Dishwashing Detergents - UK - April 2008

Table of Contents

• Issues in the Market
• Key themes
• Definitions
• Hand dishwashing detergents
• Dishwasher detergents
• Market in Brief
• A market rising in importance
• Innovating to survive
• Machines taking over
• More washing up...and less time to do it
• Internal Market Environment
• Key points
• Ownership of dishwashers
  • Figure 1: Dishwasher ownership, by country, 2002-07
  • Figure 2: Expenditure on household electricity, at current prices, 2002-07
• More mess?
  • Figure 3: Agreement with selected lifestyle statements relating to eating habits, 2003-07
• But less time
  • Figure 4: British environmental credentials, 2003-07
• Other people' s cooking
  • Figure 5: Trends in frequency of eating fast foods and eating out in the last 12 months, 2005-07
• Environmental concern
  • Figure 6: British environmental credentials, 2003-07
• Skin conditions
  • Figure 7: Complaints suffered from in the last 12 months, 2003-07
• Broader Market Environment
• Key points
• Household size
  • Figure 8: Trends in household size, UK, 2003-13
• Washing up a waste of time for working women?
  • Figure 9: Structure of the UK workforce, by gender, 2003-13
• Technological age
  • Figure 10: Structure of the UK population, by age, 2003-13
• Competitive Context
• Key points
• In context with other cleaning products
• An impressive record
  • Figure 11: Value growth rates in household care markets, 2002-07
  • Figure 12: New launches in household cleaning, by sub-category, 2007
• Wider trends
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Who' s Innovating?
• Key points
• Innovation in a European context
  • Figure 13: New launches by country, percentage of European new product launches, 2007
• On their way to the UK?
• Category launches
• New launches in the UK
  • Figure 14: New launches, by sub-category, UK, 2003-07
• Manufacturer share of new launch activity
  • Figure 15: New UK launch activity, by manufacturer, 2007
• Plants and planet inspiring innovation
  • Figure 16: New launches, by leading product claims, 2005-07
• Market Size and Forecast
• Key points
  • Figure 17: Total dishwashing detergents value sales, at constant and current prices, 2003-13
• The future of the market
• Segment Performance
• Key points
• Pulling the plug on doing the dishes by hand
  • Figure 18: UK value sales of dishwashing detergents, 2003-13
• Growth powers ahead for dishwashers
• UK expenditure in household equipment -- the past ten years
• The future of the market
• Moving goalposts
  • Figure 19: UK retail value sales of dishwasher products, by type, 2003-07
• Sales leaking away for hand-washing detergents
• The collapse of the antibacterial sector
  • Figure 20: UK retail value sales of hand dishwashing detergents, by type, 2003-07
• Market Share
• Key points
• Manufacturer shares
  • Figure 21: Manufacturers' retail value shares of dishwashing detergents, 2005-07
• Dishwasher detergents
• Fairy bursts on the scene
  • Figure 22: Brands' retail value shares of the dishwasher detergents sector, 2005-07
• Hand-washing detergents
  • Figure 23: Brands' retail value shares of hand dishwashing detergents, 2005-07
• Niche growth for own-label
• Companies and Products
• Brand map
• Procter & Gamble
• Reckitt Benckiser
• McBride
• PZ Cussons
• Unilever
• Ecover
• Footprint International
• Powder and Liquid Product Ltd (PLP)
• Brand Communication and Promotion
• Key points
• Variable adspend
  • Figure 24: Main monitored media advertising spend on dishwashing detergents, 2003-07
• Fairy significant spend
  • Figure 25: Main monitored media advertising spend on dishwashing detergents, by brand, 2003-07
• Marketing themes
• Performance is key
• Ad-ding value
• Beyond washing up
• Channels to Market
• Key points
• One-stop shopping
  • Figure 26: Retail distribution of dishwashing detergents, 2005-07
• Direct targeting
• Consumer in European Context
• Key points
  • Figure 27: Penetration of dishwashing products, by country, 2007
• Hands that do dishes also use a dishwasher
  • Figure 28: Penetration of dishwasher detergents, by country, by type, 2007
• Tablets most popular
• Dishwasher ownership influences frequency of dishwashing
  • Figure 29: Penetration and frequency of using dishwashing detergents, by country, 2007
• Consumer Usage and Frequency
• Key points
• Trends in usage
  • Figure 30: Usage of dishwashing detergents, 2003-07
• Usage by product format
  • Figure 31: Trends in penetration of dishwasher detergents, by type, 2003-07
• Frequency of use
  • Figure 32: Trend in frequency of using dishwashing detergents, 2003-07
  • Figure 33: Trends in frequency of using washing-up liquids, by dishwasher ownership, 2003-07
• Comparison of attitudes by method of washing up
• Price and promotion
  • Figure 34: Attitudes towards price, by detergent users, 2007
  • Figure 35: Attitudes towards promotion, by detergent users, 2007
• Novelty and sampling
  • Figure 36: Attitudes towards novelty, by detergent users, 2007
• Brand loyalty
  • Figure 37: Attitudes towards brand loyalty, by detergent users, 2007
• Appendix
• Advertising data
• Abbreviations
• Appendix: Internal Market Environment
  • Figure 42: Ownership of electric dishwashers in GB, by gender, age, household income, working status, region, presence of children and household size, 2007
• Appendix: Broader Market Environment
  • Figure 43: Structure of the UK population, by gender and age, 2003-13
• Appendix: Market Size and Forecast
• Factors used in the forecast
• Appendix: Consumer Usage and Frequency
• Washing-up liquids
  • Figure 44: Penetration and frequency of using washing-up liquids, by gender, age, household income, working status, region, presence of children and household size, 2007
• Dishwasher detergents
  • Figure 45: Penetration and frequency of using dishwasher detergents, by gender, age, household income, working status, region, presence of children and household size, 2007