UK Dishwashing Products Market Report 2021
£ 2,195 (Excl.Tax)
Description
Providing the most comprehensive and up-to-date information and analysis of the UK Dishwashing Products market, including the behaviours, preferences and habits of the consumer.
Due to the lockdowns and stay-at-home orders throughout 2020, the dishwashing products market saw a huge spike of 18.8%. With more people eating meals at home, as well as increased baking habits, washing up became much more frequent. However, as the pandemic ends and lockdowns lift, this usage will begin to fall as out-of-home dining returns.
While the dishwashing products market is set to stabilise post-pandemic, flexible working patterns and working from home will remain in the long term. This will encourage an increased usage of washing up products compared to before the pandemic, keeping up the demand.
Dishwasher usage, however, is often contractor and shows a lack of clarity on how to use the machines. While 42% of dishwasher owners use co-friendly settings, 39% always pre-rinse items in the sink before putting them in the dishwasher. This not only reduces the efficiency of the dishwasher cycle but also wastes additional water unnecessarily.
With the environment set to become a much stronger concern among consumers as the pandemic lifts, brands will have to become stronger on their environmental messaging. Innovation through products and stronger marketing campaigns can help to promote sustainability initiatives.
Read on to discover more details or take a look at all of our UK Household, House and Home market research.
Quickly understand
- The impact of COVID-19 on the dishwashing products market including machine dishwashing products, hand dishwashing products and machine dishwashing ancillaries.
- The value of individual dishwashing segments and brand performance in 2019 and 2020.
- Launch activity and opportunities for innovation in dishwashing products category.
- Advertising and marketing activities in dishwashing category during 2020.
- Usage of dishwashing products and factors influencing purchase in the last 12 months.
- Consumer interest in new innovations in hand dishwashing segment.
- Consumer behaviour and attitudes towards purchase and usage of dishwashing products.
Covered in this report
Product Brands: Finish, Fairy, Ecover, Magnum, Proctor & Gamble, Reckitt, S C Johnson, Method, Surcare, Easy, Wilton, Clara, Sainsbury’s, Tesco, Aldi, John Lewis, Morrisons, Ecozone, Attitude, Delphis Eco, own-label.
Dishwasher Brands: Hoover, Daan Tech, Whirlpool.
Expert analysis from a specialist in the field
Written by Arpita Sharma, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
While COVID-19 led to unprecedented sales of dishwashing products, the market will stabilise once the anxiety around the virus diminishes. However, more frequent home working and enhanced home cooking habits will keep the market more buoyant than before the pandemic. Brands should use sustainability, like biodegradability, and format-led innovations, such as refills and waterless formats in hand dishwashing, to differentiate their product from competition thereby increasing visibility and market share.
Arpita Sharma
Global Household Analyst
Table of Contents
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Overview
- Key issues covered in this report
- Economic and other assumptions
- Products covered in this Report
- Hand washing detergent
- Dishwasher detergent
- Excluded
-
Executive Summary
- Impact of COVID-19 on Dishwashing Products
- Figure 1: Short-, medium- and long-term impact of COVID-19 on dishwashing products Category, 10 May 2021
- The market
- Dishwashing products gets a boost due to staying at home during pandemic led lockdowns
- Figure 2: UK central forecast value sales of the dishwashing products market (prepared 31 March 2021), 2015-25
- Companies and brands
- Finish leads the machine dishwashing segment with strong marketing strategies
- Figure 3: Leading brand owners’ share of the UK machine dishwashing products market, by value, year ending February 2021
- Fairy remains market leader in hand dishwashing segment
- Figure 4: Leading brand owners’ share of the UK hand dishwashing products market, by value, year ending February 2021
- New packaging led the launch activity amidst slowing down of NPD
- Figure 5: Share of NPD in the UK dishwashing products market, by launch type, January 2016-April 2021
- The consumer
- Washing-up liquid enjoys universal usage
- Figure 6: Usage of washing-up liquid in last 6 months, March 2021
- Increased involvement of men in buying dishwashing products
- Figure 7: Purchase of washing-up liquid in last 6 months by gender, March 2020 and March 2021
- Right to repair will create opportunities for expensive dishwashers
- Figure 8: Ownership of dishwashers, March 2021
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- Figure 9: Change in frequency of usage of dishwashers, March 2021
- Consumers are satisfied with performance of their dishwasher
- Figure 10: Satisfaction from performance of dishwashers, March 2021
- All-in-one tablets and capsules continue to be the most popular dishwasher products
- Figure 11: Usage of dishwasher products, March 2019, March 2020 and March 2021
- Educate consumers about efficient use of dishwashers
- Figure 12: Consumer behaviour around dishwashing products, March 2021
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- Figure 13: Consumer interest in innovation in dishwashing products, March 2021
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- Figure 14: Consumer attitudes around machine dishwashing products, March 2021
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- Figure 15: Consumer attitude around hand dishwashing products, March 2021
- Impact of COVID-19 on Dishwashing Products
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Issues and Insights
- Maintain sustainability as a focal point in the post-pandemic world
- Experiment with product formats to rejuvenate the category
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The Market – Key Takeaways
- COVID -19 steers dishwashing products towards unprecedented growth
- Prepare for rise in omnichannel shopping
- Sustainability and environmental concerns will be under the spotlight
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Market Size and Forecast
- Impact of COVID 19 on dishwashing products
- Figure 16: Short-, medium- and long-term impact of COVID-19 on dishwashing products, 10 May 2021
- Dishwashing products market will remain buoyant
- Figure 17: UK retail value sales of dishwashing products (prepared 31 March 2021), 2015-25
- Dishwashing products category will stabilise by 2023
- Figure 18: UK central forecast value sales of the dishwashing products market (prepared 31 March 2021), 2015-25
- Market drivers and assumptions
- Figure 19: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 4 May 2021)
- Learnings from the last recession
- Figure 20: UK retail value sales of dishwashing products, 2008-18
- Forecast methodology
- Impact of COVID 19 on dishwashing products
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Market Segmentation
- Added cooking occasions drive massive category growth
- Figure 21: UK retail value sales of dishwashing products, by segment, 2019 and 2020
- Lack of trust in all-in-one products leads to growth of ancillaries
- Figure 22: UK retail value sales of machine dishwashing products, by segment, 2019 and 2020
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- Figure 23: Dishwashing tablets with all-in-one information on front of pack
- Added cooking occasions drive massive category growth
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Channels to Market
- Grocery tops the channel growth for dishwashing products
- Figure 24: UK retail value sales of dishwashing products, by outlet type, 2018-20
- Convenience will make a comeback
- Prepare for rise in omnichannel shopping
- Figure 25: Finish launches its direct-to-consumer site offering discounted bundles of its products, 2021
- New retail strategies will emerge
- Grocery tops the channel growth for dishwashing products
-
Market Drivers
- Consumer confidence is fluctuating albeit rolling up
- Figure 26: Trends in consumer sentiment for the coming year, January 2017-Februray 2021
- Surge in home ownership will impact dishwashing products market
- Figure 27: Monthly UK residential property transactions, January 2019-March 2021
- Find opportunities to increase dishwasher ownership
- Right to repair law paves way for longer-lasting machines
- Figure 28: Hoover’s H Dish 700 – AI enabled, voice controlled, dishwasher and sanitizer, March 2021
- Portable dishwashers could make way in people’s homes
- Figure 29: Daan Tech’s Bob claimed to be first autonomous and ultra-compact dishwasher
- Educate consumers about washing dishes efficiently
- Figure 30: Finish’s Fastest Stacker challenge run on its instagram official account
- There is an imminent need to reduce carbon emissions
- Consumer confidence is fluctuating albeit rolling up
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Companies and Brands – Key Takeaways
- Brands increase their share while outperforming own label products
- Ramp up NPD to balance innovation to meet consumer demand
- Blend efficacy and sustainability for consumer communications
- Digital takes a big jump in adspend
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Market Share
- Procter & Gamble dominates the dishwashing products category
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- Figure 31: Leading brand owners’ share of the UK dishwashing products market, by value, year ending February 2021
- Finish continues to lead machine dishwashing products segment
- Figure 32: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, years ending February 2020 and 2021
- Figure 33: Examples of Finish’s Powerball Quantum Ultimate product launches in 2020
- Fairy maintains its market leadership in hand dishwashing segment
- Figure 34: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, years ending February 2020 and 2021
- Figure 35: Examples of product launches within Fairy’s Quickwash range in 2020
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Launch Activity and Innovation
- Potential to increase share of NPD within homecare category
- Figure 36: UK household care launches, by category, 2018-20
- Decline in new product launches to tackle high demand
- Figure 37: Share of NPD in the UK dishwashing products market, by sub-category, January 2016-April 2021
- Packaging and relaunches kept the category upbeat
- Figure 38: Share of NPD in the UK dishwashing products market, by launch type, January 2016-February 2021
- Figure 39: Fairy Platinum dishwasher capsules claims to use less water as there is no need to pre-wash, pre-rinse or soak, April 2020
- Ethical and environmentally friendly claims lead the way
- Figure 40: Leading claims on dishwashing product launches, by leading claims in 2019 and 2020
- Figure 41: Examples of washing-up liquids with biodegradable claims, 2020
- Further decline in share of private label NPD
- Figure 42: Share of NPD in the UK dishwashing products market, branded vs own-label, January 2016-February 2021
- Figure 43: Examples of private label launches with A.I.S.E. Voluntary Sustainability Initiative logo in 2020
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- Figure 44: Aldi’s eco-friendly new product launches under brand name “Eco Action”, 2020
- P&G SC Johnson increase their share of NPD
- Figure 45: Share of NPD in the UK dishwashing products market, by ultimate company, 2020
- Figure 46: New product launches by SC Johnson, 2020
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- Figure 47: Plant based, biodegradable washing-up liquid in pump format launched by method, 2020
- P&G relaunches antibacterial washing-up liquid
- Figure 48: Fairy Eucalyptus antibacterial dishwashing liquid launched during the pandemic, 2020-21
- Fairy adjusts ad messaging through on-pack plastic signposting
- Figure 49: Repackaged Fairy Original Dishwashing Liquid claims to use 2X less plastic, October 2020
- Potential to increase share of NPD within homecare category
-
Advertising and Marketing Activity
- Procter & Gamble rules adspend in the dishwashing category
- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top advertisers, 2020
- Fairy’s initiative to give back to the community
- Figure 51: Fairy partnered with Make A Wish charity, May 2020
- Dishwashing brands explore digital channels
- Figure 52: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by media type, 2020
- P&G highlights power and convenience for Quickwash
- Figure 53: P&Gs Fairy Platinum quckwash TV advert, November 2020
- Fairy continues to tap into consumer anxiousness around germs
- Figure 54: Fairy’s Antbacterial range’s campaign run on digital media, 2021
- Finish ties up with National Geographic in Save Water Campaign
- Figure 55: Finish’s “save Water Clean Clever” Campaign, September 2020
- Finish continues focus on ancillaries
- Figure 56: Finish Dishwasher Cleaner Liquid – New Hygiene Formula TV Advert, 2020
- Small players build on their niche to tap into growing demand
- Figure 57: Delphis Eco launched “How to Clean like a Pro by Sarah Beeny” in March 2021
- Ecover’s Fertilize the Future campaign points to eco positioning
- Figure 58: Ecover’s Fertilise the Future fund inviting ideas with nature based solutions, 2020
- Appliance manufacturers’ initiative to support NHS during pandemic
- Figure 59: Whirlpool UK donated appliances including dishwashers to NHS hospitals and charities, 2020
- Nielsen Ad Intel coverage
- Procter & Gamble rules adspend in the dishwashing category
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Brand Research
- Brand map
- Figure 60: Attitudes towards and usage of selected brands, April 2021
- Key brand metrics
- Figure 61: Key metrics for selected brands, April 2021
- Fairy is closely associated with trust
- Figure 62: Attitudes, by brand, April 2021
- Finish is perceived as fun and accessible
- Figure 63: Brand personality – macro image, April 2021
- Ecover is recognised as natural while Method is considered authentic
- Figure 64: Brand personality – micro image, April 2021
- Brand analysis
- Fairy will continue to rely on consumer trust
- Figure 65: User profile of Fairy, April 2021
- Finish scores well on trust and efficacy
- Figure 66: User profile of Finish, April 2021
- Method can build on its innovative quotient to maintain consumer loyalty
- Figure 67: User profile of Method, April 2021
- Ecover has potential to tap into interest in refills through its refill stations
- Figure 68: User profile of Ecover, April 2021
- Magnum can innovate to cater to price conscious, sustainable user groups
- Figure 69: User profile of Magnum, April 2021
- Reading word clouds
- Brand map
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The Consumer – Key Takeaways
- Innovations will be the key to maintain post-pandemic growth
- Prepare for environmental concerns to make a comeback
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Impact of COVID-19 on Consumer Behaviour
- Waning concerns around coronavirus
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- Figure 70: Concern about exposure to COVID-19/coronavirus, 28 February-22 April 2021
- New product development and innovation will drive sales
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- Figure 71: Examples of washing-up liquids for sensitive skin, 2020
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- Figure 72: Examples of washing-up liquids infused with essential oils launched in 2020
- Sell sustainability initiatives
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- Figure 73: Visually attractive sustainable packaging in dishwashing category in UK, April 2020 – April 2021
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Usage of Dishwashing Products
- Modest increase in penetration of washing-up liquid during pandemic
- Figure 74: Usage of washing-up liquid in last 6 months, March 2021
- Levelling up of gender disparity
- Figure 75: Usage of washing-up liquid in last 6 months by gender, March 2020 and March 2021
- Modest increase in penetration of washing-up liquid during pandemic
-
Purchase Pattern of Dishwashing Products
- Support the even distribution of dishwashing activities
- Figure 76: Purchase of washing-up liquid in last 6 months by gender, March 2020 and March 2021
- Support the even distribution of dishwashing activities
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Ownership and Usage of Dishwashers
- Right to Repair may put expensive dishwashers in the limelight
- Figure 77: Ownership of dishwashers as of March 2021
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- Figure 78: Dishwashing ancillaries with “prolongs machine life” claim, 2020
- Lifestyle change has increased usage
- Figure 79: Change in frequency of usage of dishwashers, March 2021
- Right to Repair may put expensive dishwashers in the limelight
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Consumer Satisfaction with their Dishwasher
- Consumers are satisfied with dishwashers
- Figure 80: Satisfaction from performance of dishwashers, March 2021
- Opportunity for smart dishwashers
- Innovate on appliance’s aesthetics
- Consumers are satisfied with dishwashers
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Usage of Dishwasher Products
- Differentiate all in one to beat the competition
- Figure 81: Usage of dishwasher products, March 2019, March 2020 and March 2021
- Ancillaries may get a fresh lease of life
- Figure 82: Environmentally conscious Ecozone’s range of mac
- Differentiate all in one to beat the competition
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Consumer Behaviours around Dishwashing Products
- Proactively communicate brand’s environmental initiatives
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- Figure 83: Consumer behaviour around dishwashing products, March 2021
- Educate consumers about process of dishwashing
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- Figure 84: Consumer behaviour around pre-rinsing in process of dishwashing by age group, March 2021
- NPD in own-label brands will appeal to consumers
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Interest in Innovation in Dishwashing Products
- Sustainable packaging is the key for consumer reach
- Figure 85: Consumer interest in innovation in dishwashing products, March 2021
- Natural ingredients will appeal to conscious consumers
- Figure 86: Private Label plant based products carrying botanical/ herbal claims, April 2020 – April 2021
- Venture into ingredient focussed innovations
- Figure 87: P&Gs 9 elements liquid dish soap featuring natural ingredients and ability to fight hardwater, April 2021
- Sustainable packaging is the key for consumer reach
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Attitude around Machine Dishwashing Products
- Effectiveness of cold water cycles under question
- Figure 88: Consumer attitudes around machine dishwashing products, March 2021
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- Figure 89: Essential Waitrose & Partners Dishwasher gel showcases “low temperature” claim on pack, July 2020
- Present multiple size dishwasher tablets on a platter
- Effectiveness of cold water cycles under question
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Attitude around Hand Dishwashing Products
- Scents can create a desire to washing-up by hand
- Figure 90: Consumer attitude around hand dishwashing products, March 2021
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- Figure 91: Hand Dishwashing brands experiment with unique fragrances, April 2020 – April 2021
- Opportunity for refills to avoid wastage
- Experiment with waterless product formats for new launches
- Figure 92: Examples of solid formats of hand dishwashing products introduced in europe, April 2020- April 2021
- Scents can create a desire to washing-up by hand
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
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- Figure 93: UK central forecast value sales of the dishwashing products market (prepared 31 March 2021), 2015-25
- Forecast Methodology
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