Dishwashing Products - UK - May 2015
“In hand dishwashing, the development of more powerful washing-up liquids that remove the need for excessive scrubbing or the soaking of dishes and pans overnight can help to add value to the market, while multipurpose ‘kitchen and dish’ and ‘hand and dish’ products can help to increase product usage."
Richard Caines, Senior Household Care Analyst
This report covers the following issues:
- Using NPD and marketing to add value to the hand dishwashing market
- Moving into new areas to boost volume sales of washing-up liquid
- Opportunities for increasing sales of machine dishwashing products
- Concerns about chemicals and environmental factors
Sales of dishwashing products remained virtually unchanged from 2013, with the machine dishwashing sector providing a boost to spending through higher average transaction values, in contrast to falling sales of hand-dishwashing products that were hit by falling volumes and price competition between retailers.
Growth in value sales of hand-dishwashing products will come through increases in household numbers and the development of added-value products to cater for the key factors important to buyers of washing-up liquid. By contrast, brands in dishwasher products have an opportunity to add value not only through new product formulations and additives, but also through attracting new dishwasher users.
This report examines the UK market for dishwashing products, including washing-up liquids, dishwasher detergents and additives, looking at consumer purchasing, factors influencing choice, interest in product features and benefits, and behaviour and attitudes most likely to influence product development and marketing going forward.
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