Dishwashing Products - US - May 2015
"While dishwashing product sales have outpaced those of most other household care product categories in recent years, category growth slowed in 2014, indicating that price competition has grown more intense. Accelerating sales growth beyond this modest pace may require more compelling new product launches in both segments. Dishwashing liquid brands’ efforts to expand usage beyond dishes could also help to accelerate sales gains."
This report covers the following issues:
- Solid growth rate shows signs of softening
- Dishwashing product usage rates largely unchanged
- Dishwashing liquid product selection starts with grease-cutting power
- Prevention of problems a key theme in detergent purchase decisions
While dishwashing liquid purchasers place importance on sensory benefits that make washing dishes by hand a more pleasant task, advances in cleaning power may offer greater potential for growth. The power to cut through grease or power through baked-on food residue can make the task quicker and easier. Dishwashing liquid brands can also leverage cleaning power to take on more cleaning tasks in the kitchen and beyond. Cleaning power is also an important attribute for dishwasher detergents brands, but the bigger opportunity in this segment may lie in helping consumers avoid issues often associated with using the dishwasher.
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