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Published by: Mintel International Group Ltd.
Published: Apr. 1, 2009
Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Growth is good
- Performance versus price
- Environmental concerns
- The domain of the giants
- Future
- Internal Market Environment
- Key points
- Dishwasher ownership
- Figure 1: Ownership of an electric dishwasher, by country, 2004-08
- Figure 2: Ownership of electric dishwasher in France, 2008
- Green is the colour
- Figure 3: Environmental credentials, 2004-08
- Trends in eating out
- Figure 4: Trends in frequency of eating fast foods and eating out, 2004-08
- REACH
- Broader Market Environment
- Key points
- Population trends bad news for the market
- Figure 5: Trends in French population, by age, 2003-13
- Pressure on consumer spending makes price increasingly crucial
- Figure 6: Trends in French PDI, consumer expenditure and GDP, at current prices, 2003-13
- Working women have less time for chores
- Figure 7: Trends in French employment, by gender, 2002-06
- Smaller households bring changes
- Figure 8: Trends in number of households in France, by size, 2003-07
- Who’s Innovating?
- Key points
- NPD follows growth - or drives it?
- Figure 9: % of new product launches in dishwashing detergents, by country, 2005-08
- Hand-dishwashing is harder work
- Figure 10: % of new product launches in dishwashing detergents, France, by sector, 2005-08
- It's the environment first, naturally
- Figure 11: New product launches in dishwashing products, by positioning, France, 2005-08
- Multinationals dominate NPD
- Figure 12: % of new product launches in dishwashing detergents, by manufacturer, France, 2005-08
- Trends in NPD
- Environmentally-friendly
- Odour neutralising….
- …enhanced de-greasing…
- …soft on the hands…
- Keep the packaging fresh - as well as the dishes
- Market Size and Forecast
- Key points
- Slow growth
- Figure 13: French retail value sales of dishwashing detergents, at current and constant prices, 2004-14
- The price and performance remain crucial
- The dishwasher adds value
- Figure 14: French retail value sales of dishwashing products, by type, 2006-08
- Market influences
- The future
- Factors used in the forecast
- Segment Performance
- Key points
- Dishwasher users keep taking the tablets
- Figure 15: French retail value sales of dishwasher products, at current and constant prices, 2004-14
- Figure 16: French retail value sales of dishwasher products, by type, 2006-08
- Hand-dishwashing
- Figure 17: French retail value sales of hand-dishwashing detergents, at current and constant prices, 2004-14
- Figure 18: French retail value sales of hand-dishwashing detergents, by type, 2006-08
- Market Share
- Key points
- Four majors hold 70% of the market
- Figure 19: Manufacturers’ value shares of dishwashing products, 2006-08
- Dishwasher products
- Figure 20: Manufacturers’ value shares of dishwasher products, 2006-08
- Paic leads in hand-dishwashing - but own-label is bigger
- Figure 21: Manufacturers’ value shares of hand-dishwashing products, 2006-08
- Companies and Products
- Unilever
- Reckitt Benckiser
- Colgate Palmolive
- Henkel
- Promotion now a vital tool
- Channels to Market
- Key points
- Hard discount sets the promotional pace
- Figure 22: French retail value sales of dishwashing detergents, by outlet type, 2006-08
- The Consumer - Pan-European Overview
- Key points
- Everyone's a user
- Figure 23: Penetration of dishwashing products, by country, 2008
- Tablets popular - but there's room for growth
- Figure 24: Penetration of dishwasher detergents, by country, by type, 2008
- Dishwashers being used less often
- Figure 25: Penetration and frequency of using dishwashing detergents, by country, 2008
- The Consumer - Trends in France
- Key points
- Dishwashing detergent usage rising with dishwasher ownership
- Figure 26: Trends in usage of dishwashing detergents, France, 2004-08
- But they're being used less often
- Figure 27: Trends in frequency of using dishwashing detergents, by type, 2004-08
- Keep taking the tablets
- Figure 28: Trends in penetration of dishwasher detergents, by type, 2004-08
- Figure 29: Trends in using washing-up liquids, by dishwasher owners, 2004-08
- Figure 30: Trends in using washing-up liquids, by non-dishwasher owners, 2004-08
- The Consumer - Usage
- Key points
- Washing-up still the main method for cleaning dishes
- Detailed demographics
- Figure 31: Penetration and frequency of using dishwasher detergents, 2008
- Figure 32: Penetration and frequency of using washing-up liquids, 2008
- The Consumer - Attitudes
- Key points
- Dishwasher owners look for quality - but price rules
- Figure 33: Attitudes towards price, 2008
- Special offers and discounting
- Figure 34: Attitudes towards promotions, 2008
- Product sampling a shrewd tactic
- Figure 35: Attitudes towards new products, 2008
- Brands seen as no better than own-label
- Figure 36: Attitudes towards brand loyalty, 2008
- APPENDIX: RESEARCH METHODOLOGY
AbstractDishwashing Detergents - Can the dishwasher ever replace the kitchen sink?
Manufacturers continue to seek to meet consumer demands for ever more effective, more natural, more environmentally-friendly products at ever-lower prices. Dishwashing detergents have grown as dishwasher ownership has expanded - added value has been easier to achieve in this more premium sector, with its affluent consumer base. Manufacturers have shown ingenuity in meeting these difficult demands, but the anticipated recession will put intense pressure on consumer spending and make the next few years particularly difficult.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
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