Trends Impacting Automatic Dishwashing Ingredients: Part 1 - Water Softeners

Key Findings

Legislation and dishwasher ownership

The ADW market is still very reliant on the developed world, owing to the low penetration of dishwashers in developing regions like Asia Pacific, the Middle East and Africa, and Latin America, where the dishwasher possession rate is below 15%. Also, hand dishwashing is more popular than ADW in NA, largely owing to the turbulence caused by the 2010 phosphate ban.

WE market dominated by ADW tablets

The ADW market in WE is characterised by the high consumption of tablets, despite their higher prices relative to less complex ADW powders and liquids. WE consumers have consistently showed that they are willing to spend more for ADW products that can guarantee high washing standards.

NA – Trading off efficiency for lower product cost

The 2010 limitation on the phosphorus content of ADW products in NA led to the almost complete substitution of chelators with cheap but poorly performing salts, resulting in efficacy problems and consequent consumer distrust.

WE – Different reformulation strategy

In contrast, the different spending profile of WE consumers allowed ADW manufacturers to replace harmful phosphates with eco-friendly water softeners that meet the high efficacy requirements, in view of the 2017 EU phosphate ban.

Rise of “green” and effective chelators

Ingredient suppliers are increasingly focusing on the development of high-performing water softeners with a low ecological footprint, while investments in chelator producing facilities across WE highlight the increased interest in this group of ingredients. The projected increase in the usage of chelators like methyl glycine diacetic acid (MGDA) in NA may have a positive impact on sales of ADW products in the region.

Opportunities for new ingredients

Increased eco-awareness is also reflected in the prevalence of energy-saving dishwasher modes, something that can affect ADW ingredient action. The removal of phosphates and the popularity of multifunctional tablets have created opportunities for non-chelating “green” ingredients that improve product efficacy, such as polymers, enzymes and surfactants.