes toward dishwashers, by race/Hispanic origin, December 2011
                                                                                                                                                                              • Figure 92: Brand selection—soap for dishwashers, by race/Hispanic origin, December 2011
                                                                                                                                                                              • Figure 93: Brand satisfaction—soap for dishwashers, by race/Hispanic origin, December 2011
                                                                                                                                                                              • Figure 94: Interested in trying in soap for dishwashers, by race/Hispanic origin, December 2011
                                                                                                                                                                          • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                              • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Applebee's International Inc.
                                                                                                                                                                                • Clorox Company , The
                                                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                • Denny's Corporation
                                                                                                                                                                                • Earth Friendly Products
                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                • Method Products, Inc.
                                                                                                                                                                                • Olay Company, Inc.
                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                • Seventh Generation Inc.
                                                                                                                                                                                • The Soap and Detergent Association
                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                • Yankee Candle Company Inc., The
                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                Dishwashing Products - US - April 2012

                                                                                                                                                                                £3,199.84 (Excl.Tax)