"The dishwashing category is in decline, with value sales impacted by the increasing influence of discounters and discount grocers, larger economy packs and the continuing development of all-in-one detergents. True innovation has continued to slow, suggesting that there is space for brands to reignite the category through development of brand new products and a focus on fragrance innovation."
– Richard Hopping, Brand and Household Analyst
This report covers the following areas:
Denting the dominance of Finish and Fairy Encouraging more frequent dishwasher usage Adding tangible benefits to washing-up liquids