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Dishwashing Products - US - May 2014

“The dishwashing products category has turned in better sales performance than most other household product categories over the past five years. Still there are opportunities to accelerate sales further by placing greater emphasis on the versatility of dishwashing liquids and the long-term value of dish care.”
- John Owen, Senior Household Analyst

This report deals with some of the following issues:

  • Could use away from the kitchen sink help build dishwashing liquid sales?
  • Movements toward more sustainable dishwashing
  • Making dishwashing an investment in dish care
The $3 billion dishwashing products category has posted steady gains over the several years, outperforming most other major household product categories. While the category has benefited from a recession-inspired refocus on the kitchen and home meal prep, leading competitors have been successful in launching new products that improve dishwashing performance and create a more pleasant dishwashing experience.
 
Looking ahead, the opportunity for continued growth lies in keeping consumers engaged in product benefits rather than price comparisons.
 
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
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • New products help category maintain sales growth momentum
                          • Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2008-18
                        • Dishwashing liquid outperforms detergent/rinse aid in past two years
                          • Figure 2: Sales of dishwashing products, segmented, by type, 2011 and 2013
                        • Key players
                          • Three dominant competitors leave only small window for others
                            • Figure 3: Manufacturer sales of dishwashing products, 2013 and 2014
                          • The consumer
                            • Dishwashing product usage holds steady
                              • Figure 4: Household usage of dishwashing products, 2009-13
                            • Cleaning power, sensory benefits top priorities in dishwashing liquid selection
                              • Figure 5: Dishwashing liquid attribute importance, February-March 2014
                            • Shifting behaviors: relatively few fill sink with sudsy water
                              • Figure 6: Dishwashing liquid attitudes and behaviors, February-March 2014
                            • Cleaning performance and protection are top priorities for detergent shoppers
                              • Figure 7: Dishwasher detergent attribute importance, February-March 2014
                            • Helping consumers break pre-rinsing habit could be opportunity for detergent brands
                              • Figure 8: Dishwasher detergent attitudes and behaviors, February-March 2014
                            • What we think
                            • Issues and Insights

                                • Could use away from the kitchen sink help build dishwashing liquid sales?
                                  • The issues
                                    • The implications
                                      • Toward more sustainable dishwashing
                                        • The issues
                                          • The implications
                                            • Make dishwashing an investment in dish care
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Objectify
                                                      • Trend: Factory Fear
                                                        • Trend: Sense of the Intense
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • New products help category maintain sales growth momentum
                                                              • Sales and forecast of dishwashing products
                                                                • Figure 9: Total US sales and forecast of dishwashing products, at current prices, 2008-18
                                                                • Figure 10: Total US sales and forecast of dishwashing products, at inflation-adjusted prices, 2008-18
                                                              • Fan chart forecast
                                                                  • Figure 11: Total US sales and fan chart forecast of dishwashing products, at current prices, 2008-18
                                                              • Market Drivers

                                                                • Dishwasher ownership edges down
                                                                  • Figure 12: Dishwasher ownership, 2009-13
                                                                • Dishwasher ownership more common in higher-income households
                                                                  • Figure 13: Dishwasher ownership, by household income, November 2012-December 2013
                                                                • Time spent on home meal prep increasing
                                                                  • Figure 14: Time spent on food preparation and cleanup, by gender, 2007-12
                                                                • Household income stabilizes but remains weak
                                                                  • Figure 15: Median household income, in inflation-adjusted dollars, 2002-12
                                                              • Segment Performance

                                                                • Key points
                                                                  • Dishwashing liquid outperforms detergent/rinse aid in past two years
                                                                    • Figure 16: Sales and forecast of dishwashing products, segmented by type, 2008-18
                                                                • Retail Channels

                                                                  • Key points
                                                                    • Price- and value- driven channels continue to capture share
                                                                      • Sales of dishwashing products, by channel
                                                                        • Figure 17: Sales of dishwashing products, by channel, 2011 and 2013
                                                                        • Figure 18: Sales of dishwashing products, by channel, 2008-13
                                                                    • Leading Companies

                                                                      • Key points
                                                                        • Three dominant competitors leave only small window for others
                                                                          • Manufacturer sales of dishwashing products
                                                                            • Figure 19: Manufacturer sales of dishwashing products, 2013 and 2014
                                                                        • Brand Share – Dishwashing Liquid

                                                                          • Key points
                                                                            • P&G gains share with fragrances
                                                                              • Palmolive emphasizes skin care
                                                                                • Price-focused competitors lose share at the expense of premium brands
                                                                                  • Manufacturer sales of dishwashing liquid
                                                                                    • Figure 20: Manufacturer sales of dishwashing liquid, 2013 and 2014
                                                                                    • Figure 21: Key purchase measures for the top brands of dishwashing liquid, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                • Brand Share – Dishwasher Detergent

                                                                                  • Key points
                                                                                    • Platinum helps P&G’s Cascade regain momentum in 2013
                                                                                      • New launches may intensify competition in 2014 and beyond
                                                                                        • OxiClean expands in segment, potentially intensifying price competition
                                                                                          • Manufacturer sales of dishwasher detergent/rinse aid
                                                                                            • Figure 22: Manufacturer sales of dishwasher detergent/rinse aid, 2013 and 2014
                                                                                            • Figure 23: Key purchase measures for the top brands of dishwasher detergent, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec 29, 2012 (year ago)
                                                                                        • Innovations and Innovators

                                                                                          • Dishwashing liquids account for majority of launches
                                                                                            • Figure 24: Launches of new dishwashing products, percentages by type, 2010-13
                                                                                          • Unit dose capsules and tablets become the norm for detergents
                                                                                            • Figure 25: Launches of new dishwasher detergents, percentages by product form, 2008-13
                                                                                          • Palmolive Dish & Sink introduces odor elimination and freshening benefits
                                                                                            • New Dawn and Method products facilitate spot dishwashing
                                                                                              • Packaging designed for show
                                                                                                • Ultra-concentrated crystals form from OxiClean
                                                                                                • Marketing Strategies

                                                                                                  • Cascade
                                                                                                    • A better value than bargain brands
                                                                                                      • Figure 26: Cascade Complete, “Math” TV spot, 2013
                                                                                                    • “Brilliant shine”
                                                                                                      • Figure 27: Cascade Platinum, “Mother In Law” TV spot, 2014
                                                                                                    • Finish Power & Free – Less harsh chemicals
                                                                                                      • Figure 28: Finish Power & Free, “It’s Time to Change” TV spot, 2014
                                                                                                    • Dawn dominates dishwashing liquid marketing
                                                                                                      • Grease-fighting and value
                                                                                                        • Figure 29: Dawn Ultra, “Drill Sergeant” 2013
                                                                                                      • Skin care
                                                                                                        • Figure 30: Dawn Hand Renewal, “You Make a Choice” 2014
                                                                                                      • Saving wildlife
                                                                                                        • Figure 31: Dawn, “Rescue Efforts Donation” 2014
                                                                                                    • Social Media

                                                                                                      • Key points
                                                                                                        • Market overview
                                                                                                          • Key social media metrics
                                                                                                            • Figure 32: key performance indicators, selected dishwashing products, April 7, 2013-April 6, 2014
                                                                                                          • Brand usage and awareness
                                                                                                            • Figure 33: Brand usage and awareness of selected dishwashing products, March 2014
                                                                                                          • Interaction with brands
                                                                                                            • Figure 34: Interaction with selected dishwashing products, March 2014
                                                                                                          • Leading online campaigns
                                                                                                            • Brand activism
                                                                                                              • Building brand buzz through blogger outreach
                                                                                                                • Leveraging the power of celebrity
                                                                                                                  • What we think
                                                                                                                    • Online conversations
                                                                                                                      • Figure 35: Online mentions, selected dishwashing products, April 7, 2013-April 6, 2014
                                                                                                                    • Where are people talking about dishwashing products?
                                                                                                                      • Figure 36: Mentions, by page type, selected dishwashing products, April 7, 2013-April 6, 2014
                                                                                                                    • What are people talking about online?
                                                                                                                      • Figure 37: Mentions, by topic of conversation, selected dishwashing products, April 7, 2013-April 6, 2014
                                                                                                                  • Dishwashing Product Usage

                                                                                                                    • Key points
                                                                                                                      • Dishwashing product usage holds steady
                                                                                                                        • Figure 38: Household usage of dishwashing products, 2009-13
                                                                                                                      • Dishwashing liquid usage frequency ticks up, detergent usage ticks down
                                                                                                                        • Figure 39: Frequency of using dishwashing products, 2009-13
                                                                                                                      • Usage of unit-dose detergents continues to increase
                                                                                                                        • Figure 40: Types of dishwasher detergents used, 2009-13
                                                                                                                    • Dishwashing Liquid Attribute Importance

                                                                                                                      • Key points
                                                                                                                        • Cleaning power and sensory benefits are top priorities
                                                                                                                          • Opportunities for added value
                                                                                                                            • Figure 41: Dishwashing liquid attribute importance, by gender and age, February-March 2014
                                                                                                                          • Larger households look for more added benefits
                                                                                                                            • Figure 42: Dishwashing liquid attribute importance, by household size, February-March 2014
                                                                                                                          • Frequent washers want skin care, but not at the expense of cleaning power
                                                                                                                            • Cold water liquids for frequent washers
                                                                                                                              • Figure 43: Dishwashing liquid attribute importance, by frequency of washing dishes by hand, February-March 2014
                                                                                                                          • Dishwashing Liquid Attitudes and Behaviors

                                                                                                                            • Key points
                                                                                                                              • Young adults less likely to fill the sink with sudsy water
                                                                                                                                • Opportunity for an arsenal of dishwashing products
                                                                                                                                  • Alternate uses, inside and out, represent incremental volume opportunities
                                                                                                                                    • Figure 44: Dishwashing liquid attitudes and behaviors, by gender and age, February-March 2014
                                                                                                                                  • Frequent dishwashers may be open to a greater variety of liquids
                                                                                                                                    • Figure 45: Dishwashing Liquid Attitudes and Behaviors by Frequency of washing dishes by hand, February-March 2014
                                                                                                                                • Dishwasher Detergent Attribute Importance

                                                                                                                                  • Key points
                                                                                                                                    • Cleaning performance and protection are top priorities for detergent
                                                                                                                                      • Convenience also ranks high
                                                                                                                                        • Figure 46: Dishwasher detergent attribute importance, by gender and age, February-March 2014
                                                                                                                                      • Frequent users more likely to prioritize an easier, more pleasant experience
                                                                                                                                        • Figure 47: Dishwasher detergent attribute importance by dishwasher usage frequency, February-March 2014
                                                                                                                                    • Dishwasher Detergent Attitudes and Behaviors

                                                                                                                                      • Key points
                                                                                                                                        • Helping consumers break pre-rinsing habit could be opportunity for brands
                                                                                                                                          • Opportunity to charge a premium for convenience
                                                                                                                                            • Figure 48: Dishwasher detergent attitudes and behaviors, by gender and age, February-March 2014
                                                                                                                                          • Energy and water efficiency can be a motivation for dishwasher use
                                                                                                                                            • Figure 49: Dishwasher detergent attitudes and behaviors by dishwasher usage frequency, February-March 2014
                                                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                                                          • Black, Hispanic households less likely to own dishwashers
                                                                                                                                            • Figure 50: Dishwasher ownership, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                          • Hispanic dishwasher owners run them more frequently
                                                                                                                                            • Figure 51: Dishwasher usage frequency, by race/Hispanic origin, February-March 2014
                                                                                                                                          • Hispanic, Asian, Black households wash dishes by hand more frequently
                                                                                                                                            • Figure 52: Frequency of washing dishes by hand, by race/Hispanic origin, February-March 2014
                                                                                                                                          • Hispanics, Blacks especially interested in antibacterial dishwashing liquids
                                                                                                                                            • Figure 53: Dishwashing liquid attribute importance, by race/Hispanic origin, February-March 2014
                                                                                                                                          • Black, Hispanic consumers appreciate fragrance and skin care in dishwashing experience
                                                                                                                                            • Figure 54: Dishwashing liquid attitudes and behaviors, by race/Hispanic origin, February-March 2014
                                                                                                                                          • Priorities in selecting dishwashing detergent mostly similar across groups
                                                                                                                                            • Figure 55: Dishwasher detergent attribute importance, by race/Hispanic origin, February-March 2014
                                                                                                                                        • Custom Consumer Groups

                                                                                                                                          • Past-12-month brand users
                                                                                                                                            • Eco-friendly brand users most frequent dishwasher users
                                                                                                                                              • Figure 56: Dishwasher usage frequency, by dishwashing product brands used in past 12 months, February-March 2014
                                                                                                                                              • Figure 57: Frequency of washing dishes by hand, by dishwashing product brands used in past 12 months, February-March 2014
                                                                                                                                            • Major brand users prioritize cleaning power in dishwashing liquid
                                                                                                                                              • Figure 58: Dishwashing liquid attribute importance, by dishwashing product brands used in past 12 months, February-March 2014
                                                                                                                                            • Eco-friendly brand users especially likely to appreciate new fragrances
                                                                                                                                              • Figure 59: Dishwashing liquid attitudes and behaviors, by dishwashing product brands used in past 12 months, February-March 2014
                                                                                                                                            • Big brand users a little more focused on detergent cleaning performance
                                                                                                                                              • Figure 60: Dishwasher detergent attribute importance, by dishwashing product brands used in past 12 months, February-March 2014
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                            • Dishwashing Frequency
                                                                                                                                              • Figure 61: Dishwasher usage frequency, by gender and age, February-March 2014
                                                                                                                                              • Figure 62: Frequency of washing dishes by hand, by gender and age, February-March 2014
                                                                                                                                              • Figure 63: Dishwasher usage frequency, by household income, February-March 2014
                                                                                                                                              • Figure 64: Frequency of washing dishes by hand, by household income, February-March 2014
                                                                                                                                              • Figure 65: Dishwasher usage frequency, by household size, February-March 2014
                                                                                                                                              • Figure 66: Frequency of washing dishes by hand, by household size, February-March 2014
                                                                                                                                            • Dishwashing products purchased
                                                                                                                                              • Figure 67: Dishwashing products purchased, by gender and age, February-March 2014
                                                                                                                                              • Figure 68: Dishwashing products purchased, by household income, February-March 2014
                                                                                                                                              • Figure 69: Dishwashing products purchased, by race/Hispanic origin, February-March 2014
                                                                                                                                              • Figure 70: Dishwashing products purchased, by household size, February-March 2014
                                                                                                                                            • Dishwashing liquid attribute importance
                                                                                                                                              • Figure 71: Dishwashing liquid attribute importance, by household income, February-March 2014
                                                                                                                                            • Dishwashing liquid attitudes and behaviors
                                                                                                                                              • Figure 72: Dishwashing liquid attitudes and behaviors, by household income, February-March 2014
                                                                                                                                              • Figure 73: Dishwashing liquid attitudes and behaviors, by household size, February-March 2014
                                                                                                                                            • Dishwasher detergent attribute importance
                                                                                                                                              • Figure 74: Dishwasher detergent attribute importance, by household income, February-March 2014
                                                                                                                                            • Dishwashing liquid attitudes and behaviors
                                                                                                                                              • Figure 75: Dishwasher detergent attitudes and behaviors, by household income, February-March 2014
                                                                                                                                              • Figure 76: Dishwasher detergent attitudes and behaviors, by household size, February-March 2014
                                                                                                                                          • Appendix – Sales Data

                                                                                                                                              • Figure 77: Sales of dishwashing products, segmented by type, 2011 and 2013
                                                                                                                                              • Figure 78: MULO sales of dishwashing products from select eco-friendly brands, 2009-13
                                                                                                                                          • Appendix – Social Media

                                                                                                                                            • Online conversations
                                                                                                                                              • Figure 79: Online mentions, selected dishwashing products, April 7, 2013-April 6, 2014
                                                                                                                                            • Brand analysis
                                                                                                                                              • Figure 80: Dawn key social media indicators, April 2014
                                                                                                                                              • Figure 81: Finish key social media indicators, April 2014
                                                                                                                                              • Figure 82: Cascade key social media indicators, April 2014
                                                                                                                                              • Figure 83: Palmolive key social media indicators, April 2014
                                                                                                                                              • Figure 84: Seventh Generation key social media indicators, April 2014
                                                                                                                                              • Figure 85: Method key social media indicators, April 2014
                                                                                                                                            • Brand usage or awareness
                                                                                                                                              • Figure 86: Brand usage or awareness, March 2014
                                                                                                                                              • Figure 87: Dawn usage or awareness, by demographics, March 2014
                                                                                                                                              • Figure 88: Cascade usage or awareness, by demographics, March 2014
                                                                                                                                              • Figure 89: Palmolive usage or awareness, by demographics, March 2014
                                                                                                                                              • Figure 90: Finish usage or awareness, by demographics, March 2014
                                                                                                                                              • Figure 91: Seventh Generation usage or awareness, by demographics, March 2014
                                                                                                                                              • Figure 92: Method usage or awareness, by demographics, March 2014
                                                                                                                                            • Activities done
                                                                                                                                              • Figure 93: Activities done, March 2014
                                                                                                                                              • Figure 94: Dawn – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                              • Figure 95: Dawn – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
                                                                                                                                              • Figure 96: Dawn – Activities done – I follow/like the brand on social media because, by demographics, March 2014
                                                                                                                                              • Figure 97: Dawn – Activities done – I have researched the brand on social media to, by demographics, March 2014
                                                                                                                                              • Figure 98: Cascade – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                              • Figure 99: Cascade – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
                                                                                                                                              • Figure 100: Cascade – Activities done – I have researched the brand on social media to, by demographics, March 2014
                                                                                                                                              • Figure 101: Palmolive – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                              • Figure 102: Palmolive – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
                                                                                                                                              • Figure 103: Palmolive – Activities done – I follow/like the brand on social media because, by demographics, March 2014
                                                                                                                                              • Figure 104: Palmolive – Activities done – I have researched the brand on social media to, by demographics, March 2014
                                                                                                                                              • Figure 105: Finish – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                              • Figure 106: Finish – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, March 2014
                                                                                                                                              • Figure 107: Finish – Activities done – I have researched the brand on social media to, by demographics, March 2014
                                                                                                                                              • Figure 108: Seventh Generation – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                              • Figure 109: Method – Activities done – I have looked up/talked about this brand online on social media, by demographics, March 2014
                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                            Dishwashing Products - US - May 2014

                                                                                                                                            £3,199.84 (Excl.Tax)