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Dishwashing Products - US - May 2013

“Key to keeping the dishwashing products category on a growth track is keeping consumers focused on added benefits and new features rather than price comparisons. A steady stream of new products promising superior performance and a pleasant dishwashing experience will help to keep consumers engaged with the category.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • How do consumers measure value in the market?
  • How important are sensory benefits in dishwashing liquids?
  • Could more consumer education benefit the dishwasher detergent segment?
  • What new opportunities are there for dishwashing product brands to strengthen the connection with consumers?
 

The dishwashing products category has turned in a solid performance over the last several years as consumers have reprioritized the kitchen and home meal preparation during the recession and after. Consumers have also shown interest in and a willingness to pay a little more for products that improve performance, simplify, or enhance the task of dishwashing. Looking ahead, the opportunity for continued growth lies in keeping consumers engaged in product benefits rather than price comparisons.

This report explores these dynamics and more and provides in-depth analysis of sales and market share trends in the category, an examination of both traditional advertising and social media efforts, and exclusive Mintel research into attitudes and behaviors concerning dishwashing products and washing the dishes.

For the purposes of this report, Mintel defines dishwashing products as follows:

    • dishwashing liquid for hand washing dishes
    • detergent for automatic dishwashers
    • rinse aids for automatic dishwashers.

This report excludes towels, scrubbers, and other tools used for cleaning.

 

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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

                        • The market
                          • Category grows on new products and refocus on home meal prep
                            • Figure 1: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
                          • Dishwashing liquid outperforms detergent 2010-12, but both segments gain in long run
                            • Figure 2: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
                          • Market factors
                            • Dishwasher ownership slips slightly
                              • Figure 3: Dishwasher ownership, 2008-12
                            • Time and money spent on home meal prep on the rise
                              • Figure 4: Time spent on food preparation and cleanup, 2007-11
                            • Retail channels
                              • Price- and value-driven channels capture market share
                                • Figure 5: Share of total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
                              • Key players
                                • Procter & Gamble fends off competition in both in dishwashing liquid and dishwasher detergent
                                  • Figure 6: Share of total MULO sales of dishwashing products, by leading companies, 52 weeks ending Feb. 24, 2013
                                • The consumer
                                  • Detergent usage incidence slips slightly as dishwashing liquid frequency of use ticks up
                                    • Figure 7: Household usage of dishwashing products, 2008-12
                                  • Unit-dose detergents continue to gain on liquids and powders
                                    • Figure 8: Types of dishwasher detergents used, 2008-12
                                  • Shoppers rely on well-known brands, less deal driven than in some household categories
                                    • Figure 9: Dishwashing liquid shopping behaviors, February 2013
                                  • Cleaning power a cost-of-entry benefit for dishwashing liquid
                                    • Figure 10: Interest in dishwashing liquid attributes, February 2013
                                  • Performance benefits key for dishwasher detergent, others secondary
                                    • Figure 11: Interest in dishwasher detergent attributes, February 2013
                                  • Could dishwashing responsibility be shared more equally?
                                    • Figure 12: Dishwashing behaviors—washing by hand, February 2013
                                  • Dishwashing liquid versatility presents opportunity for education and idea sharing
                                    • Figure 13: Dishwashing attitudes—washing by hand, February 2013
                                  • What we think
                                  • Issues in the Market

                                      • How do consumers measure value in the market?
                                        • How important are sensory benefits in dishwashing liquids?
                                          • Could more consumer education benefit the dishwasher detergent segment?
                                            • What new opportunities are there for dishwashing product brands to strengthen the connection with consumers?
                                            • Insights and Opportunities

                                              • Positively natural
                                                • Figure 14: Total MULO sales of selected eco-friendly dishwashing products, 2010-12
                                              • Beyond the sink
                                                • Sharing the experience
                                                • Trend Applications

                                                    • Trend: Objectify
                                                      • Trend: Perfecting the Details
                                                        • Mintel Futures: Brand Intervention
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Category grows on new products and refocus on home meal prep
                                                              • Figure 15: Total U.S. retail sales and forecast of dishwashing products, at current prices, 2007-17
                                                              • Figure 16: Total U.S. retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 17: Total U.S. retail sales and fan chart forecast of dishwashing products, at current prices, 2007-17
                                                            • Market Drivers

                                                              • Household income stabilizes but remains weak
                                                                • Figure 18: Median household income, in inflation-adjusted dollars, 2001-11
                                                              • Dishwasher ownership slips slightly
                                                                • Figure 19: Dishwasher ownership, 2008-12
                                                              • Dishwasher ownership concentrated in higher-income households
                                                                • Figure 20: Dishwasher ownership, by household income, Aug. 2011-Aug. 2012
                                                              • Time spent on home meal prep and cleanup on the rise
                                                                • Figure 21: Time spent on food preparation and cleanup, by gender, 2007-11
                                                              • More money spent on food at home
                                                                • Figure 22: Percentage of total food expenditures on food at home and food away from home, 2007-11
                                                            • Segment Performance

                                                              • Key points
                                                                • Both segments gain ground in shaky economy
                                                                  • Figure 23: Total U.S. retail sales of dishwashing products, by segment, at current prices, 2010 and 2012
                                                              • Segment – Dishwashing Liquid

                                                                • Key points
                                                                  • Shaky economy sets stage for segment growth
                                                                    • Figure 24: Total U.S. retail sales and forecast of dishwashing liquid, at current prices, 2007-17
                                                                • Segment – Dishwasher Detergent/Rinse Aid

                                                                  • Key points
                                                                    • Segment sales appear to stall on pricing action
                                                                      • Value-added products poised to boost sales in coming years
                                                                        • Figure 25: Total U.S. retail sales and forecast of dishwasher liquid, at current prices, 2007-17
                                                                    • Retail Channels

                                                                      • Key points
                                                                        • Price- and value-driven channels capture market share
                                                                          • Figure 26: Total U.S. retail sales of dishwashing products, by channel, at current prices, 2010-12
                                                                      • Retail Channels – Supermarkets

                                                                        • Key points
                                                                          • Supermarkets grow category sales but lose share
                                                                            • Figure 27: U.S. supermarket sales of dishwashing products, at current prices, 2007-12
                                                                        • Retail Channels – Drug Stores

                                                                          • Key points
                                                                            • Drug stores post solid gain over five-year period
                                                                              • Figure 28: U.S. drug store sales of dishwashing products, at current prices, 2007-12
                                                                          • Retail Channels – Other Channels

                                                                            • Key points
                                                                              • Other channels gain on continued prevalence of value shopping
                                                                                • Figure 29: U.S. sales of dishwashing products in other channels, at current prices, 2007-12
                                                                            • Retail Channels – Natural Supermarkets

                                                                              • Key points
                                                                                • Insights
                                                                                  • Sales of dishwashing products in the natural channel
                                                                                    • Figure 30: Natural supermarket sales of dishwashing products, at current prices, 2010-12*
                                                                                    • Figure 31: Natural supermarket sales of dishwashing products, at inflation-adjusted prices, 2010-12*
                                                                                  • Brands of note and innovators
                                                                                    • Figure 32: Sales and share of dishwashing products in natural supermarkets, 2010* and 2012*
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • P&G fends of competition in both segments
                                                                                      • Beyond the big three: opportunities for targeted lines
                                                                                        • Figure 33: Total MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                    • Brand Share – Dishwashing Liquid

                                                                                      • Key points
                                                                                        • Dawn holds share on base-brand strength, scent variety
                                                                                          • Colgate-Palmolive increases segment sales but loses share
                                                                                            • Other competitors gain on innovation and eco-friendliness
                                                                                              • Figure 34: Total MULO sales of dishwashing liquid, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                          • Brand Share – Dishwasher Detergent/Rinse Aid

                                                                                            • Key points
                                                                                              • Finish maintains the momentum
                                                                                                • Cascade responds with Platinum
                                                                                                  • Multiple-benefit products and additives gain momentum
                                                                                                    • Figure 35: Total MULO sales of dishwasher detergent/rinse aid, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                • Innovations and Innovators

                                                                                                  • Launches maintain steady pace after rebounding from 2009 dip
                                                                                                    • Figure 36: Launches of new dishwashing products, percentages by type, 2007-12
                                                                                                    • Figure 37: Launches of new dishwashing products, percentages by name brand or private label for each type, 2007-12
                                                                                                  • Eco-friendly claims a common denominator across the category
                                                                                                    • Figure 38: Dishwashing liquid launches, top claims, 2007-12
                                                                                                    • Figure 39: Dishwasher detergent, rinse aid, and dishwasher care launches, top claims, 2007-12
                                                                                                  • Many launches, a handful of key themes
                                                                                                    • Scent variety
                                                                                                      • Skin friendliness
                                                                                                        • Cleaning power
                                                                                                          • Eco-friendly
                                                                                                          • Marketing Strategies

                                                                                                            • Overview
                                                                                                              • Dawn dominates dishwashing liquid marketing spending
                                                                                                                • Two-brand battle in dishwasher detergent
                                                                                                                  • Figure 40: Measured media advertising spending of leading dishwashing product brands, 2010 and 2011
                                                                                                                • Dawn stresses value over lower-priced competition
                                                                                                                  • Figure 41: Dawn “I Want More Suds” TV ad, 2013
                                                                                                                • Dawn Hand Renewal positions skin protection and beauty care
                                                                                                                  • Figure 42: Dawn “Hand it To You” TV ad, 2013
                                                                                                                • Finish keeps the “revolution” going
                                                                                                                  • Figure 43: Finish “Revolution” TV ad, 2013
                                                                                                                • Cascade takes more competitive stance with Kitchen Counselor campaign
                                                                                                                  • Figure 44: Cascade Complete “You didn’t have to come over” TV ad, 2012
                                                                                                                • Cascade Platinum promises to clean dishes and dishwasher
                                                                                                                  • Figure 45: Cascade Platinum “You’re Too Perfect” TV ad, 2013
                                                                                                                • OxiClean cites changes in detergents in spot for dishwashing booster
                                                                                                                  • Figure 46: OxiClean Dishwashing Booster “here’s some good news” TV ad, 2013
                                                                                                              • Social Media

                                                                                                                • Key points
                                                                                                                  • Key social media metrics
                                                                                                                    • Figure 47: Key brand metrics, dishwashing brands, April 2013
                                                                                                                  • Market overview
                                                                                                                    • Brand usage and awareness
                                                                                                                      • Figure 48: Usage and awareness of selected dishwashing brands, February 2013
                                                                                                                    • Interaction with brands
                                                                                                                      • Figure 49: Interaction with selected dishwashing brands, February 2013
                                                                                                                    • Online conversations
                                                                                                                      • Figure 50: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                      • Figure 51: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
                                                                                                                    • Where are people talking about dishwashing brands?
                                                                                                                      • Figure 52: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                    • What are people talking about online?
                                                                                                                      • Figure 53: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                      • Figure 54: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
                                                                                                                      • Figure 55: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
                                                                                                                    • Brand analysis
                                                                                                                      • Dawn
                                                                                                                        • Figure 56: Dawn key social media indicators, April 2013
                                                                                                                      • Key online campaigns
                                                                                                                        • What we think
                                                                                                                          • Finish
                                                                                                                            • Figure 57: Finish key social media indicators, April 2013
                                                                                                                          • Key online campaigns
                                                                                                                            • What we think
                                                                                                                              • Cascade
                                                                                                                                • Figure 58: Cascade key social media indicators, April 2013
                                                                                                                              • Key online campaigns
                                                                                                                                • What we think
                                                                                                                                  • Palmolive
                                                                                                                                    • Key online campaigns
                                                                                                                                      • What we think
                                                                                                                                        • Seventh Generation
                                                                                                                                          • Figure 59: Seventh Generation key social media indicators, April 2013
                                                                                                                                        • Key online campaigns
                                                                                                                                          • What we think
                                                                                                                                            • Method
                                                                                                                                              • Figure 60: Method key social media indicators, April 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                              • Dishwashing Product Usage

                                                                                                                                                • Key points
                                                                                                                                                  • Dishwashing liquid usage holds steady, detergent usage slips slightly
                                                                                                                                                    • Figure 61: Household usage of dishwashing products, 2008-12
                                                                                                                                                  • Dishwashing liquid usage frequency ticks up
                                                                                                                                                    • Figure 62: Frequency of using dishwashing products, 2008-12
                                                                                                                                                  • Unit-dose detergents continue to gain
                                                                                                                                                    • Figure 63: types of dishwasher detergents used, 2008-12
                                                                                                                                                    • Figure 64: types of dishwasher detergents used, 2008-12
                                                                                                                                                • Dishwashing Frequency

                                                                                                                                                  • Key points
                                                                                                                                                    • Women more likely than men to report frequent dishwashing by hand
                                                                                                                                                      • Older adults less frequent dishwasher users
                                                                                                                                                        • Figure 65: Dishwashing frequency, by gender and age, February 2013
                                                                                                                                                      • Higher-income households more likely to use dishwasher detergent
                                                                                                                                                        • Figure 66: Dishwashing frequency, by household income, February 2013
                                                                                                                                                      • Larger households wash dishes more frequently
                                                                                                                                                        • Figure 67: Dishwashing frequency, by household size, February 2013
                                                                                                                                                    • Dishwashing Product Shopping Responsibility

                                                                                                                                                      • Women more likely to be primary purchasers, but balance may be shifting
                                                                                                                                                        • Figure 68: Dishwashing products shopping responsibility, by gender and age, February 2013
                                                                                                                                                    • Dishwashing Product Shopping Behaviors

                                                                                                                                                      • Key points
                                                                                                                                                        • Category shoppers rely on well-known brands
                                                                                                                                                          • Deal shopping less prevalent than in some other household categories
                                                                                                                                                            • Opportunity to focus shopping on benefits rather than price
                                                                                                                                                              • Figure 69: Dishwashing liquid shopping behaviors, by gender and age, February 2013
                                                                                                                                                          • Interest in Dishwashing Product Attributes

                                                                                                                                                            • Key points
                                                                                                                                                              • Cleaning power a cost-of-entry benefit for dishwashing liquid
                                                                                                                                                                • Interest in dishwashing liquids with antibacterial properties remains strong
                                                                                                                                                                  • Sensory benefits and skincare essential themes for dishwashing liquids
                                                                                                                                                                    • Eco-friendly gets personal
                                                                                                                                                                      • Figure 70: Interest in dishwashing liquid attributes, by gender and age, February 2013
                                                                                                                                                                    • Performance benefits key for dishwasher detergent, others secondary
                                                                                                                                                                      • Opportunity for education in stores
                                                                                                                                                                        • Figure 71: Interest in dishwasher detergent attributes, by gender and age, February 2013
                                                                                                                                                                    • Dishwashing Behaviors

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Could dishwashing responsibility be shared more equally?
                                                                                                                                                                          • Time-pressed young adults likely to let dishes sit unwashed in the sink
                                                                                                                                                                            • Figure 72: Dishwashing behaviors—washing by hand, by gender and age, February 2013
                                                                                                                                                                          • More than half of dishwasher users rinse dishes well first
                                                                                                                                                                            • Figure 73: Dishwashing behaviors – using a dishwasher, by gender and age, February 2013
                                                                                                                                                                        • Dishwashing Attitudes

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sanitizing dishes an opportunity for liquids and detergents
                                                                                                                                                                              • Figure 74: Dishwashing attitudes, by gender and age, February 2013
                                                                                                                                                                            • Older adults appreciate versatility of dishwashing liquid
                                                                                                                                                                              • Figure 75: Dishwashing attitudes—washing by hand, by gender and age, February 2013
                                                                                                                                                                            • Lower-income consumers more engaged in dishwashing experience
                                                                                                                                                                              • Figure 76: Dishwashing attitudes—washing by hand, by household income, February 2013
                                                                                                                                                                            • Opportunity to educate dishwasher users on energy efficiency, other issues
                                                                                                                                                                              • Figure 77: Dishwashing attitudes—using a dishwasher, by gender and age, February 2013
                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Hispanic, Asian, black households wash dishes by hand more frequently
                                                                                                                                                                                • Figure 78: Dishwashing frequency, by race/Hispanic origin, February 2013
                                                                                                                                                                              • Shoppers in all groups tend to opt for well-known brands
                                                                                                                                                                                • Figure 79: Dishwashing liquid shopping behaviors, by race/Hispanic origin, February 2013
                                                                                                                                                                              • Black and Hispanic consumers especially interested in antibacterial products
                                                                                                                                                                                • Figure 80: Dishwashing liquid attribute importance, by race/Hispanic origin, February 2013
                                                                                                                                                                              • Blacks’ and Hispanics’ detergent preferences consistent with liquids
                                                                                                                                                                                • Figure 81: Dishwasher detergent attribute importance, by race/Hispanic origin, February 2013
                                                                                                                                                                              • Black consumers likely to appreciate the versatility of dishwashing liquids
                                                                                                                                                                                • Figure 82: Dishwashing attitudes—washing by hand, by race/Hispanic origin, February 2013
                                                                                                                                                                            • Household Care Segmentation

                                                                                                                                                                                • Figure 83: Household care segments, February 2013
                                                                                                                                                                              • Super Cleaners
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Household care characteristics
                                                                                                                                                                                    • Dishwashing products category characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Disengageds
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Household care characteristics
                                                                                                                                                                                              • Dishwashing products category characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Easy Greens
                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                      • Home care characteristics
                                                                                                                                                                                                        • Dishwashing product category characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                                                                              • Figure 84: General home care attitudes, any agree, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 85: General home care attitudes, strongly agree, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 86: Dishwashing products shopping responsibility, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 87: Dishwashing frequency, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 88: Dishwashing liquid shopping behaviors, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 89: Dishwasher detergent shopping behaviors, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 90: Dishwashing behaviors—washing by hand, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 91: Dishwashing behaviors—using a dishwasher, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 92: Dishwashing liquid attribute importance, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 93: Dishwasher detergent attribute importance, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 94: Dishwashing attitudes, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 95: Dishwashing attitudes—washing by hand, by household care segments, February 2013
                                                                                                                                                                                                              • Figure 96: Dishwashing attitudes—using a dishwasher, by household care segments, February 2013
                                                                                                                                                                                                            • Cluster demographic tables
                                                                                                                                                                                                              • Figure 97: Household care segments, by demographics, February 2013
                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                            • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                • Overview of dishwashing products
                                                                                                                                                                                                                  • Dishwashing liquid
                                                                                                                                                                                                                    • Consumer insights on key purchase measures—dishwashing liquid
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 98: Brand map, selected brands of dishwashing liquid, by household penetration, 2012*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 99: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 2012*
                                                                                                                                                                                                                        • Dishwasher detergent/additive
                                                                                                                                                                                                                          • Consumer insights on key purchase measures—dishwasher detergent/additive
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 100: Brand map, selected brands of dishwasher detergent/additive buying rate, by household penetration, 2012*
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 101: Key purchase measures for the top brands of dishwasher detergent/additive, by household penetration, 2012*
                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                              • Gender and presence of children younger than 18
                                                                                                                                                                                                                                • Presence of kids increases the frequency of dishwashing
                                                                                                                                                                                                                                  • Figure 102: Dishwashing frequency, by gender and presence of children in household, February 2013
                                                                                                                                                                                                                                • Households with kids not much more likely to share dishwashing duty
                                                                                                                                                                                                                                  • Figure 103: Dishwashing behaviors—washing by hand, by gender and presence of children in household, February 2013
                                                                                                                                                                                                                                • Small differences in attribute importance between parents and nonparents
                                                                                                                                                                                                                                  • Figure 104: Dishwashing liquid attribute importance, by gender and presence of children in household, February 2013
                                                                                                                                                                                                                                • Opportunity to educate parents on versatility of dishwashing liquid
                                                                                                                                                                                                                                  • Figure 105: Dishwashing attitudes—washing by hand, by gender and presence of children in household, February 2013
                                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                • Dishwashing product shopping behaviors
                                                                                                                                                                                                                                  • Figure 106: Dishwashing liquid shopping behaviors, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 107: Dishwashing liquid shopping behaviors, by household size, February 2013
                                                                                                                                                                                                                                  • Figure 108: Dishwasher detergent shopping behaviors, by gender and age, February 2013
                                                                                                                                                                                                                                  • Figure 109: Dishwasher detergent shopping behaviors, by household income, February 2013
                                                                                                                                                                                                                                • Interest in dishwashing product attributes
                                                                                                                                                                                                                                  • Figure 110: Interest in dishwashing liquid attributes, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 111: Interest in dishwasher detergent attributes, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 112: Interest in dishwasher detergent attributes, by household size, February 2013
                                                                                                                                                                                                                                • Dishwashing behaviors
                                                                                                                                                                                                                                  • Figure 113: Dishwashing behaviors—washing by hand, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 114: Dishwashing behaviors—washing by hand, by household size, February 2013
                                                                                                                                                                                                                                  • Figure 115: Dishwashing behaviors—using a dishwasher, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 116: Dishwashing behaviors—using a dishwasher, by household size, February 2013
                                                                                                                                                                                                                                • Dishwashing attitudes
                                                                                                                                                                                                                                  • Figure 117: Dishwashing attitudes, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 118: Dishwashing attitudes, by household size, February 2013
                                                                                                                                                                                                                                  • Figure 119: Dishwashing attitudes—washing by hand, by household size, February 2013
                                                                                                                                                                                                                                  • Figure 120: Dishwashing attitudes—using a dishwasher, by household income, February 2013
                                                                                                                                                                                                                                  • Figure 121: Dishwashing attitudes—using a dishwasher, by household size, February 2013
                                                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                  • Figure 122: Brand usage or awareness, February 2013
                                                                                                                                                                                                                                  • Figure 123: Dawn usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 124: Cascade usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 125: Palmolive usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 126: Finish usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 127: Seventh generation usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 128: Method usage or awareness, by demographics, February 2013
                                                                                                                                                                                                                                • Activities done
                                                                                                                                                                                                                                  • Figure 129: Activities done, February 2013
                                                                                                                                                                                                                                  • Figure 130: Dawn—activities done, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 131: Cascade—activities done, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 132: Palmolive—activities done, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 133: Finish—activities done, by demographics, February 2013
                                                                                                                                                                                                                                  • Figure 134: Seventh generation —activities done, by demographics, February 2013
                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                  • Figure 135: Percentage of consumer conversation by selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                                                                                                                                  • Figure 136: Online mentions, selected dishwashing brands, by day, Jan. 16-April 15, 2013
                                                                                                                                                                                                                                  • Figure 137: Mentions by page type, selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                                                                                                                                  • Figure 138: Mentions by type of conversation, selected dishwashing brands, Jan. 16-April 15, 2013
                                                                                                                                                                                                                                  • Figure 139: Major areas of discussion surrounding dishwashing brands, by day, Jan. 16-April 15, 2013
                                                                                                                                                                                                                                  • Figure 140: Major areas of discussion surrounding dishwashing brands, by page type, Jan. 16-April 15, 2013
                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Colgate-Palmolive Company
                                                                                                                                                                                                                                • Family Dollar Stores, Inc
                                                                                                                                                                                                                                • Method Products, Inc.
                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                                                                                                Dishwashing Products - US - May 2013

                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)