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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