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Dishwashing in the United Kingdom

UK dishwashing market: £418 million industry by 2017

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2014-02-21 02:39:02 - Dishwashing in the United Kingdom - a new market research report on

In 2012, Procter & Gamble UK Ltd continued to lead the UK dishwashing market thanks to its Fairy brand. The company registered a 38% value share in dishwashing in 2012, reflecting a two percentage point increase on the previous year, the largest rise in the category. The Fairy brands strongest presence was in hand dishwashing, where it held a 69% share. Being the clear leader in hand dishwashing means that the company relies heavily on its performance in that category. In a bid to retain its competitive edge, Procter & Gamble added to its Fairy range the Clean & Care with a touch of Olay brand extension, primarily targeted at female consumers. Also in 2012 it introduced the Fairy Platinum



range that it claims has "overnight soaking power in just 10 minutes". The full effect of this launch is expected in 2013.

Automatic dishwashing products sales grew by 1% to reach £249 million, thanks to a 2% rise in average unit price. Dishwasher penetration increased by one percentage point to 39% in 2012, but this was not enough to push volume sales of automatic dishwashing products into growth.

Over the forecast period, the dishwashing category will continue to be negatively impacted by the ongoing economic difficulties in the UK, with price-conscious consumers seeking to reduce their expenditure wherever possible. The category is expected to see constant value sales decline by 1% annually over the forecast period, to result in sales of £418 million in 2017.

Key Headlines

- Dishwashing sales remain stable, at £448 million, in 2012
- Automatic dishwashing accounts for 56% of value sales in 2012, up from 55% in 2007
- Dishwashing additives records the strongest current value rise at 1% in 2012
- With a mix of discounting and new branded products in 2012, average unit prices increased by less than 2% in 2012
- Procter & Gamble UK Ltd continues to lead the dishwashing category, with its Fairy brand registering a 38% value share in 2012
- The dishwashing category is expected to see constant value sales fall by 1% annually over the forecast period, reaching £418 million by 2017.

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Mike King
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