Dishwashing Products - US - April 2004

SUMMARY

What do consumers really want from dishwashing products? In this maturemarket, understanding consumer attitudes and behavior is critical in upsellingconsumers to higher-margin products. Sales reached a high in 2000 with over$1.53 billion in revenues, but have fallen steadily since 2001, even asconsumers continue to purchase mid- to premium-priced products. Growth will relyon product innovations and the willingness of consumers to pay for them. Thechallenge to the industry is to convince consumers that these new products areworth the higher prices.

Mintel's original consumer research helps you unravelthe reasoning behind consumer purchasing decisions. Results are analyzed by age,gender, and other demographic characteristics. For example, older respondentsand large households favor powder detergents, while younger consumers preferliquids and tablets. Black respondents are more open to liquid and geldetergents than other groups, while a relatively high percentage of Asianrespondents use detergent tablets.

This report also delves into methods forattracting new customers and convincing them to spend more on dishwashingproducts. For example, coupons or discounts are more likely to influence youngerconsumers, according to Mintel's exclusive research. This same group is alsoheavily influenced by recommendations of family and friends. Younger consumersare looking for value and may not be loyal to a brand yet, making coupons aneffective way to draw in new customers.

Mintel explores all the importantdrivers in the dishwashing products market, such as changing dining patterns,the decrease in households with children, and consolidation in the market.Retail distribution, market segmentation, and the current supply structure areall covered in depth. A six-year trend analysis predicts future growth for themarket, helping you form a long-term marketing strategy.

This report coversdetergents for hand-dishwashing (typically sold in concentrated liquid form),detergents for use in automatic dishwashing machines (tablets, powders, andliquids/gels), and dishwasher additives (rinsing and drying aids, and productsformulated to clean and maintain the dishwasher).

Not included in this reportare any other soap and detergent products, such as those for washing hands orsinks; scrubbing agents for pots and pans; spray cleansers; sponges and brushesfor cleaning dishes; and liquid hand soaps.

TABLE OF CONTENTS

Contents

INTRODUCTION AND ABBREVIATIONS

Introduction

Other Relevant Reports

Definition

Abbreviations & Terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Many new products, but little growth

Number of households rises, but number of households with children falls

Changing dining patterns

Consolidated market

Supermarkets dominate retail

The Consumer

Use of hand and automatic dishwashing detergents

Formulation and brand preference

Purchasing habits

Reasons for trying new products

The future of dishwashing products

MARKET DRIVERS

Innovation and New Product Development

Popularity of aromatherapy

Figure 1: Retail sales of aromatherapy products, at current and constantprices, 1997-2002

Natural products

Multitasking products

Convenient packaging

Niche products mean incremental sales

Popularity of cleaning wipes

Number of households

Figure 2: Number of U.S. households, 1998-2003

Decline in number of children

Figure 3: Number of families with children under 18, 1998-2003

Changing dining patterns

More dishwashers in homes

Figure 4: Manufacturers' domestic unit shipments of dishwashers, 1998-2003

MARKET SIZE & TRENDS

Figure 5: Retail sales of dishwashing products, at current and constantprices, 1998-2003

Graph 1: Trends in sales of dishwashing products, at current and constantprices, 1998-2003

MARKET SEGMENTATION

Overview

Figure 6: Sales of dishwashing products, by type, 2001 & 2003

Graph 2: Sales of dishwashing products, by type, 2003

Graph 3: Trends in sales of dishwashing products, by type, 1998-2003

Hand dishwashing detergents

Figure 7: Sales of hand dishwashing detergents, at current and constantprices, 1998-2003

Automatic dishwasher detergents

Figure 8: Sales of automatic dishwasher detergents, at current andconstant prices, 1998-2003

Rinse aids

Figure 9: Sales of rinse aids, at current and constant prices, 1998-2003

SUPPLY STRUCTURE

FDM sales by manufacturer

Figure 10: FDM sales of dishwashing products, by manufacturer and brand,2001 & 2003

Graph 4: FDM sales of dishwashing products, by manufacturer, 2003

FDM sales of hand dishwashing detergents

Figure 11: FDM sales of hand dishwashing detergents, by manufacturer &brand, 2001 & 2003

FDM sales of automatic dishwasher detergents

Figure 12: FDM sales of automatic dishwasher detergents, by manufacturer& brand, 2001 & 2003

Major manufacturers and brands

Procter & Gamble

Colgate-Palmolive

Reckitt Benckiser

Unilever

Other manufacturers

Huish Detergents, Inc.

Method Home Care

Seventh Generation

USA Detergents

ADVERTISING & PROMOTION

Procter & Gamble

Colgate-Palmolive

Reckitt Benckiser

RETAIL DISTRIBUTION

Introduction

Figure 13: Retail sales of dishwashing products, by channel, 2001 &2003

Graph 5: Retail sales of dishwashing products, by channel, 2003

Supermarkets

Figure 14: Supermarket sales of dishwashing products, at current andconstant prices, 1998-2003

Supermarket operating data

Figure 15: Top supermarket operating statistics, latest fiscal year-end

Figure 16: Percentage change from latest fiscal year-end versus year prior

Figure 17: Top supermarket quarterly statistics, fiscal 2002 and fiscal2003

Mass merchandisers

Figure 18: Mass merchandiser sales of dishwashing products, at current andconstant prices, 1998-2003

Mass merchandiser operating data

Figure 19: Top mass merchandiser operating statistics, latest fiscalyear-end

Figure 20: Percentage change from latest fiscal year-end versus year prior

Figure 21: Top mass merchandiser quarterly statistics, fiscal 2002 andfiscal 2003

Drugstores

Figure 22: Drug store sales of dishwashing products, at current andconstant prices, 1998-2003

Drug store operating data

Figure 23: Top drug store operating statistics, latest fiscal year-end

Figure 24: Percentage change from latest fiscal year-end versus year prior

Figure 25: Top mass merchandiser quarterly statistics, fiscal 2002 andfiscal 2003

THE CONSUMER

Introduction

Dishwashing product usage

Figure 26: Dishwashing product usage, June 2002-May 2003

Figure 27: Dishwashing product usage, by gender of head of household, June2002-May 2003

Figure 28: Dishwashing product usage, by household income, June 2002-May2003

Figure 29: Dishwashing product usage, by race/ethnicity, June 2002-May2003

Figure 30: Dishwashing product usage, by household size, June 2002-May2003

Figure 31: Dishwashing product usage, by region, June 2002-May 2003

Summary

Types of automatic dishwashing detergent used

Figure 32: Types of automatic dishwashing detergent used, June 2002-May2003

Figure 33: Types of automatic dishwashing detergent used, by age of headof household, June 2002-May 2003

Figure 34: Types of automatic dishwashing detergent used, byrace/ethnicity, June 2002-May 2003

Figure 35: Types of automatic dishwashing detergent used, by region, June2002-May 2003

Summary

How products are bought

Figure 36: How dishwashing products are bought, January 2004

Figure 37: How dishwashing products are bought, by gender, January 2004

Figure 38: How dishwashing products are bought, by age, January 2004

Figure 39: How dishwashing products are bought, by household income,January 2004

Figure 40: How dishwashing products are bought, by region, January 2004

Summary

Reasons for trying new products

Figure 41: Reasons for trying new products, January 2004

Figure 42: Reasons for trying new products, by age, January 2004

Figure 43: Reasons for trying new products, by household income, January2004

Summary

Where products are bought most often

Figure 44: Where dishwashing products are bought most often, January 2004

Figure 45: Where dishwashing products are bought most often, by gender,January 2004

Figure 46: Where dishwashing products are bought most often, by age,January 2004

Figure 47: Where dishwashing products are bought most often, by householdincome, January 2004

Figure 48: Where dishwashing products are bought most often, by region,January 2004

Summary

FUTURE & FORECAST

FUTURE TRENDS

Number of households

Figure 49: Numbers of households, 2003-2008

Increase in number of smaller households

Consumers seek convenience

Continued product innovation

MARKET FORECAST

Overview

Figure 50: Forecast of retail sales of dishwashing products, at currentand constant prices, 2003-2008

Graph 6: Forecast trends in sales of dishwashing products, at current andconstant prices, 2003-2008

Hand dishwashing detergents

Figure 51: Forecast of retail sales of hand dishwashing detergents, atcurrent and constant prices, 2003-2008

Automatic dishwasher detergents

Figure 52: Forecast of retail sales of automatic dishwasher detergents, atcurrent and constant prices, 2003-2008

Rinse aids

Figure 53: Forecast of retail sales of rinse aids, at current and constantprices, 2003-2008

Forecast factors

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: NEW PRODUCT DEVELOPMENTS

NEW PRODUCT TRENDS-DISHWASHING PRODUCTS

Introduction

New product numbers

Figure 54: Number of new product introductions, 1998-2004

Product trends

Convenient formats

Anti-bacterial products

Healthy skin

Ingredient & fragrance trends

Product launches by company/brand

Forecasts/Predictions

NEW PRODUCT BRIEFS

Reckitt Benckiser: Electrasol 2in1 Automatic Dishwasher Detergent Tabswith Jet-Dry

Procter & Gamble: Dawn Wash & Toss Disposable Dish Pads

Ecover: Ecover Rinse Aid

Procter & Gamble: Dawn Power Dish Brush

Colgate-Palmolive: Ultra Palmolive Aroma Therapy

Procter & Gamble: Ultra Ivory Gentle Blossoms Concentrated DishwashingLiquid

Wal-Mart: Great Value Automatic Dishwashing Gel

Procter & Gamble: Cascade Plastic Booster 2-in-1 Plastic CleaningAdditive

Fruits & Passion: Cucina Dish Detergent

Colgate-Palmolive: Palmolive Dish Wipes

Procter & Gamble: Dawn Power Dissolver Foam

Method: Method Cucumber Dish Soap

Procter & Gamble: Dawn Oxi Dish Soap

Reckitt Benckiser: Jet-Dry Orange Scented Rinse Agent

Primal Elements: Primal Elements Home Spa Dishwashing Liquid

Reckitt Benckiser: Electrasol Gelpacs Automatic Dishwasher Detergent

APPENDIX: RESEARCH METHODOLOGY

Consumer Research

Sampling & Weighting

Presentation & Definition

Further Analysis

Trade Research

Informal trade research

Formal trade research

Desk & Internet Research

Sources

Definitions

Forecasts

APPENDIX: WHAT IS MINTEL?

Mintel Publications

Mintel Services

Product retrieval

Retail audits

Tailored research

Global New Products Database

Research Support/Consultancy/MIC

The Mintel Information Centre (MiC)

PR Research