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Dishwashing Products - UK - May 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions:

Hand dishwashing detergents

  • Products formulated for dishwashing by hand, including regular and antibacterial variants

Dishwasher detergents

  • Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids
  • Ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products

Excluded: Dishcloths, sponges, scouring products, washing-up tools and rubber gloves.

“The public focus on the environment makes it imperative for companies to advise consumers on how they can save water and energy when dishwashing, and consequently save on household bills. This can also be used to expand dishwasher ownership, which is key to growing the market as a whole.”

– Alice Baker, Research Analyst

This report examines the following issues:

  • Environmental focus needed in the dishwashing category
  • Opportunities for brand extensions in the hand dishwashing category
  • Advice on maximising dishwasher performance can benefit both brands and consumers

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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
                  • Price competition with flat volumes projected for 2018-23
                    • Figure 1: UK retail value sales of dishwashing products, 2013-23
                  • Machine dishwashing products dominate value sales
                    • Grocers dominate sales of dishwashing products
                      • Dishwasher ownership rises
                        • Figure 2: Dishwasher ownership, UK vs selected European countries – UK, March 2019; France, Germany, Italy and Spain, 2018 (various months)
                      • Companies and brands
                        • Procter & Gamble and Reckitt Benckiser continue to dominate sales
                          • Figure 3: Leading brand owners’ share of the UK dishwashing products market, by value, 2018/19*
                        • Hand dishwashing products retain their lead on launch activity in 2018
                          • Advertising spend falls in 2018
                            • Fairy is the most widely seen as high quality, efficient and effective
                              • The consumer
                                • Usage of washing-up liquid is near universal
                                  • Figure 4: Usage of washing-up liquid, March 2019
                                • All-in-one tablets/capsules are the most widely used dishwasher product
                                  • Figure 5: Usage of dishwasher products, March 2019
                                • Consumers’ washing up habits give opportunities for brand extensions
                                  • Figure 6: Behaviours around washing up in the sink, March 2019
                                • Majority of dishwasher owners wait until the machine is full before using
                                  • Figure 7: Behaviours around using the dishwasher, March 2019
                                • Four in 10 users have reduced their water usage
                                  • Figure 8: Environmentally-friendly actions around dishwashing, March 2019
                                • What we think
                                • Issues and Insights

                                  • Environmental focus needed in the dishwashing category
                                    • The facts
                                      • The implications
                                        • Opportunities for brand extensions in the hand dishwashing category
                                          • The facts
                                            • The implications
                                              • Advice on maximising dishwasher performance can benefit both brands and consumers
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Price competition with flat volumes projected for 2018-23
                                                      • Machine dishwashing products dominate value sales
                                                        • Grocers dominate sales of dishwashing products
                                                          • Dishwasher ownership rises
                                                          • Market Size and Forecast

                                                            • Price competition pulls down category value sales
                                                              • Price competition to continue over 2019-23, but slacken off
                                                                • Figure 9: UK retail value sales and forecast of dishwashing products, at current and constant prices, 2013-23
                                                                • Figure 10: UK retail value sales of dishwashing products, 2013-23
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Machine dishwashing products dominate value sales
                                                                  • Figure 11: UK retail value sales of dishwashing products, by segment, 2017 and 2018
                                                                • Hand dishwashing products value sales decline to abate over 2019-23
                                                                  • Figure 12: UK retail value sales and forecast of hand dishwashing products, 2013-23
                                                                  • Figure 13: UK retail value sales of hand dishwashing products, 2013-23
                                                                • Similar pattern anticipated for machine dishwashing products
                                                                  • Figure 14: UK retail value sales and forecast of machine dishwashing products, 2013-23
                                                                  • Figure 15: Retail value sales of machine dishwashing products, 2013-23
                                                                • Price competition drags down tablet detergent value sales
                                                                  • Figure 16: UK retail value sales of machine dishwashing products, by segment, 2017 and 2018
                                                                • Rinse aid sales grow
                                                                • Channels to Market

                                                                  • Grocers dominate sales of dishwashing products
                                                                    • Figure 17: UK retail value sales of dishwashing products, by outlet type, 2016-18
                                                                • Market Drivers

                                                                  • Dishwasher ownership rises in the UK, but still lags behind other European countries
                                                                    • Figure 18: Dishwasher ownership, UK vs selected European countries – UK, March 2019; France, Germany, Italy and Spain, 2018 (various months)
                                                                  • Raising dishwasher ownership is crucial to growing the dishwashing products market
                                                                    • Various factors govern dishwasher ownership
                                                                      • Rise in single-person households poses a threat
                                                                        • Figure 19: Dishwasher ownership, by household size, March 2019
                                                                      • Child population growth to offer less support than previously
                                                                        • State of the economy is pivotal to growing dishwasher ownership
                                                                          • Housing market situation is also important
                                                                            • Government looks to reduce household water use
                                                                              • 44% of dishwashing products users have tried to limit their water usage
                                                                                • Climate change is a concern for many people
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Procter & Gamble and Reckitt Benckiser continue to dominate sales
                                                                                    • Hand dishwashing products retain their lead on launch activity in 2018
                                                                                      • Advertising spend falls in 2018
                                                                                        • Fairy is the most widely seen as high quality, efficient and effective
                                                                                        • Market Share

                                                                                          • Procter & Gamble and Reckitt Benckiser retain their lead
                                                                                            • Figure 20: Leading brand owners’ share of the UK dishwashing products market, by value, 2018/19*
                                                                                          • Fairy’s decline brings down overall hand dishwashing products sales
                                                                                            • Figure 21: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, 2016/17-2018/19
                                                                                          • Consumers’ environmental focus boosts Ecover…
                                                                                            • …and Method
                                                                                              • Finish’s lead over machine dishwashing sales narrows
                                                                                                • Figure 22: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, 2016/17-2018/19
                                                                                              • Fairy pushes forward
                                                                                                • NPD activity boosts own-label
                                                                                                • Launch Activity and Innovation

                                                                                                  • Hand dishwashing products retain their lead in 2018
                                                                                                    • Figure 23: Share of NPD in the UK dishwashing products market, by sub-category, 2015-19 (sorted by 2018)
                                                                                                  • Exploring a more varied range of fragrances including exotic fruits…
                                                                                                    • Figure 24: Examples of hand dishwashing launches with exotic fruit fragrances, 2018-19
                                                                                                  • …botanical fragrances…
                                                                                                    • Figure 25: Examples of hand dishwashing launches with botanical fragrances, 2018-19
                                                                                                  • …and seasonal variants
                                                                                                    • Figure 26: Examples of hand dishwashing launches with seasonal fragrances, 2018-19
                                                                                                  • Method’s unfragranced variant puts the emphasis on its natural credentials
                                                                                                    • Figure 27: Method’s unfragranced variant highlights its plant-based ingredients, 2019
                                                                                                  • Growth in environmentally-friendly claims in 2018
                                                                                                    • Figure 28: Share of launches in the UK dishwashing products, by top 10 claims, 2015-19 (sorted by 2018)
                                                                                                  • Further activity in recycled plastic bottles
                                                                                                    • Figure 29: Examples of hand dishwashing products in bottles made with recycled plastic, 2018
                                                                                                  • Multiple environmental claims used to give a stronger ethical positioning
                                                                                                    • Figure 30: German brand arrives in the UK and emphasises its environmentally-friendly credentials, 2018
                                                                                                  • Procter & Gamble continues to lead on launches in 2018
                                                                                                    • Figure 31: Share of NPD in the UK dishwashing products market, by company, 2015-19 (sorted by 2018)
                                                                                                  • All-in-one dishwasher products emphasise their multi-functionality
                                                                                                    • Figure 32: Examples of all-in-one dishwasher products emphasising multi-functionality, 2019
                                                                                                  • Tesco releases its ‘best ever’ washing-up liquid
                                                                                                    • Figure 33: Tesco Ultra is promoted as ‘Our best ever formulation’, 2019
                                                                                                • Advertising and Marketing Activity

                                                                                                  • Advertising spend falls in 2018
                                                                                                    • Figure 34: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, 2015-19
                                                                                                  • Procter & Gamble continues to lead on advertising
                                                                                                    • Fairy’s ‘tough baby’ returns to demonstrate new product’s multi-functionality
                                                                                                      • Finish emphasises how Quantum leaves items gleaming
                                                                                                        • Ecover continues its focus on plastic pollution
                                                                                                          • Nielsen Ad Intel coverage
                                                                                                          • Brand Research

                                                                                                              • Brand map
                                                                                                                • Figure 35: Attitudes towards and usage of selected brands, March 2019
                                                                                                              • Key brand metrics
                                                                                                                • Figure 36: Key metrics for selected brands, March 2019
                                                                                                              • Brand attitudes: Fairy is the most trusted brand
                                                                                                                • Figure 37: Attitudes, by brand, March 2019
                                                                                                              • Brand personality: Method and Ecozone are widely seen as ethical
                                                                                                                • Figure 38: Brand personality – Macro image, March 2019
                                                                                                              • Fairy is the most widely seen as high-performance
                                                                                                                • Figure 39: Brand personality – Micro image, March 2019
                                                                                                              • Brand analysis
                                                                                                                • Fairy is the most widely seen as high quality, efficient and effective
                                                                                                                  • Figure 40: User profile of Fairy, March 2019
                                                                                                                • Finish scores well on quality and trust
                                                                                                                  • Figure 41: User profile of Finish, March 2019
                                                                                                                • Astonish has high awareness despite low retail availability
                                                                                                                  • Figure 42: User profile of Astonish, March 2019
                                                                                                                • Method is highly rated as ethical
                                                                                                                  • Figure 43: User profile of Method, March 2019
                                                                                                                • Ecozone is a niche product, but attracts strong user loyalty
                                                                                                                  • Figure 44: User profile of Ecozone, March 2019
                                                                                                              • The Consumer – What You Need to Know

                                                                                                                • Usage of washing-up liquid is near universal
                                                                                                                  • All-in-one tablets/capsules are the most widely used dishwasher product
                                                                                                                    • Consumers’ washing up habits give opportunities for brand extensions
                                                                                                                      • Majority of dishwasher owners wait until the machine is full before using
                                                                                                                        • Four in 10 users have reduced their water usage
                                                                                                                        • Usage and Purchasing of Dishwashing Products

                                                                                                                          • Usage of washing-up liquid is near universal
                                                                                                                            • Figure 45: Usage of washing-up liquid, March 2019
                                                                                                                          • Nearly nine in 10 adults buy washing-up liquid
                                                                                                                            • Figure 46: Buying of washing-up liquid, March 2019
                                                                                                                          • Usage and buying of washing-up liquid are lower among younger consumers
                                                                                                                            • All-in-one tablets/capsules are the most widely used dishwasher product
                                                                                                                              • Figure 47: Usage of dishwasher products, March 2019
                                                                                                                            • Many people who use all-in-one products also use ancillary products
                                                                                                                            • Behaviours around Washing up in the Sink

                                                                                                                              • Sponges/sponge scourers lead other washing-up implements
                                                                                                                                • Opportunities for companies to offer sponges with added detergent
                                                                                                                                  • Figure 48: Behaviours around washing up in the sink, March 2019
                                                                                                                                • Six in 10 users always clean the sink after washing up
                                                                                                                                • Behaviours around Using the Dishwasher

                                                                                                                                  • Six in 10 owners wait until the dishwasher is full before using
                                                                                                                                    • Figure 49: Behaviours around using the dishwasher, March 2019
                                                                                                                                  • Make the benefits of only running a full dishwasher more tangible to consumers
                                                                                                                                    • Nine in 10 use the most economical setting at least occasionally
                                                                                                                                      • Need to highlight eco programs’ water saving function more strongly
                                                                                                                                        • Makers of dishwasher products could also encourage use of eco programs
                                                                                                                                        • Environmentally-Friendly Actions around Dishwashing

                                                                                                                                          • More than four in 10 users have limited their water use
                                                                                                                                            • Figure 50: Environmentally-friendly actions around dishwashing, March 2019
                                                                                                                                          • Need for marketing messages promoting saving water as both a financially savvy and an ethical option
                                                                                                                                            • Give people a better idea of how much water is really needed for washing up
                                                                                                                                              • Manufacturers could use the water reduction trend to boost dishwasher ownership
                                                                                                                                                • 14% have reduced their usage of washing up/dishwasher products
                                                                                                                                                  • Few people use products with eco-friendly formulas
                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                      • Abbreviations
                                                                                                                                                        • Consumer research methodology
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                          • Forecast methodology
                                                                                                                                                              • Figure 51: Forecast of UK retail value sales of dishwashing products, best- and worst-case, 2018-23
                                                                                                                                                              • Figure 52: Forecast of UK retail value sales of hand dishwashing products, best- and worst-case, 2018-23
                                                                                                                                                              • Figure 53: Forecast of UK retail value sales of machine dishwashing products, best- and worst-case, 2018-23
                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                              • Figure 54: Leading brand owners’ sales and shares of the UK hand dishwashing products market, by value, 2016-17-2018/19
                                                                                                                                                              • Figure 55: Leading brand owners’ sales and shares of the UK machine dishwashing products market, by value, 2016-17-2018/19

                                                                                                                                                          Dishwashing Products - UK - May 2019

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