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Dishwashing Products - UK - May 2018

“The rise of the discounters has continued to dent the market’s value sales, despite the growing population. Going forward, an increase in small household sizes and the squeeze on consumer spending pose a challenge to the automatic dishwashing market. Meanwhile, interest in packaging that reduces plastic waste presents areas for companies to explore in order to stand out from competitors.”
– Alyson Parkes, Research Analyst

This Report looks at the following areas:

  • Responding to demographic shifts is vital for market
  • Opportunity for companies to address plastic packaging concerns
  • Cost of eco-friendly dishwashing products can curb usage

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Hand dishwashing detergents
          • Dishwasher detergents
            • Excluded
            • Executive Summary

                • The market
                  • Dishwasher category enters third year of decline
                    • Decline in value sales expected to continue
                      • Figure 1: Forecast of UK retail value sales of dishwashing products, 2012-22
                    • Hand dishwashing sales fall at a faster rate than the overall market
                      • Grocery multiples retain the lion’s share of sales
                        • Growing number of small household sizes will pose a challenge
                          • Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
                            • Companies and brands
                              • P&G and Reckitt Benckiser responsible for nearly three quarters of sales
                                • Fairy continues to dominate in hand dishwashing products
                                  • Figure 2: Leading brands’ shares of value sales of hand dishwashing products, 2017/18*
                                • Total product launches reach four-year high
                                  • Rise in launch of baby bottle cleaners
                                    • Ecover adds bottle made from 50% recycled ocean plastic; P&G plans to launch Fairy Ocean Plastics
                                      • Adspend remains high
                                        • P&G spends heavily on Fairy
                                          • Fairy is the most trusted brand; Ecover carries the most ethical image
                                            • The consumer
                                              • Washing-up liquid is used and purchased universally
                                                • Figure 3: Usage and purchase of washing-up liquid, February 2018
                                              • All-in-one dishwasher tablets/capsules dominate
                                                • Figure 4: Usage of dishwasher products, February 2018
                                              • Myths surrounding dishwashing machines still prevalent among consumers
                                                • Figure 5: Attitudes towards dishwashing products, February 2018
                                              • Young ABs are most interested in allergen-free washing-up liquid
                                                • Opportunity for two-in-one multipurpose washing-up products
                                                  • Figure 6: Dishwasher-related behaviours, February 2018
                                                • Fully recyclable packaging is the top preference
                                                  • Figure 7: Packaging preferences for dishwasher products, February 2018
                                                • Child-safe packaging is lacking in the dishwasher products market
                                                  • Standard brands are the most closely associated with positive attributes
                                                    • Figure 8: Correspondence analysis – Dishwashing products, February 2018
                                                  • What we think
                                                  • Issues and Insights

                                                    • Responding to demographic shifts is vital for market
                                                      • The facts
                                                        • The implications
                                                          • Opportunity for companies to address plastic packaging concerns
                                                            • The facts
                                                              • The implications
                                                                • Cost of eco-friendly dishwashing products can curb usage
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • Dishwasher category enters third year of decline
                                                                        • Decline in value sales expected to continue
                                                                          • Hand dishwashing sales fall at a faster rate than the overall market
                                                                            • Grocery multiples retain the lion’s share of sales
                                                                              • Growing number of small household sizes will pose a challenge
                                                                                • Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
                                                                                • Market Size and Forecast

                                                                                  • Dishwasher category enters third year of decline
                                                                                    • Figure 9: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2012-22
                                                                                  • Decline in value sales expected to continue
                                                                                    • Figure 10: Forecast of UK retail value sales of dishwashing products, 2012-22
                                                                                  • Decline in hand dishwashing segment is expected to slow
                                                                                    • Figure 11: Forecast of UK retail value sales of hand dishwashing products, 2012-22
                                                                                  • Forecast methodology
                                                                                  • Market Segmentation

                                                                                    • Hand dishwashing sales fall at a faster rate than the overall market
                                                                                      • Figure 12: UK retail value sales of dishwashing products, by segment, 2016 and 2017
                                                                                    • Downward sales trajectory continues for machine dishwashing
                                                                                      • Figure 13: UK retail value sales of machine dishwashing products, 2016 and 2017
                                                                                  • Channels to Market

                                                                                    • Grocery multiples retain the lion’s share of sales
                                                                                      • Figure 14: UK retail value sales of dishwashing products, by outlet type, 2015-17
                                                                                  • Market Drivers

                                                                                    • Growing number of small household sizes will pose a challenge
                                                                                        • Figure 15: UK households, by size, 2012-22
                                                                                      • Rental market suppresses growth for dishwashers
                                                                                        • Figure 16: Dishwasher ownership, by housing situation, February 2018
                                                                                      • Squeezed incomes can suppress growth for dishwashers but increase dine-in occasions
                                                                                        • Figure 17: Dishwasher ownership, by financial situation, February 2018
                                                                                      • Reducing plastic packaging waste could boost use of refillable containers and dishwashing requirements
                                                                                        • SC Johnson acquisition suggests growth potential for “green” dishwashing products
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • P&G and Reckitt Benckiser responsible for nearly three quarters of sales
                                                                                            • Fairy continues to dominate in hand dishwashing products
                                                                                              • Total product launches reach four-year high
                                                                                                • Rise in launch of baby bottle cleaners
                                                                                                  • Ecover adds bottle made from 50% recycled ocean plastic; P&G plans to launch Fairy Ocean Plastics
                                                                                                    • Adspend remains high
                                                                                                      • P&G spends heavily on Fairy
                                                                                                        • Fairy is the most trusted brand; Ecover carries the most ethical image
                                                                                                        • Market Share

                                                                                                          • P&G and Reckitt Benckiser responsible for nearly three quarters of sales
                                                                                                            • Figure 18: Manufacturers’ shares of value sales of dishwashing products, 2017/18*
                                                                                                          • Own-label gains share in hand dishwashing products
                                                                                                            • Figure 19: Leading brands’ value sales and shares of hand dishwashing products, 2016/17 and 2017/18
                                                                                                          • Downward trajectory continues for machine dishwashing market leaders
                                                                                                            • Figure 20: Leading brands’ value and shares of machine dishwashing products, 2016/17 and 2017/18
                                                                                                        • Launch Activity and Innovation

                                                                                                          • Total product launches reach four-year high
                                                                                                            • Figure 21: Share of NPD in the UK dishwashing products market, by sub-segment, January 2014-April 2018
                                                                                                          • Own-label gains share of new product launches
                                                                                                            • Significant drop in NPD from P&G
                                                                                                              • Figure 22: Share of NPD in the UK dishwashing products market, by top 10 companies (sorted by 2017), January 2014-April 2018
                                                                                                            • Rise in launch of baby bottle cleaners
                                                                                                              • Figure 23: Examples of baby bottle cleaner launches, 2017
                                                                                                            • Brands make pledges on plastic packaging
                                                                                                              • Ecover adds bottle made from 50% recycled ocean plastic
                                                                                                                • P&G plans to launch limited edition Fairy Ocean Plastics
                                                                                                                  • Bottles remain a favourite among brands, but pouches gain momentum
                                                                                                                    • Figure 24: NPD in the UK dishwashing products market, by package type, January 2014-April 2018
                                                                                                                • Advertising and Marketing Activity

                                                                                                                  • Adspend remains high
                                                                                                                    • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, January 2014-April 2018
                                                                                                                  • P&G spends heavily on Fairy
                                                                                                                    • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top five advertisers (sorted by 2017), January 2014-April 2018
                                                                                                                  • P&G supports launch of Fairy with Lift Action with TV ad
                                                                                                                    • RB steps back on spend for second year running
                                                                                                                      • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top three brands (sorted by 2017), January 2014-April 2018
                                                                                                                    • Ecover promotes its fully recycled washing-up range with outdoor activation
                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                      • Brand Research

                                                                                                                          • What you need to know
                                                                                                                            • Brand map
                                                                                                                              • Figure 28: Attitudes towards and usage of selected brands, April 2018
                                                                                                                            • Key brand metrics
                                                                                                                              • Figure 29: Key metrics for selected brands, April 2018
                                                                                                                            • Brand attitudes: Fairy is the most trusted brand, seen to have consistently high quality
                                                                                                                              • Figure 30: Attitudes, by brand, April 2018
                                                                                                                            • Brand personality: Ecover carries the most ethical image
                                                                                                                              • Figure 31: Brand personality – Macro image, April 2018
                                                                                                                            • Fairy and Persil seen to be the most reliable and effective
                                                                                                                              • Figure 32: Brand personality – Micro image, April 2018
                                                                                                                            • Brand analysis
                                                                                                                              • Fairy is the most positively viewed brand
                                                                                                                                • Figure 33: User profile of Fairy, April 2018
                                                                                                                              • Finish scores well on effectiveness and high performance
                                                                                                                                • Figure 34: User profile of Finish, April 2018
                                                                                                                              • Persil has a strong family image
                                                                                                                                • Figure 35: User profile of Persil, April 2018
                                                                                                                              • Method has strong ethical associations
                                                                                                                                • Figure 36: User profile of Method, April 2018
                                                                                                                              • Ecover has the most natural image
                                                                                                                                • Figure 37: User profile of Ecover, April 2018
                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                              • Washing-up liquid is used and purchased universally
                                                                                                                                • All-in-one dishwasher tablets/capsules dominate
                                                                                                                                  • Myths surrounding dishwashing machines still prevalent among consumers
                                                                                                                                    • Young ABs are most interested in allergen-free washing-up liquid
                                                                                                                                      • Opportunity for two-in-one multipurpose washing-up products
                                                                                                                                        • Fully recyclable packaging is the top preference
                                                                                                                                          • Child-safe packaging is lacking in the dishwasher products market
                                                                                                                                            • Standard brands are the most closely associated with positive attributes
                                                                                                                                            • Usage and Purchasing of Dishwashing Products

                                                                                                                                              • Washing-up liquid is used and purchased universally
                                                                                                                                                • Figure 38: Usage and purchase of washing-up liquid, February 2018
                                                                                                                                              • Less than half of consumers own a dishwasher
                                                                                                                                                • Figure 39: Dishwasher machine ownership, February 2018
                                                                                                                                              • All-in-one dishwasher tablets/capsules dominate
                                                                                                                                                  • Figure 40: Usage of dishwasher products, February 2018
                                                                                                                                              • Attitudes towards Dishwashing Products

                                                                                                                                                • Myths surrounding dishwashing machines still prevalent among consumers
                                                                                                                                                  • Figure 41: Attitudes towards dishwashing products, February 2018
                                                                                                                                                • Remnants-free washing-up liquid holds appeal
                                                                                                                                                  • Figure 42: Examples of washing-up liquid bottles with pumps, 2017
                                                                                                                                                • Fragrance of washing-up liquid is important to women and under-35s
                                                                                                                                                  • Figure 43: Examples of washing-up liquid fragrances from Ecover, 2017
                                                                                                                                                • Packaging type can have an influence on cleaning performance perceptions
                                                                                                                                                  • Young ABs are most interested in allergen-free washing-up liquid
                                                                                                                                                    • Figure 44: Dishwashing products – CHAID – Tree output, February 2018
                                                                                                                                                • Dishwasher-related Behaviours

                                                                                                                                                  • Opportunity for two-in-one multipurpose washing-up products
                                                                                                                                                    • Figure 45: Dishwasher-related behaviours, February 2018
                                                                                                                                                  • Strong interest in bulk buying dishwasher products online
                                                                                                                                                    • The eco-friendly dishwasher setting is widely used by consumers
                                                                                                                                                    • Packaging Preferences for Dishwasher Products

                                                                                                                                                      • Fully recyclable packaging is the top preference
                                                                                                                                                          • Figure 46: Packaging preferences for dishwasher products, February 2018
                                                                                                                                                        • Packaging that dissolves in the wash is an underexplored area
                                                                                                                                                          • Packaging made from ocean plastics interests a quarter of buyers
                                                                                                                                                            • Child-safe packaging is lacking in the dishwasher products market
                                                                                                                                                            • Qualities Associated with Different Types of Dishwasher Detergents

                                                                                                                                                              • Standard brands are the most closely associated with positive attributes
                                                                                                                                                                • Figure 47: Correspondence analysis – Dishwashing products, February 2018
                                                                                                                                                              • Eco-friendly brands outperform others with environmental associations
                                                                                                                                                                • Figure 48: Qualities associated with different types of labels in the dishwashing market, February 2018
                                                                                                                                                              • A fifth associate retailer own-labels with a poor cleaning performance
                                                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                  • Abbreviations
                                                                                                                                                                    • Consumer research methodology
                                                                                                                                                                      • Forecast methodology
                                                                                                                                                                        • CHAID methodology
                                                                                                                                                                          • Correspondence analysis methodology
                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                            • Total market forecast
                                                                                                                                                                              • Figure 49: UK retail value sales of dishwashing products, best- and worst-case forecast, 2017-22
                                                                                                                                                                            • Hand dishwashing segment forecast
                                                                                                                                                                              • Figure 50: UK retail value sales and forecast of hand dishwashing products, at current and constant prices, 2012-22
                                                                                                                                                                              • Figure 51: UK retail value sales of hand dishwashing products, best- and worst-case forecast, 2017-22
                                                                                                                                                                            • Machine dishwashing segment forecast
                                                                                                                                                                              • Figure 52: UK retail value sales and forecast of machine dishwashing products, at current and constant prices, 2012-22
                                                                                                                                                                              • Figure 53: Forecast of UK retail value sales of machine dishwashing products, 2012-22
                                                                                                                                                                              • Figure 54: UK retail value sales of machine dishwashing products, best- and worst-case forecast, 2017-22
                                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                                              • Figure 55: Leading brands’ value sales and shares of dishwashing products, 2016/17 and 2017/18
                                                                                                                                                                              • Figure 56: Leading manufacturers’ value sales and shares of dishwashing products, 2016/17 and 2017/18
                                                                                                                                                                              • Figure 57: Leading manufacturers’ value sales and shares of hand dishwashing products, 2016/17 and 2017/18
                                                                                                                                                                              • Figure 58: Leading manufacturers’ value sales and shares of machine dishwashing products, 2016/17 and 2017/18
                                                                                                                                                                          • Appendix – Launch Activity and Innovation

                                                                                                                                                                              • Figure 59: Share of NPD in the UK dishwashing products market, by launch type, January 2014-April 2018
                                                                                                                                                                              • Figure 60: NPD in the UK dishwashing products market, branded vs own-label, January 2014-April 2018
                                                                                                                                                                              • Figure 61: Share of NPD in the UK automatic dishwashing products market, by format type, January 2014-April 2018
                                                                                                                                                                              • Figure 62: Share of NPD in the UK hand dishwashing products market carrying product tested claims, January 2014-April 2018
                                                                                                                                                                          • Appendix – Advertising and Marketing Activity

                                                                                                                                                                              • Figure 63: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by media type, January 2014-April 2018
                                                                                                                                                                          • Appendix – The Consumer

                                                                                                                                                                              • Figure 64: Repertoire of dishwasher detergent products bought in the last 6 months, February 2018
                                                                                                                                                                              • Figure 65: Dishwasher ownership, by age, February 2018
                                                                                                                                                                              • Figure 66: Target groups based on attitudes towards washing-up liquid – CHAID – Table output, February 2018
                                                                                                                                                                              • Figure 67: Target groups based on agreement with behavioural statements – CHAID – Table output, February 2018

                                                                                                                                                                          Dishwashing Products - UK - May 2018

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