Magazine article Marketing

Dishwasher Products Set to Make a Clean Sweep of 90s

Magazine article Marketing

Dishwasher Products Set to Make a Clean Sweep of 90s

Article excerpt

Dishwasher products set to make a clean sweep of 90s

The UK's washing-up liquid market is set for a shake-up caused by the surge in dishwasher owners, according to a new study.

Automatic dishwasher liquids and powders will be the biggest growth sector during the 90s in the UK household cleaning agents market, according to market researcher Euromonitor.

The UK's dishwashing products sector was worth an estimated 138m [pounds] in 1989. Washing-up liquids, found in nearly every UK home, dominate that market. But their share is slipping because of the 500,000 automatic dishwashers now operated in UK homes. The use of automatic dishwashing powders jumped by 60% from 1985 to 87.

In 1988, washing-up liquids accounted for 79% of the market against 21% for dishwasher products. In 1990 Euromonitor forecasts the liquids will lose 6% and eventually slide to 66% by 1993.

The big brand advertisers have been doing the best in recent years. Procter and Gamble increased its share of the washing-up liquid market from 39% in 1985 to 42% in 1988, largely at the expense of Lever, whose share fell to 12%. …

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