UK Dishwashing Products Market Analysis
After a pandemic-driven surge in 2020, growth slowed for the following two years, but the market rebounded last year. However, growth is expected to stagnate from 2025, with a forecasted increase in the foreseeable future. This slowdown is attributed to reduced dishwasher ownership and a shift towards all-in-one products, which may decrease demand for traditional products like rinse aids and salts. Financial pressures could also lead consumers to favour cost-effective options, such as private label brands.
UK Dishwashing Products Market Trends
Consumer trends in the UK dishwashing products market highlight a growing focus on sustainability, with 51% of adults trying to adopt more eco-friendly dishwashing practices. However, performance remains a top priority, and consumers are increasingly opting for convenient, all-in-one products. Younger generations show lower usage of ancillary products like rinse aids and dishwasher salts due to limited understanding of their benefits. There is also a rising interest in products tailored to specific needs, such as baby-safe or pet-friendly formulations, as well as innovations like quick soak solutions. Despite the shift towards sustainability, cost-consciousness is growing, with many consumers seeking affordable, effective options, including private label products. This Dishwashing Products Market evolution presents exciting opportunities for niche segments to thrive.
Purchasing the UK Dishwashing Products Market Report for 2025 reveals growing demand for sustainable, all-in-one products and highlights opportunities in niche segments like baby-safe and pet-friendly formulations, helping brands stay competitive in a cost-conscious market.
About The Report
The UK Dishwashing Products Market Report 2025 provides in-depth insights into consumer trends, including the shift towards sustainable and all-in-one products, the growing demand for convenience, and the rise of cost-conscious behaviours. The report covers key areas such as market growth, product usage, consumer preferences, and the impact of financial and sustainability concerns. It surveys a broad range of factors, including generational differences, eco-friendly practices, and niche product demand. Dishwashing Products Market size and its growth potential are explored, helping brands, manufacturers, marketers, and industry analysts gain valuable information to adapt to changing consumer habits, identify market opportunities, and stay competitive in the evolving Dishwashing Products Market landscape.
Key Topics Analysed in the Report
- Mintel’s predictions for value sales growth in the dishwashing product category
- Consumer perceptions of ancillary dishwasher product function
- Changes in dishwashing behaviours and attitudes towards dishwasher cycles and dishwashing products
- How consumers approach pre-soaking dishes
- New product development trends in the dishwashing category
| Report Attributes | Details |
|---|---|
| Published Date | May 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom |
| Consumer Data | 2,000 internet users aged 16+, April 2025 |
| Number of Pages | 79 |
| Market Segmentation | Washing-up Liquid, Dishwasher Tablets/Capsules, Dishwasher Rinse Aid, Dishwasher Salt, Dishwasher Cleaners, Dishwasher Powder/Liquid, and Dishwasher Fresheners |
| Leading Companies | Fairy, Finish, Ecover, Milton, INEOS, Morrisons, Asda, and Sainsbury’s |
Meet the Expert Behind the Analysis
This report was written by Luke Santos. Luke joined the Mintel household care research team in 2022, researching and writing Household Care and brand Reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.Â
Consumers are adopting environmentally responsible behaviours when washing dishes, but will not sacrifice performance. Niche cleaning needs hold potential.
Luke Santos
Household Care Analyst
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EXECUTIVE SUMMARY
- Opportunities for the dishwashing product market
- Demonstrate commitment to sustainability with evidence
- Create dishwashing products for specific needs
- Education will be key to igniting interest in ancillary products
- Graph 1: usage of dishwasher products in the last six months, by select generations, 2025
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Minimal growth forecast as all-in-one products gain momentum
- Fairy closes in on Finish in machine dishwashing
- Shorter supply chains become more desirable
- What consumers want and why
- Washing-up liquid is a household essential
- A need for clarity in the role of ancillary products
- Graph 2: perceptions of dishwasher product functions, 2025
- Dishwasher additive usage is low among younger consumers
- Graph 3: usage of dishwasher products in the last six months, by generation, 2025
- Convenience drives usage of multifunctional products
- Graph 4: dishwashing behaviours, 2025
- Provide alternatives to traditional soaking methods
- Innovation and marketing
- A hunger for convenience is leading to innovation
- Brands are investing in washing-up liquid
- Graph 5: total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by category, 2022-25
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MARKET DYNAMICS
- Market size
- Value growth continues in the dishwashing market
- Market value reaches new highs
- Market forecast
- Forecast – note on US trade disruption
- Impact of US trade disruption for dishwashing products market
- Value sales are set to stagnate
- The outlook for the dishwashing market
- Market segmentation
- Machine dishwashing sees a spike in spending
- Consumers are investing more in dishwasher products
- Sales growth in the hand dishwashing segment slows in 2024 as inflation eased
- Market share
- Fairy experiences significant growth in machine dishwashing…
- …which can be attributed to investment in ad campaigns
- Fairy’s dominance in hand dishwashing persists, though opportunities for disruption exist
- Challenger brands can break the cycle
- INEOS leverages science to stand out
- Milton provides baby-friendly cleaning
- Distribution channels
- Grocery multiples remain the dominant purchase channel
- Online channels hold potential for the future
- Market drivers
- Consumer confidence sees cautious recovery
- Graph 6: the financial confidence index, 2016-25
- Dishwasher purchases decline
- Graph 7: dishwasher appliance purchases in the last three years, 2024-25
- Water bill increases will impact purchases and behaviours
- Locally sourced products will gain interest
- Decrease in dishwashing instances provides innovation opportunities
- Graph 8: working location, 2024 and 2025
- At-home hosting provides opportunities for more-delicate dish care
- The UK Green Claims Code issues guidelines to avoid greenwashing
- The EU Packaging and Packaging Waste Directive aims to reduce waste
- Governance is also making environmentally friendly packaging the most cost-effective solution
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WHAT CONSUMERS WANT AND WHY
- Usage of washing up liquid
- Washing-up liquid usage is almost universal
- Graph 9: usage of washing-up liquid in the last six months, 2025
- Bridge the gender gap in hand dishwashing
- Graph 10: usage of washing up liquid in the last six months, by age and gender, 2025
- Dishwasher ownership and product usage
- A decline in dishwasher ownership will boost demand for hand-washing products
- Help dishwasher owners extend machine life through correct product usage
- Graph 11: dishwasher ownership by housing situation, 2025
- Consumers turn to all-in-one products for convenience
- Graph 12: usage of dishwasher products in the last six months, 2023-25
- Brands are improving the efficacy of all-in-one formats
- A generation gap exists in rinse aid and dishwasher salt usage
- Graph 13: usage of dishwasher products in the last six months, by generation, 2025
- Boost awareness of dishwasher salt for hard water households
- Dishwashing frequency
- Hand dishwashing frequency outweighs machine dishwashing
- Graph 14: hand and machine dishwashing frequency in the last six months, 2025
- Encourage more-frequent usage of dishwashers, even with smaller loads
- Dishwasher product function perceptions
- Strengthen understanding of dishwasher additives
- Respond to the need for clarity on ancillary product function
- Graph 15: perceptions of dishwasher product functions, 2025
- Teaching consumers could lead to an uptick in usage
- Graph 16: perceptions of dishwasher rinse aid function, by age, 2025
- Draw inspiration from dishwasher manufacturers to educate on ancillary product purpose
- Improve positioning of dishwasher fresheners
- Changes in dishwashing behaviours
- Sustainability and performance are driving consumer behaviours
- Optimise products for eco behaviours
- Parents of young children are more likely to adopt eco-friendly behaviours
- Graph 17: eco-friendly dishwashing behaviours, by parental status, 2025
- Performance issues are more prevalent among younger generations
- Graph 18: consumers who have changed dishwashing products in the last six months because of performance issues, by generation, 2025
- Attitudes toward dishwasher cycles and products
- Convenience drives usage of multifunctional products
- Graph 19: attitudes toward dishwasher cycles and products, 2025
- Enhance the performance of dishwashing products tailored for short cycles
- Pre-soaking behaviours
- Soaking behaviours are even, regardless of washing method
- Pre-soaking helps relieve performance concerns
- Graph 20: pre-soaking behaviours, 2025
- Develop products that support dish soaking
- Opportunities to enhance cold-water detergents
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INNOVATION AND MARKETING TRENDS
- Innovation and marketing
- Handwashing product development shows growth
- Graph 21: dishwashing product launches, by sub-category, 2022-25
- Ethical and environmental claims will need to be substantiated
- Graph 22: dishwashing product launches carrying ethical & environmental claims, 2022-25
- Genuine environmental pledges resonate with consumers
- Private-label launches retain their share innovation
- Sainsbury’s can leverage heritage and sustainability to stand out
- Skin-friendly opportunities exist in hand dishwashing
- Graph 23: hand dishwashing launches carrying skin-related claims, 2021-2025
- Cater to consumers with hand care innovations
- The Bower Collective stand out by focusing on formulations
- Elevating pack designs can encourage usage of refillables
- Driving innovation through fragrance experimentation
- Enhance convenience claims to increase appeal
- Graph 24: dishwashing product launches carrying an ease of use or time/speed claim, 2022-25
- Brands are providing simpler soaking solutions
- Sheet formats hold potential in the dishwashing space
- Advertising and marketing activity
- Brands are investing in dishwashing advertising
- Graph 25: total above-the-line, online display, direct mail and social media advertising expenditure on dishwashing products, 2022-25
- Social media advertising will be crucial for future generations
- Graph 26: total above-the-line, online display, direct mail and social media advertising expenditure on dishwashing products, by media type, 2022-25
- Washing-up liquid ad spend is on the up
- Graph 27: total above-the-line, online display, direct mail and social media advertising expenditure on dishwashing products, by category, 2022-25
- Brand leaders continue to invest in advertising
- Graph 28: total above-the-line, online display, direct mail and social media advertising expenditure on dishwashing products, by advertiser, 2022-25
- First time clean, every time, with Finish
- Finish collaborates with food influencers and media
- Fairy focuses on convenience
- Ocean Saver promotes its eco-friendly positioning
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APPENDIX
- Market forecast data and methodology
- Market forecast: at constant and current prices
- Market forecast: prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Products covered in this report
- Abbreviations and terms
- Generations
- Nielsen Ad Intel coverage
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