Hand dishwashing still an attractive market for trendsetters

Author: Adrian Atterby

Date published: 1 Oct 2007

Despite increased penetration of automatic dishwashers, hand dishwashing products have continued to see impressive levels of growth globally thanks to innovations and a widening consumer base.

Innovations have focused on the design and functionality of the container as well as the formulation of the cleaning solution. Fragrance is important as the use of additional scents allows products to be 'updated' regularly, maintaining consumer interest. This is true even in emerging markets. Almost all new hand dishwashing products in China are integrated with long lasting fragrances. Aside from this many products in China are dual use, meaning that they can also be used to wash fruit and vegetables. This is certainly a feature that would be quickly accepted in other emerging markets where water resources may be limited and where multi-functional products are of great benefit.

Manufacturers have also responded to consumer demands by integrating skin care products into hand dishwashing solutions. In Russia Henkel launched Pril Gentle Formula especially for that purpose while in Germany companies such as Colgate-Palmolive have launched products with aromatherapy claims, skin sensitive products with added lotion and moisturising agents.

Innovation still occurring in developed markets

In the US manufacturers have focussed on developing new dispensing systems as well as new formulations. One such new system is the Palmolive Oxy Plus Foam, introduced in August 2006. The pump bottle and foaming action offer convenience to consumers as they do not need to soak dirty dishes in water before cleaning them. Instead users simply need to pump a little of the solution on to a damp cloth in order to clean.

This type of solution is aimed at consumers with busy lives who need to wash up and go as well as people living alone who do not generate enough dirty dishes to justify filling their sink.

During the forecast period (2006-2011) it is likely that growth levels will slow in developed markets such as North America, where revenue will decline by 6% over the period and in Western Europe where sales will fall by 3%. This will increasingly result in manufacturers focusing on emerging markets as the place to secure value growth.

Integration of additional functions and task specific features

In order to protect themselves from these declines manufacturers will attempt to raise unit prices to defend profit margins. In order to achieve this company activity will focus on improved cleaning ability and new fragrances. Colgate-Palmolive's early 2007 US launch of Palmolive Scrub Buster with micro-beads makes claims regarding its deep cleaning abilities while P&G's 2007 launch of Dawn Simple Pleasures highlights its built-in air freshener. The sink space is an area in consumer's kitchens which can suffer from odour problems, meaning this combination product really does add value. It also adds convenience, as consumers only need to remember to purchase one product in the supermarket.

Also in the US P&G introduced a new version of its Dawn dishwasher product in early 2007 which it claimed rids plastics of tough smelling odours such as onions, garlic, fish and eggs. This product is therefore perfect for those people who maybe use plastic containers in order to store food for their lunch whilst at work and who can't wash the container immediately after use, allowing stains and smells to permeate into the plastic.

Adrian Atterby; Industry Analyst Household care products: adrian.atterby@euromonitor.com