Ingredients Trends in Automatic Dishwashing

June 2015

Automatic dishwashing is very dependent on developed countries, and given poor sales of dishwashers and economic fears, the category remains weak. The category has also had to overcome efficacy problems, following the removal of phosphates. However, there are opportunities for ingredients suppliers which are able to develop products which are effective and can target specific functions. This report discusses these issues and the effect they have had on automatic dishwashing ingredients.

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Weak Automatic Dish Washing category

Economic concerns, low dishwasher sales and efficacy issues have all affected the Automatic Dish Washing (ADW) category, and consequently demand for ADW ingredients across the developed regions is weak.

Some growth in smaller markets

While growth in ADW is weak in the key markets of North America and Western Europe, there has been growth in some smaller markets, such as Turkey and Saudi Arabia.

BRICs have yet to make their mark

The BRIC countries are often the key drivers of fmcg categories; however, with dishwasher penetration still low across these countries, growth remains weak for ADW and its ingredients.

Phosphate alternatives

Phosphate removal in ADW is creating opportunities for ingredients suppliers to develop new ingredients and formulations which can fill the gap. However, effectiveness remains paramount, otherwise sales will be affected.

Green chemicals

Following the phosphate ban, manufacturers are looking to use more green chemicals in their formulations. Ingredients suppliers are having to develop biodegradable and sustainable chemicals which still meet the high efficacy requirements of this category.

Innovation key to sales growth

In a weak category, brands must gain sales by battling it out for market share. This is being driven by launching products with specific additional benefits, which can only be achieved by the development of new ingredients.

Keep an eye on similar categories

Development in ADW has closely followed that of automatic laundry detergents. Following success in laundry detergents, liquid tablets are now successful in ADW, will fragrances become as successful in ADW as laundry?


Key findings

Market for Automatic Dishwashing Ingredients

ADW continues to battle against hand dishwashing
ADW affected by economic pressures in developed world
Mixed picture across ADW formats
Growing success of ADW Tablets
ADW still very reliant on the developed world
Global sales of automatic dishwashers struggle to grow
Slow growth for ADW ingredients as ADW remains weak
Growth strongest for speciality ingredients
Consumer behaviour and legislation drive ADW ingredients

Market Driver : Green and Natural

Reformulation consequences of phosphate ban impact ADW
Opportunities for phosphate replacements
Enzyme usage boosted by phosphate-free products
Synthetic polymers also play key role in phosphate-free products
ADW additives fill gap of phosphates
Effective phosphate-free formulations key to stop decline in Europe
Opportunities for biodegradable ingredients across ADW

Market Driver: Convenience

Convenience drives innovation in ADW
Changes in ADW formats drive ingredients demand
Innovation continues in tablets

Market Driver: Brand Image

Companies fight for market share in ADW
Using aesthetics to gain market share

Where Next?

Mixed picture of growth for ADW ingredients across the regions
Little prospects for growth in North America
Good growth in speciality ADW ingredients in Western Europe
Turkey: The powerhouse of ADW in Western Europe
Pockets of growth for ADW and ingredients across Eastern Europe
Limited growth for Latin America and Asia Pacific
Some opportunities exist in MEA


Development of new and novel ingredients key to growth


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