Abstract
The dishwashing detergent market is split into two sectors; hand dishwashing and machine washing.
The hand dishwashing sector is a mature market in which value growth is difficult to achieve. The focus is very much on fighting for brand share rather than extending usage.
The dishwasher sector is much more vibrant with opportunities for organic growth in line with growing ownership of dishwashers. However, growth of the dishwasher sector is not as competitive as the hand dishwashing sector with TGI data showing that all dishwasher owners also use washing-up liquid and there has been no loss of consumer bases for washing-up liquids.
As might be expected with such a growth opportunity, there is intense competition in the dishwashing sector as the brand leader fights to maintain its technological advance over other manufacturers and own-label products.
Key themes of the report:
- A rise in the penetration of dishwashers is driving growth in the machine wash sector.
- Busier lifestyles and environmental issues are increasingly reflected in both dishwasher and detergent usage.
- There is a constant stream of new dishwasher detergent products being launched in the UK.
- Advertising is a key part in establishing new products in the market.
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