Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Hand dishwashing detergents
- Dishwasher detergents
- Abbreviations
Future Opportunities
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- Building a more emotive connection with the under-25s
- Get the whole family involved
- Reconnecting…over suds
Market in Brief
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- Thriving market with real growth
- Major brands dominant
- Substantial share for own-label
- Consumers want performance and brands
- Outlook
Internal Market Environment
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- Key points
- Consumers more price-conscious
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- Figure 1: Attitudes towards price, 2006-10
- Getting the work done by machine
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- Figure 2: Trends in ownership of dishwashers, by household size, 2006-10
- Cooks make washing up
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- Figure 3: Attitudes towards cooking, 2006-10
- Hands as soft as your face
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- Figure 4: Selected skin conditions suffered from in the last 12 months, 2006-10
- Is loyalty a thing of the past?
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- Figure 5: Attitudes towards price and loyalty, 2006-10
- Environmental concerns down in a weaker economy
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- Figure 6: Trends in attitudes towards the environment, 2006-10
- Turning a blind eye to the environment
- Positive efforts to recycle
- How much energy does it take to do the dishes?
Broader Market Environment
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- Key points
- Population
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- Figure 7: Trends in the age structure of the UK population, 2005-15
- Number and size of UK households
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- Figure 8: Trends in UK household size, 2005-15
- Larger households more likely to have a dishwasher
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- Figure 9: Ownership of dishwashers, by size of household, 2010
- Busy workers with less spare time
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- Figure 10: Employment and unemployment, by gender, 2005-15
- Singletons on the rise
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- Figure 11: Men vs. women living alone, 2006-10
- Getting the family involved
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- Figure 12: Chores done – 7-14s, 2006-10
- Regulation
- Ecolabel
- Sustainable Cleaning
Who’s Innovating?
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- Key points
- Do consumers respond to new products?
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- Figure 13: Attitudes towards new products, 2006-10
- High level of innovation in dishwashing
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- Figure 14: New product development in dishwashing detergents in the UK, by category, 2008-10
- Figure 15: New product development in dishwashing detergents in the UK, by category, own-label vs. branded, 2008-10
- Plenty of own-label activity
- Handcare high on innovation agenda
- Environmental developments high on the list
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- Figure 16: New product development in dishwashing detergents in the UK, by top positioning, 2007-10
- Eco-friendly products from specialists
- Sustainable products from the majors
- Examples of sustainable products from own-label
- Fragrance trends
- What consumers say they want
Competitive Context
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- Key points
- No real substitute
- Dishwashing fastest growing houshold segment
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- Figure 17: UK retail value sales of home and garden products, at current prices, 2005-09
- Dishwashing products healthy growth
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- Figure 18: UK retail value sales of household cleaning products, by type, 2005-09
- Automatic dishwashers improve performance
Market Size and Forecast
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- Key points
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- Figure 19: UK retail value sales of dishwashing detergents, 2005-15
- Outlook
- Forecast
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- Figure 20: UK best and worst forecast sales of dishwashing products, 2005-15
Segment Performance
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- Key points
- Dishwashing detergents by format
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- Figure 21: UK retail value sales of dishwashing products, by sector, 2005-15
- Dishwasher products
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- Figure 22: UK retail value sales of dishwasher products, by sector, 2008 and 2009
- Hand dishwashing detergents
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- Figure 23: UK retail value sales of hand dishwashing products, by sector, 2008 and 2009
Market Share
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- Key points
- Manufacturer shares
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- Figure 24: Manufacturer shares of dishwashing detergents, 2006-09
- Tesco builds in a new brand
- Automatic dishwashing brand shares
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- Figure 25: Brand shares in automatic dishwasher detergents, 2008 and 2009
- Hand dishwashing detergents brand shares
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- Figure 26: Brand shares in hand dishwashing detergents, 2008-09
Companies and Products
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- Key points
- Brand map
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- Figure 27: Brand map of the UK dishwashing detergents market, September 2010
- Major players
- Procter & Gamble
- Fairy
- Product range and innovation
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- Figure 28: Product launches by Procter & Gamble in the UK dishwashing detergents market, January 2009-August 2010
- Promotion
- Reckitt Benckiser
- Finish
- Product range and innovation
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- Figure 29: Product launches by RB in the UK dishwashing detergents market, January 2009-August 2010
- Promotion
- PZ Cussons
- Cussons Morning Fresh (Carex)
- Product range and innovation
- Promotion
- Unilever
- Persil
- Robert McBride
- Clean & Fresh, Surcare
- Product range and innovation
- Method
- Product range and innovation
- Promotion
- Ecover
- Product range and innovation
- Promotion
- Jeyes
- Product range and innovation
- Promotion
Brand Communication and Promotion
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- Key points
- How do shoppers feel about promotions?
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- Figure 30: Attitudes towards promotions, 2006-10
- Slow decline in advertising spend
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- Figure 31: Main monitored media advertising spend on dishwashing products, 2006-10
- Television and press dominate
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- Figure 32: Main monitored media advertising spend, by media type, 2007-10
- Advertising dominated by the big two
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- Figure 33: Main monitored media advertising spend, by company, 2007-10
- RB increases advertising support
- P&G takes the lead in 2010
- NPD peaks in April and October
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- Figure 34: Seasonality of NPD and adspend, % by month, 2006-9
Channels to Market
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- Key points
- Dominance of the major grocers
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- Figure 35: UK retail value sales of dishwashing detergents, by outlet type, 2008 and 2009
The Consumer – Attitudes Towards Housework and Purchasing
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- Key points
- Keeping on top of the housework
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- Figure 36: Attitudes towards domestic housework, June 2010
- More time spent eating in
- Let the dishes wait
- Purchasing patterns
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- Figure 37: Purchasing dishwashing products vs. other household cleaning products, June 2010
The Consumer – Use of Dishwashing Products
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- Key points
- Bung it in the dishwasher
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- Figure 38: Trends in usage of dishwashing detergents, 2006-10
- Types of dishwasher detergents used
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- Figure 39: Trends in usage of dishwasher detergents, by type, 2006-10
- Rise in dishwasher cleaners
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- Figure 40: Trends in types of dishwasher products used, 2007-10
- Less frequent use of washing-up liquids
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- Figure 41: Trends in frequency of using washing-up liquids/detergents, 2006-10
- Mainly light use of dishwasher detergents
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- Figure 42: Trends in frequency of use of dishwasher detergents, 2006-09
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- Figure 43: Frequency of using dishwasher detergents, 2010
- How owning a dishwasher affects use of washing-up liquid
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- Figure 44: Trends in using washing-up liquids, by dishwasher ownership, 2006-10
Consumer – Factors Influencing Choice of Dishwashing Detergent
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- Key points
- Performance at a price
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- Figure 45: Most important features when choosing dishwashing products, June 2010
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- Figure 46: Most important features when choosing dishwashing products, June 2010
- Brands and performance at the right price
- Weak showing for own-label
- Snapping up the deal
- Scents low on the list
The Consumer – Attitudes Towards Promotions and Brands
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- Key points
- How consumers respond to promotions
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- Figure 47: Attitudes towards promotions, June 2010
- Value – not cheapest price
- Younger consumers switch brands to save
- Who sticks with the cheaper brands?
- Special offers persuade consumers to switch
- Bigger households use coupons
- Saving points
- No-brainer to stock up
- Scientific savers
- Attitudes towards brands
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- Figure 48: Attitudes towards brands, June 2010
- Mixed messages for own-label
- Half opt for the brands
Target Groups
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- Figure 49: Target groups for dishwashing products, June 2010
- Cost Conscious
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- Figure 50: Factors influencing product choice – Cost Conscious, June 2010
- Figure 51: Attitudes towards own-labels – Cost Conscious, June 2010
- Young Branders
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- Figure 52: Factors influencing choice – Young Branders, June 2010
- Figure 53: Attitudes towards own-labels – Young Branders, June 2010
- Loyal Branders
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- Figure 54: Factors influencing choice – Loyal Branders, June 2010
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- Figure 55: Attitudes towards own-labels – Loyal Branders, June 2010
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Appendix – Trends in Dishwasher Detergent Use
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- Figure 61: Trends in frequency of use of dishwasher detergents, 2006-09
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Appendix – Attitudes towards Housework and Purchasing
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- Figure 62: Attitudes towards domestic housework, by purchasing dishwashing products, June 2010
- Figure 63: Most popular Attitudes to domestic housework, by demographics, June 2010
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- Figure 64: Next most popular attitudes to domestic housework, by demographics, June 2010
- Figure 65: Purchasing dishwashing products by demographics, June 2010
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Appendix – Consumer Factors Influencing Use of Dishwashing Detergents
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- Figure 66: Attitudes to choosing dishwashing products, by demographics, June 2010
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- Figure 67: Attitudes to choosing dishwashing products, by demographics, June 2010
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- Figure 68: Attitudes to choosing dishwashing products, by demographics, June 2010
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- Figure 69: Attitudes to choosing dishwashing products, by demographics, June 2010
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- Figure 70: Attitudes to choosing dishwashing products, by demographics, June 2010
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- Figure 71: Attitudes to choosing dishwashing products, by demographics, June 2010
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Appendix – Consumer Attitudes towards Promotions and Brands
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- Figure 72: Attitudes towards promotions, June 2010
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- Figure 73: Attitudes to promotions, by demographics, June 2010
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- Figure 74: Attitudes to promotions, by demographics, June 2010
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- Figure 75: Attitudes to promotions, by demographics, June 2010
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- Figure 76: Attitudes to promotions, by demographics, June 2010
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- Figure 77: Attitudes to promotions, by demographics, June 2010
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- Figure 78: Attitudes to promotions, by demographics, June 2010
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- Figure 79: Attitudes to promotions, by demographics, June 2010
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- Figure 80: Attitudes to promotions, by demographics, June 2010
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- Figure 81: Attitudes to promotions, by demographics, June 2010
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- Figure 82: Attitudes to promotions, by demographics, June 2010
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- Figure 83: Attitudes to promotions, by demographics, June 2010
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- Figure 84: Attitudes to brands, by demographics, June 2010
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- Figure 85: Attitudes to brands, by demographics, June 2010
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- Figure 86: Attitudes to brands, by demographics, June 2010
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- Figure 87: Attitudes to brands, by demographics, June 2010
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- Figure 88: Attitudes to brands, by demographics, June 2010
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- Figure 89: Attitudes to brands, by demographics, June 2010
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- Figure 90: Attitudes to brands, by demographics, June 2010
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- Figure 91: Attitudes to brands, by demographics, June 2010
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- Figure 92: Attitudes to brands, by demographics, June 2010
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- Figure 93: Attitudes to brandsm, by demographics, June 2010
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Appendix – Target Groups
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- Figure 94: Attitudes towards domestic housework, by target groups, June 2010
- Figure 95: Purchasing dishwashing products, by target groups, June 2010
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- Figure 96: Attitudes towards choosing dishwashing products, by target groups, June 2010
- Figure 97: Attitudes towards promotions, by target groups, June 2010
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- Figure 98: Attitudes towards brands, by target groups, June 2010
- Figure 99: Target groups, by demographics, June 2010
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