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Dishwashing Products - US - May 2016

"Practically every US home has dishwashing products. However, being such a universal product category means it can be difficult to drive growth. While dishwashing liquid has been able to increase sales in recent years through innovations such as scented formulas, dishwasher detergent has found it harder to differentiate and faces tougher price competition. In this Report, we discuss the macro trends impacting this sector and identify opportunities to increase consumer spending through product innovations such as eco-friendly formulas and all-in-one and antibacterial properties."
- Shannon Romanowski, Category Manager - Health, Household, Beauty & Personal Care

This report discusses the following key topics:

  • Slow growth seen in a highly established sector
  • Dishwashing liquid makes up the majority of category sales
  • Few organic growth opportunities seen

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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow growth seen in a highly established sector
            • Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
          • Dishwashing liquid makes up the majority of category sales
            • Figure 2: Segment share of dishwashing products, at current prices, 2015
          • Few organic growth opportunities seen
            • Figure 3: Dishwasher ownership, 2010-15
          • The opportunities
            • Appeal to parents by thinking green
              • Figure 4: Dishwashing product purchase influencers, by select demographics, March 2016
            • The smell of success
              • Figure 5: Attitudes and behaviors toward hand washing dishes, by select demographics, March 2016
            • Get rid of germs
              • Figure 6: Interest in dishwashing product innovation, by select demographics, March 2016
            • What it means
            • The Market – What You Need to Know

              • Modest growth in a stable category
                • Liquid’s in the lead
                  • Growth over dishwasher products stabilizes
                  • Market Size and Forecast

                    • New products could encourage modest growth
                      • Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2010-20
                      • Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2010-20
                  • Market Breakdown

                    • Dishwashing liquid remains in the lead
                      • Figure 9: Segment share of dishwashing products, at current prices, 2015
                    • Dishwasher product sales comparatively flat
                      • Figure 10: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-15
                  • Market Factors

                    • Dishwasher ownership stays stable
                      • Figure 11: Dishwasher ownership, 2010-15
                    • Renting is on the rise
                      • Figure 12: Dishwashing product purchases, by primary residence, March 2016
                    • Dining out grows
                    • Key Players – What You Need to Know

                      • A highly consolidated market
                        • A new Dawn
                          • Eco-friendly products a new focus
                            • New ways to buy
                            • Manufacturer Sales of Dishwashing Products

                              • P&G prevails
                                • Colgate continues to struggle
                                  • Reckitt begins to stabilize
                                    • Manufacturer sales of dishwashing products
                                      • Figure 13: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2015 and 2016
                                  • What’s Working?

                                    • Dawn still does it
                                      • It’s easier being green
                                        • Figure 14: MULO sales of select eco-friendly dishwashing products, rolling 52 weeks 2015 and 2016
                                    • What’s Struggling?

                                      • Be honest
                                        • Be gentle
                                        • What’s Next?

                                          • Sippy-cup safe
                                            • At the push of a button
                                            • The Consumer – What You Need to Know

                                              • Liquid’s in the lead
                                                • Price, cleaning power pack the biggest punch
                                                  • Dawn dominates
                                                    • Young men more open to experimentation and innovation
                                                      • Antibacterial features attract interest
                                                      • Dishwashing Products Purchased

                                                        • Dishwashing liquid most popular item
                                                          • Figure 15: Dishwashing product purchases, March 2016
                                                        • Children in home a purchase driver
                                                          • Figure 16: Dishwashing product purchases, by presence of children in home, by age, March 2016
                                                        • Whites, Hispanics largest buyers of dishwasher products
                                                          • Figure 17: Dishwashing product purchases, by race/Hispanic origin, March 2016
                                                      • Purchase Influencers

                                                        • Price, cleaning power critical drivers of purchase
                                                          • Figure 18: Dishwashing product purchase influencers, March 2016
                                                        • Higher-income consumers value brand, eco-friendliness
                                                          • Figure 19: Dishwashing product purchase influencers, by household income, March 2016
                                                        • Parents care less about price
                                                          • Figure 20: Dishwashing product purchase influencers, by presence of children in the household, by age, March 2016
                                                        • Older consumers most interested in cleaning power
                                                          • Figure 21: Dishwashing product purchase influencers, by gender and age, March 2016
                                                      • Brand Perceptions

                                                        • Dawn leads in brand loyalty
                                                          • Figure 22: Correspondence analysis – Brand perceptions, March 2016
                                                      • Attitudes and Behaviors toward Washing Dishes

                                                        • One third of users prefer hand washing
                                                          • Figure 23: Attitudes and behaviors toward hand washing dishes, March 2016
                                                        • Younger men more adventurous
                                                          • Figure 24: Attitudes and behaviors toward hand washing dishes, by gender and age, March 2016
                                                      • Attitudes and Behaviors toward Using a Dishwasher

                                                        • Prewashing is the norm
                                                          • Figure 25: Attitudes and behaviors toward using a dishwasher, March 2016
                                                        • Affluent consumers use dishwashers to the fullest
                                                          • Figure 26: Attitudes and behaviors toward using a dishwasher, by household income, March 2016
                                                        • Younger men could benefit from high-performance products
                                                          • Figure 27: Attitudes and behaviors toward using a dishwasher, by gender and age, March 2016
                                                        • Hispanics less likely to prewash
                                                          • Figure 28: Attitudes and behaviors toward using a dishwasher, by race/Hispanic origin, March 2016
                                                      • Interest in Product Innovation

                                                        • Antibacterial features of greatest interest
                                                          • Figure 29: Interest in dishwashing product innovation, March 2016
                                                        • Parents of younger children seek innovation
                                                          • Figure 30: Interest in dishwashing product innovation, by presence of children in the home, by age, March 2016
                                                        • Younger men very open to innovation
                                                          • Figure 31: Interest in dishwashing product innovation, by gender and age, March 2016
                                                      • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 32: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2010-20
                                                                        • Figure 33: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2010-20
                                                                        • Figure 34: Total US retail sales and market share of dishwashing products, by segment, at current prices, 2013 and 2015
                                                                        • Figure 35: Total US retail sales of dishwashing products, by channel, at current prices, 2010-15
                                                                        • Figure 36: Total US retail sales and market share of dishwashing products, by channel, at current prices, 2013 and 2015
                                                                        • Figure 37: Total US revenues and forecast for restaurants and other eating places, at inflation-adjusted prices, 2010-20
                                                                    • Appendix – Key Players

                                                                        • Figure 38: MULO sales of dishwashing liquid, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                        • Figure 39: MULO sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                    • Appendix – Consumer

                                                                      • Correspondence analysis methodology
                                                                        • Figure 40: Brand perceptions, March 2016

                                                                    Companies Covered

                                                                    To learn more about the companies covered in this report please contact us.

                                                                    Dishwashing Products - US - May 2016

                                                                    US $3,995.00 (Excl.Tax)