Dishwashing Detergents - UK

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2009

Table of Contents

Issues in the Market

Key themes

Definitions

Market in Brief

Healthy growth

Continued innovation

Pricing issues

Future

Internal Market Environment

Key points

Feeling the pinch

Figure 1: Attitudes towards price, 2004-08

Dishwasher ownership

Figure 2: Trends in ownership of dishwashers, by household size, 2004-08

Growing interest in home cooking?

Figure 3: Attitudes towards cooking, 2004-08

Skin conditions

Figure 4: Selected skin conditions suffered from in the last 12 months, GB, 2004-08

Brand loyalty

Figure 5: Attitudes towards price and loyalty, 2004-08

Environmental concerns

Figure 6: Trends for environmental statements, 2004-08

Broader Market Environment

Key points

Household size

Figure 7: Trends in UK household size, 2004-14

Figure 8: Number of men vs women that live alone, 2004-08

Pocket money could encourage children to pitch in?

Figure 9: Chores done - 7-14-year-olds, 2004-08

Regulation

Use of phosphates

Competitive Context

Key points

Conflict within the market

A wider market

Dislike of doing the dishes

Eating out

Figure 10: Consumer expenditure on nights out, 2003-08

Trends in convenience foods

Figure 11: Indexed growth of UK retail value sales of ready meals, at current prices and constant prices, 2003-08

Paper plates and takeaways

Strengths and Weaknesses in the Market

Strengths

Weaknesses

MARKET SIZE AND FORECAST

Key points

Figure 12: UK value sales of dishwashing detergents, 2004-14

The future of the market

Factors used in the forecast

SEGMENT PERFORMANCE

Key points

Figure 13: UK retail value sales of dishwashing products, by sector, 2004-14

Dishwasher products

Figure 14: UK retail value sales of dishwasher products, by sector, 2004-08

HAND WASH DEVELOPMENTS

Figure 15: UK retail value sales of hand dishwashing products, by sector, 2004-08

MARKET SHARE

Key points

MANUFACTURER SHARES

Figure 16: Manufacturers’ shares in dishwashing detergents, 2006-08

Brand shares

Finish first

Figure 17: Brands’ value shares of machine dishwashing detergents, 2006-08

Fairy’s continues to cast magic

Figure 18: Brands’ value shares of hand dishwashing detergents, 2006-08

COMPANIES AND PRODUCTS

Figure 19: Brand map of the UK dishwashing detergents market, 2009

Procter & Gamble

Reckitt Benckiser

Unilever

PZ Cussons

Own-label

Figure 20: UK own-label dishwashing detergents brands, by positioning, 2008

McBride

Ecover

Jeyes/ PLP

BRAND COMMUNICATION AND PROMOTION

Key points

Consumer attitudes towards promotions

Figure 21: Attitudes towards promotions, 2006-08

Trends in adspend

Figure 22: Main monitored media advertising spend on dishwashing detergents, 2004-08

Adspend by advertiser

Figure 23: Main monitored media advertising spend on dishwashing detergents, by advertiser, 2004-08

MARKETING THEMES

Drawing on power

Health and beauty benefits

Corporate campaigns

CHANNELS TO MARKET

Key points

A mainstream purchase

Figure 24: Retail distribution of dishwashing detergents, 2006-08

EUROPEAN COMPARISON

Key points

European comparison in NPD

Figure 25: NPD in dishwashing products, by country, 2004-08

EUROPEAN COMPARISON BY CONSUMER BEHAVIOUR

Penetration of dishwashers and dishwashing products

Figure 26: Ownership of an electric dishwasher, by country, 2003-08

Figure 27: Penetration of dishwashing products, by country, 2008

Penetration of dishwasher detergents by type

Figure 28: Penetration of dishwasher detergents, by country, by type, 2008

Penetration and frequency of using dishwashing detergents

Figure 29: Penetration and frequency of using dishwashing detergents, by country, 2008

CONSUMER USAGE AND FREQUENCY

Key points

USAGE

Figure 30: Trends in usage of dishwashing detergents, GB, 2003-08

Dishwasher product use by type

Figure 31: Trends in frequency of using dishwashing detergents, by type, 2003-08

FREQUENCY OF USE

Figure 32: Trends in penetration of dishwasher detergents, by type, 2003-08

Trends in use by dishwasher ownership

Figure 33: Trends in using washing-up liquids, by dishwasher ownership, 2003-08

CONSUMER DISHWASHING HABITS

Key points

Hate doing the dishes

Figure 34: Age demographic of adults who list the dishes as a chore that they hate doing, November 2008

Doing the dishes

Figure 35: How the dishes get done, by dishwasher ownership, November 2008

Busy lifestyles

Family chore?

APPENDIX

Consumer research

ACORN

Advertising data

Abbreviations

APPENDIX - CONSUMER USAGE AND FREQUENCY

Dishwasher ownership

Figure 36: Dishwasher ownership, by demographic sub-group, November 2008

Trends in use of dishwasher detergents

Figure 37: Penetration and frequency of using dishwasher detergents, by demographic sub-group, 2008

Figure 38: Penetration and frequency of using washing-up liquids, by demographic sub-group, 2008

APPENDIX - CONSUMER DISHWASHING HABITS

CONSUMER APATHY TOWARDS DOING THE DISHES

Figure 39: Consumer apathy towards household chores, by demographic sub-group, November 2008

Dishwashing habits

Figure 40: Dishwashing habits, by demographic sub-group, November 2008

Figure 41: Dishwashing habits, by demographic sub-group, November 2008

APPENDIX: RESEARCH METHODOLOGY

Abstract

Dishwashing Detergents - Can the dishwasher ever replace the kitchen sink?

The UK’s £432 million combined hand and automatic dishwashing detergents market achieved growth of 18% between 2004 and 2009, driven by the upturn of the machine wash sector. However, despite the success of the manufacturers in adding value to products and to the rising number of dishwashers, growth is slowing as consumers tighten their purse strings.

The economic downturn means both that dishwasher penetration has now stagnated and people may be less willing to pay high prices for premium lines. An estimated 17 million adults are motivated by price, either buying on promotion, switching to cheaper brands or buying whatever is cheapest.

Key report themes

• The machine wash market continues to be extremely competitive as market leaders Reckitt Benckiser and Procter & Gamble vie for technical supremacy.
• Environmental issues are increasingly reflected both in consumer usage and in the marketing of dishwashing detergents.
• The economic downturn is having a significant effect on the market - with young consumers in particular being highly price-sensitive. However, automatic dishwashing detergents category has maintained growth.

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