2025
10
A Year of Innovation in Dishwashing Products 2025
2025-12-19T16:00:46+00:00
REP2481444F_609A_4538_8144_4F609AE53848
2195
189843
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Report
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In response to consumer demand, brands are developing environmentally-responsible dishwashing products, but there is a lack of innovation in other areas. Luke Santos, Household Care Analyst…
Global
Dishwashing Products
simple

A Year of Innovation in Dishwashing Products 2025

"In response to consumer demand, brands are developing environmentally-responsible dishwashing products, but there is a lack of innovation in other areas."

Luke Santos, Household Care Analyst

Luke Santos, Household Care Analyst

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    • What we have seen
    • Our pick of the most innovative launches in this review
    • Other innovative launches
  1. EUROPE, MIDDLE EAST & AFRICA (EMEA)

    • Europe: the next phase of sustainability innovation
    • Support sustainable efforts with clear communication
    • Refillable NPD remain niche, despite growth
    • Graph 1: dishwashing product launches carrying refill/refillable claims, 2020-25
    • Brands call out responsible ingredients
    • Europe: limited editions create a sense of novelty
    • Consumers are craving newness
    • Seasonal scents drive innovation
    • Graph 2: dishwashing product launches carrying limited edition claims, 2020-25
    • Gourmand fragrance trends emerge in private label NPD
    • The Middle East & Africa (MEA)
    • Eco expectations are being placed on brands
  2. ASIA PACIFIC (APAC)

    • Asia: a spotlight on formulations
    • Gentle dishwashing products are in demand
    • Space exists for skin-safe claims
    • Graph 3: dishwashing product launches carrying select skin related claims, 2020-25
    • Strike the balance between performance and safety
    • Asia: plant-based surfactants gain momentum
    • Natural ingredients are trusted
    • APAC leads the way with natural claims
    • Brands are exploring bio-based cleaning agents
    • Australia & New Zealand
    • Time, and speed, is of the essence
  3. THE AMERICAS

    • North America: a hunger for antibacterial innovation
    • Germ killing properties appeal
    • Antibacterial launches fluctuate
    • Graph 4: dishwashing product launches carrying anti-bacterial claims, 2020-25
    • Brands spotlight alternative powerful cleaning claims
    • Orange House promotes antibacterial properties and skin safety
    • North America: opportunities to stand out in a shrinking botanical space
    • The desirability of familiar ingredients
    • Botanical claims regress…
    • Graph 5: dishwashing product launches carrying botanical/herbal claims, 2020-25
    • …but plant-based still has power
    • Latin America
    • Biodegradability is a focus in the region

Explore the latest innovations in dishwashing products with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product developments over the past 12 months.

Key innovation trends in the global dishwashing products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.

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