UK Dishwashing Products Market Report 2024
Dishwashing brands can engage consumers in diverse ways. Meet performance expectations and drive spend via unique scents, and more granular eco and health claims.
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Executive Summary
- Opportunities for the dishwashing products market
- Enhance washing up rituals to allure consumers
- Talk about hard water to relaunch ancillary products
- Tier offerings based on dishwashing cycles
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Stable growth expected in the dishwashing products category
- Hand dishwashing shares grow for the third consecutive year
- All segments set to grow
- Rivalry between Fairy and Finish increases
- Fairy benefits from cross-category presence
- What consumers want and why
- Price matters, but label names still count
- Graph 1: selected washing up liquid purchase drivers, by financial situation, 2024
- Touch on water hardness to boost usage of ancillary formulas
- Graph 2: usage of dishwasher products, by water hardness, 2024
- Engage with consumers to solve dishwashing frustrations
- Graph 3: issues experienced when using a dishwasher, 2024
- Acknowledge consumers’ dishwashing feelings
- Graph 4: attitudes towards using the dishwasher, 2024
- Innovation and marketing
- Hand and automatic dishwashing segments inspire innovation
- Graph 5: share of new dishwashing product launches, by sub-category, 2021-24
- Experiment with scents across segments
- Graph 6: share of new dishwashing product launches, by fragrance component group, 2021-24
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Market dynamics
- Market size
- The market experiences continual growth
- Graph 7: market size for dishwashing products, 2019-23
- Market sees highest growth since the pandemic
- Market forecast
- Stable growth expected in the dishwashing products category
- Be consumer-centric to grow and lead over rivals
- Market segmentation
- Hand dishwashing drives growth in the category
- The hand dishwashing segment grows for the third consecutive year
- Daily automatic dishwashing drives sales of dishwasher detergents
- Right moment to relaunch powder detergents
- Market share
- Finish accounts for 44% of overall market share in the machine segment
- Rivalry between Fairy and Finish increases
- Leading brands continue to grow in the hand segment
- Key players dominate the hand and machine dishwashing markets
- Private label shares rise in the dishwashing space
- Macro-economic factors
- The UK economy moved into a shallow recession in the second half of 2023
- Graph 8: GDP, 2021-23
- Inflation is still the key factor affecting consumers’ finances
- Graph 9: CPI inflation rate, 2021-23
- Interest rates expected to fall in 2024, but borrowing pressures will remain
- Consumer sentiment: the recovery is continuing…
- Graph 10: the financial wellbeing index, 2016-23
- …and people feel more confident about their financial prospects
- Graph 11: the financial confidence index, 2016-23
- Space for premium branded and own-label launches
- Behavioural and environmental factors
- Conscious spending means growth for dishwashing brands
- Balance between green and convenience
- Make water-wise dishwashing possible
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What consumers want and why
- Usage and purchase of washing up liquid
- Washing up liquid enjoys widespread market penetration
- Graph 12: usage of washing up liquid in the last six months, by age, 2024
- Focus on the washing up experience to seduce younger consumers
- Purchase drivers for washing up liquid
- Washing up buyers examine price and performance claims
- Graph 13: washing up liquid purchase drivers, 2024
- Create clear and detailed performance claims
- Align NPD to evolving consumer desires
- Graph 14: selected washing up liquid purchase drivers, by financial situation, 2024
- Integrate skin health into your brand proposition
- Dishwasher usage frequency
- Running the dishwasher is a daily ritual
- Graph 15: frequency of dishwasher usage, 2022-24
- Younger demographics are heavy dishwasher users
- Graph 16: consumers who run the dishwasher more than once a day, by age group, 2024
- Dishwashing frequency intensifies emotions towards brands
- Graph 17: agreement with ‘The dishwasher detergent is usually to blame when dishes don’t come out clean,’ by dishwasher frequency, 2024
- Dishwasher product usage
- All-in-one product concepts appeal to consumers
- Graph 18: dishwasher product usage, 2022-24
- Powder formats back into fashion
- More powder, less packaging…
- …and less water
- Water hardness increases use of ancillary products
- Graph 19: usage of dishwasher products, by water hardness, 2024
- Empower consumers to effectively manage water hardness
- Explore natural elements to address hard water issues
- Issues experienced when using a dishwasher
- Dishwashing frustrations remain unvaried
- Graph 20: issues experienced when using a dishwasher, 2024
- Different dishwashing products, same issues
- Graph 21: selected issues experienced when using a dishwasher, by dishwashing product usage, 2024
- Make dishwashing tips more engaging and accessible
- Graph 22: issues experienced when using a dishwasher, by age group, 2024
- Attitudes towards using the dishwasher
- Acknowledge consumers’ dishwashing feelings
- Graph 23: attitudes towards using the dishwasher, 2024
- Younger consumers more likely to calling brands into question
- Graph 24: selected attitudes towards using the dishwasher, by age group, 2024
- Explain how dishwashers work to protect brand reputation
- Diversify offering based on dishwashing programmes
- Innovation and marketing
- Hand and automatic dishwashing segments inspire innovation
- Graph 25: share of new dishwashing product launches, by sub-category, 2021-24
- The hand dishwashing segment gets busier
- Finish launches new CYCLESYNC technology
- Green subscription brands address demand for performance
- New focus on packaging design
- Graph 26: share of new dishwashing product launches, by launch type, 2021-24
- Fairy and Method reimagine pack design to promote refill ranges
- Take inspiration from Ecover’s on-pack storytelling
- Sustainability claims become more granular
- Graph 27: share of new dishwashing product launches, by leading claims, 2021-24
- Explore the nuances of biodegradation
- Use fragrances to add appeal to ancillary dishwashing products
- Graph 28: share of new dishwashing product launches, by fragrance component group, 2021-24
- Brands lead NPD in the dishwashing category
- Graph 29: share of new dishwashing product launches, by branded vs own-label, 2021-24
- P&G and Reckitt drive NPD, while M&S and Sainsbury’s emerge
- Graph 30: share of new dishwashing product launches, by top ultimate company, 2021-24
- Sainsbury’s relaunches its value proposition Stamford Street Co.
- Crystale adds a unique touch to ancillary dishwashing products
- Advertising and marketing activity
- Adspend on hand dishwashing grows
- Graph 31: recorded above-the-line, online display and direct to mail advertising expenditure on dishwashing products, by segment, 2021-24
- Graph 32: share of recorded above-the-line, online display and direct to mail advertising expenditure on dishwashing products, by segment, 2021-24
- Fairy Platinum Plus for short cycles
- Finish Ultimate Plus vs tough dishwashing conditions
- Major players opt for TV, smaller ones for digital
- Graph 33: share of recorded above-the-line, online display and direct to mail advertising expenditure on dishwashing products, by media type, 2021-24
- Smol tips for great value
- Ecover targets different consumer profiles in-store and digitally
- Keep a close watch on INEOS
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Brand Research
- Fairy outperforms across all metrics
- Graph 34: key metrics for selected brands operating in the dishwashing products market, 2024
- Dishwashing means Fairy and Finish in consumers’ minds
- Ecover and Method closely compete in the eco dishwashing space
- Room for Fabulosa to stand out for more than value
- INEOS expands its reach into consumers’ kitchens
- INEOS invests into a B2C future
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Appendix
- Market forecast data and methodology
- Market forecast and prediction intervals (value)
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
- Nielsen Ad Intel coverage
Stay ahead of the curve and secure future growth for your business with Mintel’s Dishwashing Products Market Report. The report provides a data-led understanding of the industry, consumer, and opportunities for brands to strategize effectively to demand in the UK.
Topics Analyzed
- The impact of the cost of living on dishwashing care.
- Analysis of the size of the market and forecast for the next five years.
- Market share of major players, competitive strategies and advertising initiatives.
- Product trends and new product development in dishwashing care.
- Consumer usage of dishwashing products and frequency of dishwasher usage.
- Issues experienced when using the dishwasher.
UK Dishwashing Products Market
The UK dishwashing products market has experienced significant growth in 2023, driven by increased dishwasher usage and inflationary pressures. The hand dishwashing segment has been a key growth driver, accounting for a notable portion of the market and showing an increase in value sales from 2022 to 2023.
Dishwashing Products Purchase Influencers
While savviness will always influence purchases to some extent, brand names and reputation still matter to consumers. However, loyalty towards dishwashing brands is fragile, as consumers often link unsatisfactory cleaning performance with dishwasher detergents. In such a scenario, competition is fierce and the market open to new category players.
Industry Opportunities in Dishwashing Product Segments
In parallel to exploring aromatherapy and alluring fragrance combinations, the hand dishwashing segment is perfectly positioned to capitalise on emerging trends such as skin health and water-saving claims. On other hand, the machine dishwashing segment has the opportunity to integrate water hardness into NPD and marketing strategies more overtly. This, with the final aim to target consumers more effectively and promote penetration of machine maintenance formulas such as rinse aids and dishwasher cleaners.
Buy the full report to understand the opportunities available to dishwashing products brands aiming to penetrate the UK market. Readers may also be interested to browse our Major Domestic Appliances Market Report.
Report Scope
This Report examines the retail market for the following dishwashing products:
- Hand washing detergents: products formulated for dishwashing by hand, including regular antibacterial variants.
- Dishwasher detergent: Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids.
- Ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products.
Dishcloths, sponges, scouring products, washing up tools and rubber gloves are excluded.
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Meet the Expert
Emilia has 5+ years of experience in consumer insight, with a focus on household care and CPG brands. In 2024, she completed a PGCert in Marketing at King’s College London. Prior to Mintel, Emilia studied consumer behaviour and social anthropology, graduating with an MA from SOAS University of London and a BA from University of Milan-Bicocca.
Dishwashing brands can engage consumers in diverse ways. Meet performance expectations and drive spend via unique scents, and more granular eco and health claims.
Emilia Tognacchini
Principal Analyst, Household Care and Brands
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