UK Dishwashing Products Market Report 2022
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“Although household care is largely protected from reduced engagement due to rising costs by its needs-based status, brands can still prepare themselves for shifts in consumer habits and behaviours around dishwashing. Value will become even more critical, which will encourage many people to shift their spend to discounters, or to seek out more promotional deals. However, it’s also important that brands continue to define the value they offer, for example through high performance. Fairy and Finish are great examples of brands that have performed strongly even in testing financial times because of their reputation for efficacy and efficiency.”
– Richard Hopping, Director of Household Care Insights, EMEA, May 2022
This report covers the following issues:
- Performance of the market following the easing of COVID-19 restrictions and expected impact on sales of the rising cost of living.
- Usage and purchase behaviours of hand and machine dishwashing products.
- The frequency of dishwasher usage.
- The features of a dishwashing product that encourages consumers to consider a product a natural one.
- New launch activity and product concepts of interest, as well as attitudes towards selected brands.
- Consumer attitudes towards hand and machine dishwashing products.
Collapse All
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Overview
- Key issues covered in this Report
- Market context
- Products covered in this Report
- Hand washing detergent
- Dishwasher detergent
- Excluded
-
Executive Summary
- The five-year outlook for dishwashing products
- Figure 1: Category outlook, 2022-27
- The market
- The market is starting to drop back to normal levels
- Inflationary pressures will impact the market, but consumers will remain engaged
- Cost of living will also influence dishwasher usage
- Figure 2: Market forecast for dishwashing products, 2021-26
- Companies and brands
- Finish extends its dominance in the machine segment
- Figure 3: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, 2022
- Fairy’s image will protect it from own-label challenge
- Figure 4: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, 2022
- The consumer
- Stagnation in engagement puts more pressure on encouraging more spend
- Figure 5: Dishwasher ownership in the household, 2022
- Washing-up liquid usage is ubiquitous
- Figure 6: Usage of washing-up liquid in the last 6 months, by age, 2022
- A return to purchasing normality, but with a few differences
- Figure 7: Purchase of washing-up liquid, by gender and age, 2020-22
- Dishwasher frequency matches that of 2014
- Figure 8: Frequency of dishwasher usage, 2022
- Monodose formats make up the majority of the market
- Figure 9: Dishwasher product usage, 2021-22
- Consumers unsure about what makes washing-up liquids natural
- Figure 10: Indicators of natural washing-up liquids and dishwashing detergents – net, 2022
- Cleaning performance takes precedence
- Figure 11: Attitudes towards dishwashing products, 2022
- The five-year outlook for dishwashing products
-
Issues and Insights
- Reassertion of value will be critical
- Futureproof products by defining natural products more clearly
-
Market Size and Performance
- Market falls back, but remains higher than before the pandemic
- Figure 12: Market size for dishwashing products, 2016-21
- Market falls back, but remains higher than before the pandemic
-
Market Forecast
- The five-year outlook for dishwashing products
- Figure 13: Category outlook, 2022-27
- The market is starting to drop back towards normality
- Inflationary pressures will impact the market, but consumers will remain engaged
- Cost of living could also influence dishwasher usage
- Figure 14: Market forecast for dishwashing products, 2021-26
- Market drivers and assumptions
- Figure 15: Key drivers affecting Mintel’s market forecast, 2016-26
- Forecast methodology
- The five-year outlook for dishwashing products
-
Market Segmentation
- Machine dishwashing extends share of sales
- Figure 16: UK retail value sales of dishwashing products, by segment, 2019-21
- Monodose formats hold up more strongly than powders and liquids
- Figure 17: UK retail value sales of machine dishwashing products, by segment, 2019-21
- Consumers may consider dishwasher additives superfluous
- Machine dishwashing extends share of sales
-
Channels to Market
- Grocery multiple sales decline but remains strongest channel
- Figure 18: UK retail value sales of dishwashing products, by outlet type, 2019-21
- Discounters likely to experience a boost going forwards
- Lidl uses the opportunity to boost sustainability credentials
- Grocery multiple sales decline but remains strongest channel
-
Market Drivers
- The conflict in Ukraine will hurt the UK economy
- Inflation is the key concern for 2022 for consumers, brands and the economy
- Consumers’ financial wellbeing has slipped from its recent high point…
- Figure 19: Household financial wellbeing index, 2016-22
- …and concerns over inflation are coming to the fore
- Figure 20: Consumer concerns about household finances, 2021-22
- Stagnation in engagement puts more pressure on encouraging more spend
- Figure 21: Dishwasher ownership in the household, 2022
- Time to boost energy efficiency stories
- Figure 22: Dishwasher behaviours, 2021
- Antibacterial focus will wane
- Figure 23: Home hygiene is less of a priority for me than it was a year ago, by children in the home, 2021
- The rise in households will be critical to category growth
- Figure 24: Household estimates and projections in the UK (in millions), 2016-39
- Birth rates have stalled
- Figure 25: Number of live births in England and Wales, 1950-2020
-
Market Share
- Finish extends its dominance in the machine segment
- Figure 26: Leading brands’ sales and shares of the UK machine dishwashing products market, by value, 2020-22
- Fairy’s image will protect it from own-label challenge
- Figure 27: Leading brands’ sales and shares of the UK hand dishwashing products market, by value, 2020-22
- Own-label sales have fallen
- Figure 28: Leading brand owners’ share of the UK dishwashing products market, by value, 2022
- Finish extends its dominance in the machine segment
-
Launch Activity and Innovation
- Total NPD reaches lowest level
- Figure 29: Share of NPD in the UK dishwashing products market, by sub category, 2018-22
- Focus on new launches reflects attempt to innovate
- Figure 30: Share of NPD in the UK dishwashing products market, by launch type, 2018-22
- Use bigger refill packs to tap into value and sustainability
- Figure 31: Examples of Ecover 5l refill packs of washing up liquid, 2020-21
- Opportunities for powdered automatic detergents…
- Figure 32: Share of NPD in the automatic detergents segment, by format type*, 2018-22
-
- Figure 33: Examples of automatic dishwashing products in powder format, 2021-22
- …and hand dishwashing sprays
- Figure 34: P&G introduces dish spray format, 2020-22
- Fairy launches new anti-leak packaging concept
- Figure 35: Fairy MaxPower Dishwashing Liquid, 2022
- Explore the selling power of aromatherapy
- Figure 36: Share of NPD in the UK dishwashing products market, by leading fragrance component group in 2021, 2018-22
- Figure 37: Examples of NPD with aromatherapy claim, 2021-22
- Lifestyle claims on the rise
- Figure 38: Top 10 claims in the UK dishwashing product market, by leading claims in 2021, 2020-21
- Figure 39: Examples of NPD carrying lifestyles claims, 2021
- P&G and Reckitt lead NPD
- Figure 40: Share of NPD in the UK dishwashing products market, by ultimate company, 2021
- Figure 41: Examples of NPD from P&G and Reckitt, 2021
- Finish trials new Loop reusable packaging
- Private labels gain NPD share
- Figure 42: Share of NPD in the UK dishwashing products market, branded vs own-label, 2018-22
- Figure 43: Examples of new launches from private label, 2021-22
- Total NPD reaches lowest level
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Advertising and Marketing Activity
- P&G and Reckitt lead advertising activity
- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by top advertisers, 2021
- Homethings uses QR codes to reach new audiences
- Figure 45: Homethings uses QR codes to reach consumers, 2022
- Keep a close eye on subscription streaming services
- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on dishwashing products, by media type, 2018-21
- Ecover promotes and rewards refilling
- MACK associates dishwashing with music
- Figure 47: MACK launches its new Dish Jockey Washing Up Liquid, 2022
- Nielsen Ad Intel coverage
- P&G and Reckitt lead advertising activity
-
Brand Research
- Brand map
- Figure 48: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 49: Key metrics for selected brands, 2022
- Brand attitudes: Fairy offers good value and is worth paying more for
- Figure 50: Attitudes, by brand, 2022
- Brand personality: Ecover and Method seen as ethical brands
- Figure 51: Brand personality – macro image, 2022
- Fairy and Finish satisfy consumers’ demand for product performance
- Figure 52: Brand personality – micro image, 2022
- Brand analysis
- Fairy seen as trusted and reliable
- Finish provides quality and high performance
- Method seen as ethical and innovative
- Ecover benefits from natural perceptions
- Surcare perceived as a caring brand
- Brand map
-
Usage and Purchase of Washing-up Liquid
- Washing-up liquid usage is ubiquitous
- Figure 53: Usage of washing-up liquid in the last 6 months, by age, 2022
- Purchasing is lower among younger groups and men
- Figure 54: Purchase of washing-up liquid, by gender and age, 2022
- A return to normality, but with a few differences
- Washing-up liquid usage is ubiquitous
-
Dishwasher Usage Frequency
- Dishwasher frequency matches that of 2014
- Figure 55: Frequency of dishwasher usage, 2022
- Children influences dishwasher frequency
- Figure 56: Use of the dishwasher more than once a day, by presence of children in the home, 2022
- Dishwasher frequency matches that of 2014
-
Dishwasher Product Usage
- Monodose formats make up the majority of the market
- Figure 57: Dishwasher product usage, 2021-22
- Most frequent users more likely to use alternative formats
- Figure 58: Usage of dishwasher products, by frequency of dishwasher usage, 2022
- Cleaners and fresheners most popular among frequent users
- Figure 59: Usage of dishwasher additives, by frequency of dishwasher usage, 2022
- Monodose formats make up the majority of the market
-
Indicators of a Natural Dishwashing Product
- Consumers unsure about what makes dishwashing products natural
- Figure 60: Indicators of natural washing-up liquids and dishwashing detergents – net, 2022
- A need to develop understanding of certifications
- Non-toxic ingredients claims appeal to different demographics
- Upgrade biodegradable ingredients
- Figure 61: Selected indicators of a natural washing-up liquid, by age, 2022
- Figure 62: Examples of washing-up liquids carrying the ethical-biodegradable claims and formulated with ingredients derived from fruits or vegetable, 2020-21
- Combine biodegradability with renewability
- Extend the concept of biodegradability to packaging
- Figure 63: Les Secrets de Léontine Lotus Flower Scented Marseille Soap Dishwashing Spray, 2021
- Consumers unsure about what makes dishwashing products natural
-
Attitudes towards Dishwashing Products
- Cleaning performance takes precedence
- Use eco-friendliness to add value through good feelings
- Figure 64: Attitudes towards dishwashing products, 2022
- Futureproof sustainable products through information
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
-
Appendix: Forecast Methodology
- Market forecast and prediction intervals
- Figure 65: Value of the toilet and hard surface care products market (prepared in April 2022), 2016-26
- Figure 66: UK central forecast value sales of the dishwashing products market (prepared in April 2022), 2021-26
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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