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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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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Solid growth rate shows signs of softening
            • Figure 1: Sales of dishwashing products, by segment, 2009-14
          • Dishwashing product usage rates largely unchanged
            • Figure 2: Household usage of dishwashing products, 2009-14
          • Dishwashing liquid product selection starts with grease-cutting power
            • Figure 3: Dishwashing liquid attribute importance, March 2015
          • Prevention of problems a key theme in detergent purchase decisions
            • Figure 4: Dishwasher detergent attribute importance, March 2015
          • The opportunities
            • Alternate use concept has wide potential
              • Figure 5: Attitudes and behaviors toward washing dishes by hand, March 2015
            • Helping detergent users avoid dishwasher issues
              • Figure 6: Attitudes and behaviors toward using the dishwasher, March 2015
            • Décor protection an opportunity for dishwashing detergent
              • Figure 7: Interest in dishwasher detergent new products and features, interested and willing to pay more for, March 2015
            • What it means
            • The Market – What You Need to Know

              • Solid growth rate shows signs of softening
                • Sales growth cools for dishwashing liquid in 2014
                  • Dishwasher ownership slips in line with declining homeownership rate
                  • Market Size and Forecast

                    • Solid growth rate shows signs of softening
                      • Figure 8: Total US sales and fan chart forecast of dishwashing products, at current prices, 2009-19
                  • Market Breakdown

                    • Sales growth cools for dishwashing liquid in 2014
                      • Figure 9: Segment share of dishwashing products, 2014
                      • Figure 10: Sales of dishwashing products, by segment, 2009-14
                  • Market Factors

                    • Dishwasher ownership slips in line with declining homeownership rate
                      • Figure 11: Dishwasher ownership, 2009-14
                    • Higher-income households a key market for dishwasher detergent
                      • Figure 12: Dishwasher ownership, by household income, November 2013-December 2014
                    • Consumers spending more time on home meal prep and cleanup
                      • Figure 13: Time spent on food preparation and cleanup, average hours per day, 2007-13
                  • Market Perspective

                    • Slow growth in broader household care market
                      • Figure 14: Total US sales of select household care product categories (five-year growth rate), at current prices, 2009-14
                  • Key Players – What You Need to Know

                    • P&G extend lead in both segments
                      • Premium cleaning power drives share
                        • Dishwashing liquid brands push beyond the sink
                        • Manufacturer Sales of Dishwashing Products

                          • Premium products help P&G extend lead in both segments
                            • Colgate share slips on weak Palmolive sales
                              • Reckitt-Benckiser’s Finish loses share…
                                • …looks to glass protection to regain momentum
                                  • Manufacturer sales of dishwashing products
                                    • Figure 15: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2014 and 2015
                                • What’s Working?

                                  • Premium cleaning power drives share
                                    • Figure 16: Dawn Platinum Power Clean “Leftovers” TV spot, 2015
                                    • Figure 17: Cascade Platinum “Non-Stick” TV spot, 2015
                                    • Figure 18: MULO sales of Dawn and Cascade Platinum, 2011-15
                                  • Eco-friendly dishwashing liquid makes strong gains on small base
                                    • Figure 19: MULO sales of select eco-friendly dishwashing liquid brands, 2012-15
                                  • Fragrance variety
                                  • What’s Struggling?

                                    • Finish Power and Free
                                    • What’s Next?

                                      • Dishwashing liquid brands push beyond the sink
                                        • Figure 20: Dawn “Beyond the Sink: Garage” Video, 2015
                                      • Increasing efficiency and speed in dishwashers to put detergents to the test
                                      • The Consumer – What You Need to Know

                                        • Dishwashing product usage rates largely unchanged
                                          • Unit-dose tablets poised to become most commonly used detergent form
                                            • Dishwashing liquid product selection starts with grease-cutting power
                                              • Liquid shoppers also place importance on sensory benefits
                                                • Alternate use concept has potential for both liquids and detergents
                                                  • Prevention of problems a key theme in detergent purchase decisions
                                                  • Dishwashing Product Usage

                                                    • Dishwashing product usage rates largely unchanged
                                                      • Figure 21: Household usage of dishwashing products, 2009-14
                                                    • Unit-dose tablets poised to become most commonly used detergent form
                                                      • Figure 22: Dishwasher detergent type used most often, 2009-14
                                                  • Dishwashing Liquid Attribute Importance

                                                    • Dishwashing liquid product selection starts with grease-cutting power
                                                      • Interest in eliminating the soak
                                                        • Shoppers also place importance on sensory benefits
                                                          • Figure 23: Dishwashing liquid attribute importance, March 2015
                                                      • Attitudes and Behaviors toward Washing Dishes by Hand

                                                        • Alternate use concept has wide potential
                                                          • Dishwashing can be a family affair
                                                            • Figure 24: Attitudes and behaviors toward washing dishes by hand, March 2015
                                                        • Dishwasher Detergent Attribute Importance

                                                          • Prevention of problems a key theme in detergent purchase decisions
                                                            • Figure 25: Dishwasher detergent attribute importance, March 2015
                                                        • Attitudes and Behaviors toward Using the Dishwasher

                                                          • Helping users avoid dishwasher issues
                                                            • Alternate use also an opportunity for dishwasher detergent
                                                              • Figure 26: Attitudes and behaviors toward using the dishwasher, March 2015
                                                          • Interest in New Dishwashing Products and Features

                                                            • For dishwashing liquid, performance features draw greater interest
                                                              • Figure 27: Interest in dishwashing liquid new products and features, interested and willing to pay more for, March 2015
                                                            • Décor protection an opportunity for dishwashing detergent
                                                              • Figure 28: Interest in dishwasher detergent new products and features, interested and willing to pay more for, March 2015
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Market

                                                                          • Figure 29: Total US retail sales and forecast of dishwashing products, at current prices, 2009-19
                                                                          • Figure 30: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2009-19
                                                                          • Figure 31: Total US retail sales of dishwashing products, by segment, at current prices, 2012 and 2014
                                                                          • Figure 32: Total US retail sales and forecast of dishwashing liquid, at current prices, 2009-19
                                                                          • Figure 33: Total US retail sales and forecast of dishwasher detergent/additives, at current prices, 2009-19
                                                                          • Figure 34: Total US retail sales of dishwashing products, by channel, at current prices, 2012 and 2014
                                                                      • Key Players

                                                                          • Figure 35: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                          • Figure 36: MULO sales of dishwasher detergent, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                      • Consumer

                                                                          • Figure 37: Household usage of dishwashing products, by demographics, November 2013-December 2014
                                                                          • Figure 38: Dishwasher detergent brand used most often, by demographics, November 2013-December 2014
                                                                          • Figure 39: Dishwashing liquid brand used most often, by demographics, November 2013-December 2014

                                                                      Companies Covered

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

                                                                      Dishwashing Products - US - May 2015

                                                                      £3,199.84 (Excl.Tax)