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Dishwashing Products - US - May 2019

Covered in this report

For the purposes of this report, Mintel defines dishwashing products as follows:

  • Dishwashing liquid for hand-washing dishes
  • Detergent for automatic dishwashers, including tablet/capsule, liquid/gel, and powder
  • Rinse aids for automatic dishwashers
  • Dishwasher cleaner
  • Detergent booster

This report excludes towels, scrubbers, and other tools used for cleaning.

"Maintaining sales of $3.1 billion in 2018, the maturity of the dishwashing products market is evident in its unchanging sales since 2013. Strong habitual shopping behavior among category users, with little motivation to change, provides the impetus for a static market. This creates a challenging landscape for newcomers and explains why growth has limited potential. Indeed, Mintel projects a slight downturn in sales of dishwashing products from 2018-23."

Rebecca Cullen, Household Care Analyst

This report will look at the following areas:

  • Little growth for the mature dishwashing products market
  • Strong brand loyalty promotes an apathetic approach to category
  • Adults unwilling to increase spend

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Usage of dishwashing products, March 2019
        • The issues
          • Little growth for the mature dishwashing products market
            • Figure 2: Total US sales and fan chart forecast of dishwashing products, at current prices, 2013-23
          • Strong brand loyalty promotes an apathetic approach to category
            • Figure 3: Shopping behaviors, March 2019
          • Adults unwilling to increase spend
            • Figure 4: Interest and willingness to pay for dishwashing product innovations, March 2019
          • The opportunities
            • Co-branding can help players expand their reach
              • Figure 5: Influence of brand on purchase of dishwasher products, March 2019
            • Natural products tout brand equities that go beyond eco-friendly
              • Figure 6: MULO sales of dishwashing products, by select natural brands, rolling 52 weeks 2018 and 2019
            • What it means
            • The Market – What You Need to Know

              • Static market with little change expected
                • Dishwasher detergent/additives exhibits growth
                  • Dishwashing products need to address shift to urban living
                    • Homeownership rates decline
                      • Cooking more at home creates more demand
                        • Shifts in population by age impact market
                        • Market Size and Forecast

                          • Mature market sees little change in sales
                            • Figure 7: Total US sales and fan chart forecast of dishwashing products, at current prices, 2013-23
                            • Figure 8: Total US retail sales and forecast of dishwashing products, at current prices, 2013-23
                        • Market Breakdown

                          • Dishwasher detergent gains offset losses in dishwashing liquid
                            • Figure 9: Total US retail sales of dishwashing products, by segment, at current prices, 2016 and 2018
                          • Dishwashing liquid launches strong, yet more focus being given to detergent
                            • Figure 10: Share of dishwashing product launches, by subcategory, 2016-19
                          • Other retailers continue to widen the share gap
                            • Figure 11: Total US retail sales of dishwashing products, by channel, at current prices, 2016 and 2018
                        • Market Perspective

                          • Majority of adults’ own dishwashers
                            • Figure 12: Dishwasher ownership, March 2019
                          • Urban living fuels need for packaging or products suitable for compact models
                            • Figure 13: US Households by metropolitan status, 2000 and 2018
                        • Market Factors

                          • Decline in homeownership impacts market
                            • Figure 14: Homeownership rate, by age of householder, 2007 and 2017
                          • Growth in at-home food sales encouraging for market
                            • Figure 15: BEA food sales at home and away from home, January 2010-January 2019
                          • Population growth favorable; age impacts category engagement
                            • Figure 16: Usage of dishwashing products, March 2019
                            • Figure 17: Population aged 18 or older, by age, 2013-23
                        • Key Players – What You Need to Know

                          • Procter and Gamble is the lone market leader
                            • Co-branding success
                              • Private label outpaces market growth
                                • Value-oriented brands yield to competitive pressures
                                  • Enhancing the eco-friendly, natural brand position
                                  • Company and Brand Sales of Dishwashing Products

                                    • P&G accounts for majority of market sales
                                      • Sales of dishwashing products by company
                                        • Figure 18: MULO sales of dishwashing products, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s Working?

                                      • Co-branding success for Cascade
                                        • Figure 19: Influence of brand on purchase of dishwasher products, March 2019
                                        • Figure 20: MULO sales of dishwasher detergent/additives, by select Cascade brands, rolling 52 weeks 2018 and 2019
                                      • Private label dishwashing liquid gaining momentum
                                        • Figure 21: MULO sales of dishwashing products, by private label brands, rolling 52 weeks 2018 and 2019
                                      • Alignment as ethically responsible helps drive success of private label
                                      • What’s Struggling?

                                        • Ajax sales continue to decline
                                          • Figure 22: MULO sales of Ajax dishwashing products, rolling 52 weeks 2018 and 2019
                                        • Gain dishwashing liquid misses mark with fragrance-focus
                                          • Figure 23: MULO sales of dishwashing products, by Gain brand, rolling 52 weeks 2018 and 2019
                                      • What’s Next?

                                        • Eco-friendly, natural brands broaden brand identity
                                          • Figure 24: Share of dishwashing product launches, by top five claim categories, 2016-19*
                                          • Figure 25: MULO sales of dishwashing products, by select natural brands, rolling 52 weeks 2018 and 2019
                                        • Seventh Generation promotes ingredient transparency
                                          • Toughness and functional fragrance are hallmarks of Mrs. Meyers Clean Day
                                            • Method taps design and trend-forward image
                                            • The Consumer – What You Need to Know

                                              • Dishwashing liquid meets a variety of needs
                                                • Table/capsule dishwasher detergent has strongest usage
                                                  • Rinse aids have moderate reach
                                                    • Brand loyalty is strong for dishwashing products
                                                      • Dishwasher owners rinse before loading
                                                        • Safety and environmentally friendly are key natural attributes
                                                          • Strong interest in innovations, lack of willingness to pay more
                                                          • Usage and Attributes of Dishwashing Liquid

                                                            • Dishwashing liquid purchased by most adults
                                                              • Figure 26: Usage of dishwashing liquid, March 2019
                                                            • Dishwashing liquid purchases highest among adults aged 55+
                                                              • Figure 27: Usage of dishwashing liquid, by age, March 2019
                                                            • Renters more likely to purchase dishwashing liquid
                                                              • Figure 28: Usage of dishwashing liquid, by housing situation, March 2019
                                                            • Cutting through grease is vital for dishwashing liquids
                                                              • Figure 29: Important attributes of dishwashing liquid, March 2019
                                                            • Brand and eco-friendly emerge as impacting reach
                                                              • Figure 30: TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
                                                            • Methodology
                                                            • Usage and Attributes of Dishwasher Detergent

                                                              • Dishwasher detergent tablets/capsules most used
                                                                • Figure 31: Usage of dishwasher detergent, March 2019
                                                              • Younger adults more likely to purchase liquid and powder detergents
                                                                • Figure 32: Usage of dishwasher detergent, by age, March 2019
                                                              • Performance attributes are topmost influencers
                                                                • Figure 33: Important attributes of dishwasher detergent, March 2019
                                                              • Performance attributes, underscored by brand, influences purchase
                                                                • Figure 34: TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
                                                              • Methodology
                                                              • Usage and Attributes of Rinse Aid and Cleaner

                                                                • One third of dishwasher owners purchase rinse aids
                                                                  • Figure 35: Usage of rinse aid and dishwasher cleaner, March 2019
                                                                • Younger age groups more likely to purchase dishwasher cleaners
                                                                  • Figure 36: Usage of rinse aid and dishwasher cleaner, by age, March 2019
                                                                • Efficacy in rinse aids is important
                                                                  • Figure 37: Important attributes of rinse aid, March 2019
                                                                • Layering product attributes adds value to rinse aids
                                                                  • Figure 38: TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019
                                                                • Methodology
                                                                • Shopping Behaviors

                                                                  • Dishwashing product purchasers are loyal to their brands
                                                                    • Figure 39: Shopping behaviors, March 2019
                                                                  • Older consumers are more brand loyal
                                                                    • Figure 40: Shopping behaviors, by age, March 2019
                                                                  • Hispanics read labels before buying
                                                                    • Figure 41: Shopping behaviors – Read ingredient labels, by Hispanic origin, March 2019
                                                                • Attitudes toward Washing Dishes

                                                                  • Dishwasher owners still rinse items before loading
                                                                    • Figure 42: Attitudes toward washing dishes, March 2019
                                                                  • Older adults most likely to rinse before loading
                                                                    • Figure 43: Select attitudes toward washing dishes, by age, March 2019
                                                                  • Hispanics more involved in maintenance
                                                                    • Figure 44: Attitudes toward washing dishes, by Hispanic origin, March 2019
                                                                • Important Natural Attributes

                                                                  • Safety and eco-friendly are most important natural attributes
                                                                    • Figure 45: Important natural attributes – Any rank (net), March 2019
                                                                  • Skin safety, cruelty-free, free-from bleach are hot buttons for 18-24s
                                                                    • Figure 46: Important natural attributes – Any rank (net), by age, March 2019
                                                                  • Less-affluent more likely to rank a variety of natural attributes important
                                                                    • Figure 47: Important natural attributes – Any rank (net), by income, March 2019
                                                                • Interest in Innovations

                                                                  • Strong interest in dishwashing product innovations...
                                                                    • Figure 48: Any interest (net) in dishwashing product innovations, March 2019
                                                                  • ...but not willing to pay more for these features
                                                                    • Figure 49: Interest and willingness to pay for dishwashing product innovations, March 2019
                                                                  • The promise of convenience, health could increase spend
                                                                    • Figure 50: Interest and willingness to pay for select dishwashing product innovations, by age, March 2019
                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                  • Figure 51: Total US sales and forecast of dishwashing market, at inflation-adjusted prices, 2013-23
                                                                                  • Figure 52: Total US retail sales and forecast of dishwashing products, by segment, at current prices, 2013-23
                                                                                  • Figure 53: Total US retail sales of dishwashing products, by channel, at current prices, 2013-18
                                                                              • Appendix – Key Players

                                                                                  • Figure 54: Multi-outlet sales of liquid dishwashing products, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                  • Figure 55: Multi-outlet sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                              • Appendix – The Consumer

                                                                                  • Figure 56: Table - TURF Analysis – Purchase influencer – Dishwashing liquid, March 2019
                                                                                  • Figure 57: Table - TURF Analysis – Purchase influencer – Dishwashing detergent, March 2019
                                                                                  • Figure 58: Table - TURF Analysis – Purchase influencer – Rinse aid for dishwasher, March 2019

                                                                              Dishwashing Products - US - May 2019

                                                                              US $4,395.00 (Excl.Tax)