Table of Contents
Introduction and Abbreviations
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- Hypothesis
- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Opportunities surface for hand dishwashing brands
- Segmentation to lather growth
- Multi-functional to chart new waters
- Encouraging men to stand up to the plate
- Cleaning with a conscience
Executive Summary
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- Handwash detergents getting into hot water
- Convenience comes to dishwasher detergents
- For hands that do dishes
- Fairy fights to the Finish
- Multiples control distribution
- The cost of convenience
- Growing green?
Market Drivers
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- Domestic dishwashers clean up
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- Figure 1: Trends in ownership of dishwashers in the UK, 2001-05
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- Figure 2: Ownership of electric dishwashers in UK, by demographic sub-group, 2005
- Dwindling dwelling sizes dampen dishwasher detergents
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- Figure 3: Changing structure of UK households, 2000-10
- Taking away the dishes
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- Figure 4: Expenditure on takeaway & resturant food, 2000-04
- Busy hands boost convenience
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- Figure 5: Workforce in employment in the UK, by gender and employment status, 2001-11
- Monied market
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- Figure 6: Trends and projects in the UK adult population, by socio economic group, 2000-09
- Figure 7: Ownership of electric dishwashers by socio-economic group, 1996-2005
- Buoyant economy boosts spending
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- Figure 8: PDI and consumer expenditure, at constant prices, 2000-10
- The dawning of the age of the dishwasher
Market Size and Trends
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- Figure 9: UK retail value sales of dishwashing detergents, 2001-06
- Consumers switching on to dishwasher detergents
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- Figure 10: UK retail value sales of dishwashing detergents, by sector, 2003 and 2005
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Market Segmentation
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- Dishwasher detergents
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- Figure 11: UK retail value sales of automatic dishwashing detergents, 2001-06
- Concentrating on combination cleaners
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- Figure 12: UK retail value sales of automatic dishwashing detergents, by type, 2003 and 2005
- Hand dishwashing detergents
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- Figure 13: UK retail value sales of hand dishwashing detergents, 2001-06
- Scents and sanitation
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- Figure 14: UK retail value sales of hand dishwashing detergents, by type, 2003 and 2005
Advertising and Promotion
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- Figure 15: Main monitored media advertising expenditure on dishwashing products, 2001-05
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- Figure 16: Main monitored media advertising expenditure on all dishwashing products, by brand, 2001-05
- Glist-ening in the spotlight
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- Figure 17: Main monitored media advertising expenditure on machine dishwasher products, by brand, 2001-05
- Fairy is the only face in the frame
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- Figure 18: Main monitored media advertising expenditure on hand dishwashing products, by brand, 2001-05
- Discount on dishwasher detergents desirable
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Distribution
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- Multiples to multiply
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- Figure 19: UK retail value sales of dishwashing detergents, by outlet, 2003 and 2005
- Figure 20: Estimated share of grocery multiples’ dishwashing detergent sales, by retail group, 2005
- Battle of the brands
The Supply Structure
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- Manufacturers’ shares
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- Figure 21: Manufacturers' value shares of dishwashing detergents, 2003 and 2005
- Automatic dishwasher detergents
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- Figure 22: Manufacturers’ value shares of dishwasher detergents, 2003 and 2005
- Hand dishwashing detergents
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- Figure 23: Manufacturers' value shares of hand dishwashing detergents, 2003 and 2005
Companies and Brands
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- Chemtek Limited
- Ecover UK
- Henkel
- Procter & Gamble
- PZ Cussons
- Reckitt Benckiser
- Robert McBride
- Unilever
- Other manufacturers
- ACDOCO
- Dri-Pak
- The London Oil Refining Company
- Powder & Liquid Products
- Sanmex International
New Product Development
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- Hand dishwashing products
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- Figure 24: Selected hand dishwashing product launches over 12 months 2005-06
- Machine dishwasher products
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- Figure 25: Selected machine dishwasher product launches over 12 months 2005-06
The Consumer
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- Dishwasher use
- European comparison of product use
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- Figure 26: Penetration of using dishwashing products, by country, 2005
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- Figure 27: Penetration and frequency of using dishwashing detergents, by country, 2005
- Dishwasher detergents to turn on growth
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- Figure 28: Usage of dishwashing detergents, 2002-05
- Dishwashers left high and dry by frequent handwashing?
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- Figure 29: Penetration and frequency of washing-up liquids, by demographic sub-group, 2005
- Frequently using hand dishwash detergents
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- Figure 30: Trend in frequency of using washing-up liquids. 2002-05
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- Figure 31: Trends in using washing up liquids, by dishwasher owners, 2002-05
- Dishwasher detergents clean up amongst affluent
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- Figure 32: Penetration and frequency of dishwasher detergents, by demographic sub-group, 2005
- Penetration progression of dishwasher detergents
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- Figure 33: Trend in frequency of using dishwasher detergents, 2002-05
- Lifestyles and lathers
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- Figure 34: Attitudes towards price, by detergent users, 2005
- Samples and specials to soap up growth
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- Figure 35: Attitudes towards promotion, by detergent users, 2005
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- Figure 36: Attitudes towards novelty, by detergent users, 2005
- Conservative buying habits
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- Figure 37: Attitudes towards variety, by detergent users, 2005
- Hands that do dishes … also use dishwashers
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- Figure 38: Ownership of electric dishwashers by usage of washing up liquid and dishwashing detergents, 2005
- Attitudes towards dishwashing and dishwasher detergents
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- Figure 39: Agreement with attitudes towards dishwashing, November 2005
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- Figure 40: Properties looked for when purchasing washing up liquid, November 2005
- Added-benefits to clean up on growth
- Brands for hands
- Full-time workers favour functionality
The Consumer – Detailed Demographics
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- Figure 41: Agreement with most popular statements describing attitudes towards dishwashing, by demographic sub group, November 2005
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- Figure 42: Popular attributes looked for when buying washing up liquid, by demographic sub group, November 2005
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- Figure 43: Other attributes looked for when buying washing-up liquid, by demographic sub group, November 2005
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The Consumer: Attitudes and Further Analysis
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- Ultra convenience has most appeal
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- Figure 44: Agreement with attitudes towards use of dishwasher detergents, November 2005
- Less about labels; price is priority
- Brands win hands down
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- Figure 45: Attitudes towards use of dishwashing detergents, by washing up liquid preferences, November 2005
- Consumer Typologies
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- Figure 46: Pie chart illustrating consumer typologies
- Hand Washers
- Demographics of Hand Washers:
- Regular Machinists
- Demographics of Regular Machinists:
- Occasional Machinists
- Demographics of Occasional Machinists:
The Consumer: Attitudes and Further Analysis – Detailed Demographics
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- Figure 47: Agreement with popular attitudes towards use of dishwasher detergents, by demographic sub-group, November 2005
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- Figure 48: Agreement with other attitudes towards use of dishwasher detergents, November 2005
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- Figure 49: Consumer typologies, by demographic breakdown, November 2005
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The Future
Forecast
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- British dishwashing comes of age
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- Figure 50: Forecast of UK retail value sales of dishwashing detergents, at current prices, in Euros, 2006-11
- Heading for €600 million
- Growth slips a little in sterling
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- Figure 51: Forecast of UK retail value sales of dishwashing detergents, at current prices, sterling, 2006-11
- Machine products take upper hand…
- ...but hand is still not out
- Steady real growth
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- Figure 52: Forecast of UK retail value sales of dishwashing detergents, at 2006 Euro prices, 2006-11
- Low inflation will remain
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- Figure 53: Forecast of UK retail value sales of dishwashing detergents, at 2006 Sterling prices, 2006-11
- Affluence still pays a role
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