This report provides comprehensive and current information and analysis of the US Dishwashing Products market including dishwashing products market research and dishwashing products market size, anticipated market forecast, relevant market segmentation, and industry trends for the dishwashing products market in the US.

Current market landscape

During the pandemic, consumers have been more engaged with dishwashing products than usual, but it is unlikely to change the status of the category as being predominantly needs-based for most people. This means that once the immediate threat dissipates, so too will consumers’ level of engagement with this category.

Future market trends in US Dishwashing Products

The nearly $4 billion dishwashing products market experienced notable growth from 2019-20, rising 26%, driven by the COVID-19 pandemic. Yet this growth is an anomaly for the otherwise slow-moving market and Mintel believes it will settle at a slightly higher sales plateau in the long term, fueled by renewed interest in these products among regular users who increased their consumption and new users whose experimental behaviors will continue beyond the pandemic. The category needs to evolve to meet broader health and wellness trends, but performance and efficacy will remain the benchmarks for success.

Read on to discover more about the US Dishwashing Products consumer market, read our US Household Cleaning Equipment Market Report 2021, or take a look at our other House and Home market research reports.

Quickly understand

  • The impact of COVID-19 on the dishwashing products market.
  • Types of dishwashing products bought and factors that influenced purchase.
  • Importance of natural claims and benefits as well as attitudes about dishwashing.
  • Interest in product innovations and willingness to pay more for specific features.

Covered in this report

Brands include: Proctor & Gamble, Colgate Palmolive, Reckitt Benckiser Group, Cascade, Dawn, Finish, Blueland, Ultra, Dr. Bronner’s, Wegman’s Plant Powered.

Expert analysis from a specialist in the field

This dishwashing products market report, written by Rebecca Watters, a leading analyst in the Household and Health sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Economic uncertainty and inflation are now top of mind concerns. In order to sustain the category’s pandemic-fueled growth, marketers and retailers need to work together to keep shoppers focused on product benefits rather than discounts and price comparisons. Brands can be successful by highlighting performance underscored by safety, accelerating health and wellness strategies by leaning into self-care, and embracing eco-friendly and sustainable efforts as core brand identities.

Rebecca Watters, Senior Household Care Analyst
Rebecca Watters
Associate Director Household and Health

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of dishwashing products, at current prices, 2016-26
    • Impact of COVID-19 on dishwashing products
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on dishwashing products, 2021
    • Challenges and opportunities
    • A highly functional category creates an apathetic consumer
      • Figure 3: Top purchase influencers, 2021
    • Decline in brand loyalty is a casualty of COVID-19
    • Unwillingness to pay for innovations
      • Figure 4: Interest in dish soap innovations, 2021
    • Focus on middle-aged adults aged 25-44
    • Underscore performance with safety and health
      • Figure 5: Important natural claims and benefits – Any rank (net), 2021
  3. The Market – Key Takeaways

    • Sales of dishwashing products benefit from COVID-19 pandemic
    • Both market segments delivered impressive growth
    • Supermarket sales experienced strong lift in response to pandemic
    • Decline in families impacts category engagement
  4. Market Size and Forecast

    • Pandemic provides catalyst for category growth
      • Figure 6: Total US sales and fan chart forecast of dishwashing products, at current prices, 2016-26
      • Figure 7: Total US retail sales and forecast of dishwashing products, at current prices, 2016-26
    • Spending on dishwashing products rises significantly in 2020
      • Figure 8: Average household spending on dishwashing products, 2017-21
  5. Segment Performance

    • COVID-19 fuels growth in both segments
      • Figure 9: Sales of dishwashing products, by segment, 2021
      • Figure 10: Total US retail sales of dishwashing products, by segment, at current prices, 2019 and 2021
    • Pandemic revitalizes supermarket sales
      • Figure 11: Total US retail sales of dishwashing products, by channel, at current prices, 2019 and 2021
      • Figure 12: Total US retail sales and forecast of dishwashing products, by channel, at current prices, 2016-21
  6. Market Factors

    • Dishwasher ownership is nearly universal
      • Figure 13: Dishwasher ownership, 2021
    • Pandemic boosts at-home food sales
      • Figure 14: BEA food sales at home and away from home, 2010-21
    • Unemployment spikes and confidence wavers because of pandemic
      • Figure 15: Consumer confidence and unemployment, 2000-21*
    • Families have stronger category engagement
      • Figure 16: Percentage of households with children, 2010-20
  7. Companies and Brands – Key Takeaways

    • Habitual shopping behavior favors brand names and manufacturers
    • P&G focuses on convenience and performance
    • Leveraging pandemic growth for continued gains
  8. Market Share

    • P&G leads MULO sales and produces solid growth into 2021
      • Figure 17: Finish Powerball Max in 1 dishwasher detergent tablet
    • Sales of dishwashing products by company
      • Figure 18: Multi-outlet sales of dishwashing products, by leading companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • Dawn leverages format and packaging innovation to boost engagement
      • Figure 19: Dawn Ultra Platinum Powerwash Citrus Scent Dish Spray
      • Figure 20: Interest in dishwashing soap product innovations – Any interest (net), by parental status and gender, 2021
    • Makers and marketers pivot during pandemic
      • Figure 21: Dishwashing product launches, by launch type, 2019-21
      • Figure 22: Dishwashing product launches, by top 10 claim category, 2019-21
  10. Market Opportunities

    • Optimizing pandemic-induced uptick in category engagement
    • Highlight performance and safety
      • Figure 23: Top purchase influencers, 2021
    • Lean into self-care
      • Figure 24: Purchase influencers – Scent, 2021
    • Embrace sustainability as core identity
  11. The Consumer – Key Takeaways

    • Dishwashing liquid and dishwasher detergent tablets used by majority
    • Consumers want dishwashing products that perform basic functions
    • Natural features can tie into desires for safety and non-toxic
    • Strong brand loyalty challenges growth, newcomers
    • Addressing rationales for rinsing before putting dishes in the dishwasher
    • Most consumers not willing to pay more for innovations
  12. Dishwashing Products Purchased

    • Dishwasher detergent tablets increase in penetration
      • Figure 25: Dishwashing products purchased, 2021
    • Middle-aged adults more likely to use powder
      • Figure 26: Dishwashing products purchased, by age, 2021
    • Families are an important target for new product trial
      • Figure 27: Dishwashing products purchased, by parental status and household size, 2021
  13. Purchase Influencers

    • Function and performance most important factors
      • Figure 28: Purchase influencers, 2021
      • Figure 29: Dawn Ultra Gentle Clean Aloe & Sage Scent
    • Older consumers seek primary attributes in dishwasher detergents
      • Figure 30: Select purchase influencers – Dishwasher detergent, by age, 2021
  14. Important Natural Claims and Benefits

    • Safety is key indicator for natural
      • Figure 31: Important natural claims and benefits, 2021
    • Youngest cohorts seek cruelty-free; middle-aged focus on ingredients
      • Figure 32: Wegmans Plant Powered Fresh Scent Dishwasher Detergent Single Dose Packs
      • Figure 33: Select important natural claims and benefits – Any rank (net), by age, 2021
    • Parents seek out natural fragrance and plant-based ingredients
      • Figure 34: Select important natural claims and benefits – Any rank (net), by parental status, 2021
  15. Shopping for Dishwashing Products

    • Decline in brand loyalty is a casualty of COVID-19
      • Figure 35: Shopping for dishwashing products, 2021
    • Young adults exhibit key shopping behaviors
      • Figure 36: Shopping behaviors for dishwashing products, by age, 2021
    • Parents pay attention to ingredients and naturalness
      • Figure 37: Shopping for dishwashing products, by parental status, 2021
  16. Behaviors and Attitudes toward Dishwashing

    • Don’t try to change behaviors, embrace them
      • Figure 38: Behaviors and attitudes toward dishwashing, 2021
    • Old habits die hard for dishwasher owners aged 45+
      • Figure 39: Select behaviors and attitudes toward dishwashing, by age, 2021
    • Parents let the dishwasher do its job
      • Figure 40: Behaviors and attitudes toward dishwashing, by parental status, 2021
  17. Interest in Product Innovations

    • While interested, majority of consumers not willing to spend more on innovations
    • Performance and hygiene offer value to dish soap
      • Figure 41: Interest in dish soap innovations, 2021
    • Boost quality associations and prove performance
      • Figure 42: Finish Powerball Quantum Superior Clean & Shine Automatic Dishwasher Detergent
      • Figure 43: Interest in dishwasher detergent and additive innovations, 2021
    • Parents will pay more for innovations
      • Figure 44: Interest in and willingness to pay for dishwashing product innovations, by parental status, 2021
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – The Market

      • Figure 45: Total US retail sales and forecast of dishwashing products, at inflation-adjusted prices, 2016-26
      • Figure 46: Total US retail sales and forecast of dishwashing liquid, at current prices, 2016-26
      • Figure 47: Total US retail sales and forecast of dishwasher detergent/additives, at current prices, 2016-26
      • Figure 48: US supermarket sales of dishwashing products, at current prices, 2016-21
      • Figure 49: US sales of dishwashing products through other retail channels, at current prices, 2016-21
  20. Appendix – Companies and Brands

      • Figure 50: Multi-outlet sales of liquid dishwashing products, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 51: Multi-outlet sales of dishwasher detergent/additives, by leading companies and brands, rolling 52 weeks 2020 and 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us