Dishwashing in the US

PROSPECTS

Millennials value convenience and new experiences

Americans witnessed increasing incomes in 2018, and will continue to reap greater benefits as the economy recovers. This is also true for millennials and younger people in general.

Dishwashing tablets continues to dominate sales against traditional formats

Convenience is the main reason automatic dishwashing tablets managed to record growth in overall dishwashing in 2018. Despite the relatively high price point, consumers are increasingly turning to automatic dishwashing tablets for their dishwashing needs.

Dishwashing sales through traditional channels continue to decline

In 2018, the migration of dishwashing sales away from established distribution channels towards more consumer-driven channels served as a testament to the rapid changes affecting distribution across consumer goods in the US as a whole. The value share of dishwashing through some of the fastest growing non-traditional bricks-and-mortar channels in the US, such as discounters and warehouse clubs, all recorded positive growth in 2018, whereas more traditional channels – such as hypermarkets, supermarkets, and mass merchandisers – experienced shrinking value sales.

COMPETITIVE LANDSCAPE

The Procter & Gamble Co’s product launch successful

The Procter & Gamble Co maintained its dominance of dishwashing in the US in 2018, releasing new products Cascade Platinum dishwashing detergent and cleaner. Both products were promoted as being extremely effective at cleaning tough to remove stains after only one cycle, and without pre-washing, and were positively received by consumers.

Mixed fortunes for competitors

Colgate-Palmolive Co, ranked second in dishwashing in 2018, experienced the most severe value sales decline of any dishwashing player; the company focuses largely on hand dishwashing and has no presence in automatic dishwashing tablets. UK-based Reckitt-Benckiser Group Plc ranked third in dishwashing in 2018 (and the single largest international manufacturer), and recorded the second largest gain in value share of any dishwashing company in 2018, although modest compared to the leading player.

Large multinationals continue to deliver on their sustainability promises

Local consumers are becoming increasingly aware of their effect on the environment, and as a result, demand for more sustainable products and their packaging is growing. Therefore, major corporations have taken notice.

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