“The category’s essential nature helps to shield it from serious cutbacks due to current economic conditions, though many consumers are altering their dishwashing behaviours in order to save money. Efficacy is prioritized over all else, with consumers generally intrigued, but unwilling to pay more for additional ‘nice to have’ features beyond performance. Going forward, sustainability and value will be strongly linked, with efficiencies in dishwashing behaviours benefitting both the planet and consumer budgets.”
– Meghan Ross, Senior Analyst – Home & BPC
This Report looks at the following areas
- Market factors impacting the dishwashing products market
- Dishwashing product purchases and shopping behaviours
- Dishwasher ownership and usage patterns
- Purchase factors impacting product choices
- Dishwashing behaviours and attitudes
- Interest in dishwashing product innovations
Collapse All
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top Takeaways
- Consumer trends
- Competitive strategies
- Market predictions
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- Figure 1: Dishwasher product category outlook, 2023-28
- Opportunities
- Link environmental and economic efficiencies
- Sustainability-focused innovations spark interest
- Highlight the role detergents play in the dishwasher to build importance
- Fight apathy with health and safety messaging
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Market Drivers
- Economic conditions strain household budgets
- Figure 2: 12-month change in the Consumer Price Index, July 2020-July 2023
- Figure 3: Home ownership rate (%), 1971-2021
- Household size impacts dishwashing behaviours
- Figure 4: Distribution of households by type, 2021
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- Figure 5: Distribution of foreign-born population, by region of birth, 1996-2036*
- Impact of COVID-19 on dishwashing products
- Figure 6: Work location, 2023
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- Figure 7: Interest in dish soap for handwashing by hand that provides anti-bacterial protection, by level of COVID-19 exposure concern, 2023
- Economic conditions strain household budgets
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Competitive Strategies and Market Opportunities
- Sustainability initiatives take many shapes
- Figure 8: Mintel Trend Driver: Surroundings
- Figure 9: Seventh Generation Lemon Scent Dishwasher Detergent Packs (US), July 2023
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- Figure 10: Make Nice Company Instagram post, March 2023
- Figure 11: Dawn Ultra Platinum Powerwash Lemon Scent Dish Spray (US) May 2023
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- Figure 12: Nature Clean Rinse Agent for Automatic Dishwashers (Canada), June 2023
- Figure 13: Field & Future by H-E-B Hill Country Laurel Dishwashing Liquid (US), July 2023
- Consumers are seeking value
- Figure 14: Mintel Trend Driver: Value
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- Figure 15: Current financial situation, 2023
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- Figure 16: Finish Canada Instagram post, July 2022
- Figure 17: Kliin Lemon Scented Dish Cleansing Paste (Canada), August 2023
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- Figure 18: Seventh Generation Power+ Mandarin Orange Scent Foaming Dish Spray (US), July 2023
- Figure 19: Ecover UK Instagram post, August 2023
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- Figure 20: Nellie’s Clean Instagram post, July 2023
- Figure 21: Finish Dishwasher Cleaning Tabs (US), July 2023
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- Figure 22: Dawn Dishwash Instagram post, April 2023
- Figure 23: Aspen Clean Instagram post, August 2023
- Health and wellness have a role to play
- Figure 24: Mintel Trend Driver: Wellbeing
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- Figure 25: Rockin’ Green Lemon Scented Auto Dish Detergent Powder (US), April 2022
- Figure 26: Grove Co. x Drew Barrymore Fresh Horizons Island Orchid Ultimate Dish Soap Single Refill (US), May 2023
- Sustainability initiatives take many shapes
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The Dishwashing Product Consumer – Fast Facts
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Dishwashing Responsibilities
- Most consumers clean dishes, at least some of the time
- Figure 27: Dishwashing responsibilities, 2023
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- Figure 28: Dishwashing responsibilities, by age and gender, 2023
- Most consumers clean dishes, at least some of the time
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Dishwasher Ownership
- Three quarters of consumers own a dishwasher
- Figure 29: Dishwasher ownership, 2023
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- Figure 30: Dishwasher ownership, by home ownership, 2023
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- Figure 31: Dishwasher ownership, by household income, 2023
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- Figure 32: Dishwasher ownership, Chinese and South Asian consumers vs overall, 2023
- Three quarters of consumers own a dishwasher
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Dishwashing Product Purchases
- Dishwasher tablets/capsules are the most common format
- Figure 33: Dishwashing products purchased in the past six months, 2023
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- Figure 34: Dishwasher products repertoire, among dishwasher owners, 2023
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- Figure 35: Dishwashing products purchased in the past six months, by dishwasher product repertoire size among dishwasher owners, 2023
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- Figure 36: Dishwashing products purchased in the past six months, men vs women, 2023
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- Figure 37: Dishwashing products purchased in the past six months, 18-44s vs over-45s, 2023
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- Figure 38: Nellie’s Clean Instagram post, July 2023
- Chinese consumers under-index for detergent purchases – and dishwasher usage overall
- Figure 39: Dishwasher detergent formats purchased in the past six months, Chinese and South Asian consumers vs overall, 2023
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- Figure 40: Dishwasher detergent formats purchased in the past six months, by parental status, 2023
- Dishwasher tablets/capsules are the most common format
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Dishwashing Product Purchase Influencers
- Shoppers are prioritizing efficacy
- Figure 41: Dishwashing product purchase influences, 2023
- Dishwasher detergent purchase influencers
- Figure 42: Dishwashing product purchase influences, 18-44s vs over-45s, 2023
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- Figure 43: ‘I’m concerned about harsh ingredients in dishwasher detergent’ (% agree), by parental status, 2023
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- Figure 44: Aspen Clean Instagram post, July 2023
- Dish soap purchase influencers
- Figure 45: Dish soap purchase influences,18-44s vs over-45s, 2023
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- Figure 46: Method Products Instagram post, August 2023
- Dishwasher rinse aid purchase influencers
- Figure 47: Dishwasher rinse aid purchase influences, 18-44s vs over-45s, 2023
- Shoppers are prioritizing efficacy
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Dishwasher Attitudes and Behaviours
- Dishwashing behaviours and frequency
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- Figure 48: ‘I rinse dishes before putting them in the dishwasher’, 2023
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- Figure 49: ‘I run my dishwasher almost every day’ (% agree), by household size, 2023
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- Figure 50: ‘I run my dishwasher almost every day’ (% agree), by household income, 2023
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- Figure 51: Everyday I’m Dishwashing (with Cascade), March 2023
- Figure 52: Small Loads in the Dishwasher Save Water, March 2022
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- Figure 53: Method Free + Clear Dishwasher Packs (US), April 2023
- Figure 54: Dishwashing attitudes and behaviours (% agree), Chinese and South Asian consumers vs overall, 2023
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- Figure 55: ‘Using a dishwasher consumes less water than hand washing dishes’ (% agree), by age, 2023
- Dishwashing performance attitudes
- Figure 56: Dishwashing product performance attitudes (% agree), men vs women, 2023
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- Figure 57: Dishwashing product performance attitudes (% agree), by age, 2023
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- Figure 58: ‘I mostly blame the dishwasher when items don’t come out clean’ (% agree), by shopping behaviour, 2023
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Shopping for Dishwashing Products
- Routine and loyalty play into shopping decisions
- Figure 59: Dishwashing product shopping behaviours (% agree), 2023
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- Figure 60: Dishwashing product shopping behaviours (% agree), 18-44s vs over-45s, 2023
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- Figure 61: ‘I usually buy store brand dishwashing products’ (% agree), by racial background, 2023
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- Figure 62: Select dishwashing product shopping behaviours (% agree), by household size, 2023
- Routine and loyalty play into shopping decisions
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Interest in Product Innovations
- Interest in dishwasher detergent innovations
- Sustainability claims garner attention among consumers
- Figure 63: Interest in dishwasher detergent innovations, 2023
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- Figure 64: Interest in dishwasher detergent innovations, by age, 2023
- Interest in dish soap innovations
- Anti-bacterial and convenience claims have the highest interest levels
- Figure 65: Interest in hand washing dish soap innovations, 2023
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- Figure 66: Interest in dish soap innovations, by age, 2023
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
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