Just Published: "Dishwashing in the US"

From: Fast Market Research, Inc.
Published: Sun May 10 2015

It is generally expected that more innovative and less labour intensive products will outperform their older and more difficult counterparts in consumer appliances. However, in dishwashing, hand dishwashing outperformed it automatic counterpart for the third consecutive year, growing by 1% in contrast to a 1% decline for the latter. During the review period, hand dishwashing grew by 18% in current value terms; in comparison, automatic dishwashing grew by just 3%. There are three major reasons for this disparity. First, the economic crisis of 2008-09 pushed consumers to be more price-conscious. Many switched over to hand dishwashing for economic reasons, and some consumers even had to move into places of residence that did not come with dishwashers. Consumers are still used to their old habits, and thus growth in hand dishwashing and decline in automatic trickled all the way into 2014. Second, the shift towards urbanisation, especially among young people, has put a large contingent of consumers in apartments that do not come with dishwashers. Thus, the only available option is to wash the dishes by hand, contributing to growth of hand dishwashing. Finally, the introduction and expansion of dishwashing tablets for automatic dishwashers caused innovative disruption, cannibalising sales of liquids, powders, and additives. Consumer had yet to completely accept recent innovations of bundling and premiumisation in tablets, contributing to a decline in automatic sales.

Full Report Details at
- http://www.fastmr.com/prod/993788_dishwashing_us.aspx?afid=301

Competitive Landscape

Procter & Gamble led dishwashing with 54% value share, completing its second consecutive year of share growth. Dawn and Cascade are the two biggest brands present in the category, with strong sales growth in 2014, and are leaders in hand and automatic dishwashing, respectively. Procter & Gamble had the biggest growth with a US$34 million jump in sales.

Industry Prospects

Dishwashing is expected to record a value CAGR of 1% at constant 2014 prices over the forecast period. Growth is primarily expected to be driven by automatic dishwashing tablets, which is predicted to grow by a value CAGR of 3% at constant 2014 prices. Demand for tablets experienced somewhat of a transformation with the introduction of bundling and premiumisation. Sales growth is expected to follow, as consumers become more accepting of these changes.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing industry in USA with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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Contact Name: Bill Thompson
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