Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- A $1.2 billion market
- An evenly divided market
- Slow growth for dishwasher detergent...
- ...could pick up in upcoming years
- Slow growth for dishwashing liquid
- Increase in private label sales
- Supermarket sales make up the lion' s share, but other channels growing
faster
- Parents do more dishes
- Supply structure
- Broader usage for dish soap
- Dish soap usage is nearly universal
- Willing to try new things
- What consumers want
- Market Size and Forecast
- Key points
- Eating more meals at home, doing more dishes at home
- Consumer spending backs beliefs regarding the environment
- Figure 1: FDMx sales and forecast of dishwashing products at current
prices, 2004-14
- Figure 2: FDMx sales and forecast of dishwashing products at
inflation-adjusted prices, 2004-14
- Walmart sales
- Segment Performance
- Key points
- An evenly divided market to shift in upcoming years
- Sales and forecast--dishwashing products
- Figure 3: FDMx sales and forecast of dishwashing products at current
prices, by segment, 2004-14
- Figure 4: FDMx sales of dishwashing products, by segment, 2007 and 2009
- Segment Performance--Detergent and Rinse Aid
- Key points
- Dishwasher ownership on the rise
- Convenience pushes sales
- Sales and forecast--detergent and rinse aid
- Figure 5: FDMx sales and forecast of dishwasher detergent and rinse aid,
2004-14
- Segment Performance--Dishwashing Liquid
- Key points
- Slow growth
- Figure 6: FDMx sales and forecast of dishwashing liquid, 2004-14
- Retail Channels
- Key points
- Most dishwashing sales through supermarkets
- Figure 7: U.S. sales of dishwashing products, by retail channel, 2007
and 2009
- Retail Channels--Supermarkets
- Key points
- The retail leader loses footing
- Figure 8: U.S. sales of dishwashing products at supermarkets, 2004-09
- Retail Channels--Drug and Other
- Key points
- Consumers seek one-stop shopping
- Figure 9: U.S. sales of dishwashing products at other FDMx channels,
2004-09
- Market Drivers
- Overview
- Recessionary pressure
- Decreasing use of food away-from the home
- Increasing usage of private label product
- Dishwasher ownership drives dishwasher detergent and rinse aid sales
- Figure 10: Ownership and use of automatic dishwasher, by household
income, April 2009
- Presence of children in the household
- Figure 11: Households by presence of children, 1998-2008
- Leading Companies
- Key points
- Ecological concerns drive the market
- Niche companies making in-roads
- Figure 12: Sales of leading dishwashing product companies, 2006 and 2008
- Brand Share--Dishwasher Detergent and Rinse Aid
- Key points
- Desire for convenience shapes the market
- Ecological concerns create niche
- Figure 13: FDMx brand sales of dishwasher detergent and rinse aid in the
U.S., 2006 and 2008
- Brand Share--Dishwashing Liquid
- Key points
- Consumers drift downscale
- New products from old guard spur cannibalistic sales
- Figure 14: FDMx brand sales of dishwashing liquid in the U.S., 2006 and
2008
- Brand Qualities
- Procter & Gamble: Cascade, Dawn, and Ivory
- Colgate-Palmolive: Palmolive
- Method
- Seventh Generation
- Clorox
- Reckitt-Benckiser
- Innovation and Innovators
- Pace of innovation returns to standard levels
- Figure 15: Trends in number of new product introductions in dishwashing
products in U.S., 2004-09*
- Procter & Gamble the far away leader in new product releases
- Figure 16: New dishwashing product launches in the U.S. by marketer, in,
2005-09*
- The multifunction claim: Dishwashing liquid that doubles as...
- ...hand soap
- ...air freshener
- ...produce wash
- ...aromatherapy
- Top claims in dishwashing products in the U.S.
- Figure 17: Top claims in new dishwashing products in the U.S., 2005-09*
- Environmentally friendly new product examples
- Environmentally-friendly packaging new product example
- Animal friendly new product examples
- No additives/preservatives new product examples
- Botanical/herbal new product examples
- Ease of use new product examples
- Advertising and Promotion
- Suppliers provide innovative and informative web sites
- Sweepstakes
- Television advertising
- Dawn
- Figure 18: Ultra Dawn television ad, 2008
- Cascade
- Figure 19: Cascade Complete All in 1 ActionPacs television ad, 2009
- Figure 20: Cascade Gel with the Grease Fighting Power of Dawn television
ad, 2009
- Finish/Electrasol
- Figure 21: Finish All in One Dishwashing Tablets television ad, 2009
- Figure 22: Electrasol Finish Powerball Tabs television ad, 2008
- Earth Friendly
- Figure 23: Earth Friendly Wave television ad, 2009
- Usage
- Wealthy households more likely to use dish soap
- Figure 24: Use of dishwashing liquid for hand washing dishes, by
household income, October 2007-December 2008
- Three in five use dishwasher detergent
- Figure 25: Household usage of detergent and rinse for automatic
dishwashers, by age, October 2007-December 2008
- Dishwasher use more prevalent among the affluent
- Figure 26: Use of detergent and rinse for automatic dishwashers, by
household income, October 2007-December 2008
- Newer format makes in-roads
- Figure 27: Type of detergent/rinse aid for automatic dishwashers used,
by age, October 2007-December 2008
- Tablets popular across income lines
- Figure 28: Type of detergent/rinse aid for automatic dishwashers used,
by household income, October 2007-December 2008
- Brand Usage
- Detergent for dishwashers--dish soap brand choice varies with age
- Figure 29: Brand of detergent for automatic dishwashers used, by age,
October 2007-December 2008
- Rinse aid for dishwashers--Cascade Crystal Clear is big with the kids
- Figure 30: Brand of rinse aid for automatic dishwashers used, by age,
October 2007-December 2008
- Detergent for hand washing dishes--little brand loyalty for the young
- Figure 31: Brand of detergent for hand washing dishes used, by age,
October 2007-December 2008
- Attitudes and Motivations
- A restless consumer base
- Figure 32: Satisfaction with current dishwashing liquid for hand washing
dishes and interest in trying new ones, by age, April 2009
- Transition period: 25-34 year olds unhappy with dishwasher detergent
- Figure 33: Satisfaction with current detergent for automatic dishwashers
and interest in trying new ones, by age, April 2009
- Half of respondents use coupons, free samples
- Figure 34: Attitudes towards sampling, coupons and online purchase:
dishwashing liquid for hand washing dishes, by age, April 2009
- Figure 35: Attitudes towards private label: dishwashing liquid for hand
washing dishes, by age, April 2009
- Young consumers likely to use private label dishwasher detergent
- Figure 36: Attitudes towards sampling, coupons and online purchase:
detergent for dishwashing machines, by age, April 2009
- Figure 37: Attitudes towards private label: detergent for dishwashing
machines, by age, April 2009
- Recession has not affected purchase process for majority
- Figure 38: Changes to buying of dishwashing products in the recession,
by age, April 2009
- Product Properties
- Dishwashing liquid for hand washing dishes
- Anti-bacteria still wins
- Figure 39: Importance of properties in dishwashing liquid for hand
washing dishes, and willingness to pay extra for each, April 2009
- Young respondents interested in dishwashing liquid additional features
- Figure 40: Importance of properties in dishwashing liquid for hand
washing dishes, by age, April 2009
- Detergent for dishwashing machines
- Interest in earth-friendly low, conviction high
- Figure 41: Importance of properties in detergent for dishwashing
machines, and willingness to pay extra for each, April 2009
- Young peoples' product property interest outweighs spending
- Figure 42: Importance of properties in dishwasher detergent, by age,
April 2009
- Impact of Race/Hispanic Origin
- Overall usage
- Figure 43: Household usage of dishwashing liquid and detergent for
automatic dishwashers, by race/Hispanic origin, October 2007-December 2008
- Whites most keen on machine washing
- Figure 44: Ownership and usage of automatic dishwasher, by race/Hispanic
origin, April 2009
- Brand usage
- Detergent for automatic dishwashers
- Figure 45: Brand of detergent for automatic dishwashers used, by
race/Hispanic origin, October 2007-December 2008
- Rinse aid for automatic dishwashers
- Figure 46: Brand of rinse aid for automatic dishwashers used, by
race/Hispanic origin, October 2007--December 2008
- Figure 47: Brand of detergent for hand washing dishes used, by age,
October 2007--December 2008
- Attitudes and motivations
- Figure 48: Satisfaction with current dishwashing liquid for hand washing
dishes and interest in trying new ones, by race/Hispanic origin, April 2009
- Product properties
- Figure 49: Importance of properties in dishwashing liquid for hand
washing dishes, by race/Hispanic origin, April 2009
- Focus on Females
- Women make dish soap choices
- Figure 54: Share of responsibility in buying dishwashing soap, by
gender, April 2009
- Women want to try new products
- Figure 55: Satisfaction with current dishwashing liquid for hand washing
dishes and interest in trying new ones, by gender, April 2009
- Figure 56: Satisfaction with current dishwasher detergent for
dishwashing machine and interest in trying new ones, by gender, April 2009
- Women receptive to coupons, free samples
- Dishwashing liquid for hand washing dishes
- Figure 57: Attitudes towards sampling, coupons and online purchase:
dishwashing liquid for hand washing dishes, by gender, April 2009
- Figure 58: Attitudes towards private label: dishwashing liquid for hand
washing dishes, by gender, April 2009
- Dishwashing liquid for a dishwashing machine
- Figure 59: Attitudes towards sampling, coupons and online purchase:
detergent for dishwashing machines, by gender, April 2009
- Figure 60: Attitudes towards private label detergent for a dishwashing
machine, by gender, April 2009
- Women hate bacteria on their dishes
- Figure 61: Importance of properties in dishwashing liquid for hand
washing dishes, by gender, April 2009
- Women want strong, yet sensitive dishwasher detergent
- Figure 62: Desired properties in detergent for dishwashing machines, by
gender, April 2009
- Appendix: Trade Associations
|
Related Report
|
View Cart
