Manufacturers are sweating to come up with the most sophisticated dishwashing machine detergent formats, while the humble sink method is also gaining many innovative products
Manufacturers are working themselves into a lather over new products which aim to revolutionise dish washing.
Finish Quantum is already promoting the benefits of its three separate compartments to house incompatible cleaning agents in one single product - without the need to touch chalky tablets.
But Procter & Gamble is hot on its heels with the similarly-styled Fairy Active Burst and Fairy Powder Burst, Fairy’s first entry into the dishwasher category, which aim ultimately to replace all the current powder-style tablets.
P&G’s marketing director for fabric and homecare, Guiseppe Casareto, says: “Tablets are pretty harsh and this way, consumers don’t touch chemicals.”
He adds: “The dual layer of liquid and powder in Active Burst means it’s a superior product and can deliver more than Finish.”
Barry Carter, category manager at Musgrave Budgens Londis, questions whether the average consumer will really see the added
advantages that Quantum and others will bring, while David Briscoe, marketing analyst at McBride, wonders how any more NPD can be squeezed into the dishwash sector. “Maybe fragrance is a possible route but I wouldn’t imagine people want their dishes smelling too much of fragrance, although washing up liquid sells heavily on fragrance, and lemon dishwash tablets outsell regular tablets,” says Briscoe.
Premium products with extra power is also driving washing up liquid and Casareto admits that the level of performance of traditional dishwashing products isn’t always good enough. “Laundry detergents are very effective but with dishes you still need to use elbow grease to get rid of food remains, which is why we’re launching products such as Power Spray and Active Foam.”
However, he adds that there is still an education job to do. “We’re trying to explain to consumers that you don’t need a bowl of water with this foam.”
Last year washing up product sales were up 3.7% to £347m, according to TNS. It puts some of the increase down to an increase in usage.
Cleaning product manufacturers are also counting on consumers trading up from a soggy dishcloth to more superior dishwashing products.
This month Spontex launched Brilliant Sponge Scourer while homecare specialist Minky has a new range of handled scourers.
Minky’s Liquid and Liquid Power versions have a reservoir in the handle into which washing-up liquid is poured, while there are also six different interchangeable attachments designed for washing everything from dishes to BBQs.
Peter Brett, Minky marketing manager, says: “The traditional scourer market has become commoditised. Handled scourers are growing at almost 10% per year in value.”
Manufacturers are working themselves into a lather over new products which aim to revolutionise dish washing.
Finish Quantum is already promoting the benefits of its three separate compartments to house incompatible cleaning agents in one single product - without the need to touch chalky tablets.
But Procter & Gamble is hot on its heels with the similarly-styled Fairy Active Burst and Fairy Powder Burst, Fairy’s first entry into the dishwasher category, which aim ultimately to replace all the current powder-style tablets.
P&G’s marketing director for fabric and homecare, Guiseppe Casareto, says: “Tablets are pretty harsh and this way, consumers don’t touch chemicals.”
He adds: “The dual layer of liquid and powder in Active Burst means it’s a superior product and can deliver more than Finish.”
Barry Carter, category manager at Musgrave Budgens Londis, questions whether the average consumer will really see the added
advantages that Quantum and others will bring, while David Briscoe, marketing analyst at McBride, wonders how any more NPD can be squeezed into the dishwash sector. “Maybe fragrance is a possible route but I wouldn’t imagine people want their dishes smelling too much of fragrance, although washing up liquid sells heavily on fragrance, and lemon dishwash tablets outsell regular tablets,” says Briscoe.
Premium products with extra power is also driving washing up liquid and Casareto admits that the level of performance of traditional dishwashing products isn’t always good enough. “Laundry detergents are very effective but with dishes you still need to use elbow grease to get rid of food remains, which is why we’re launching products such as Power Spray and Active Foam.”
However, he adds that there is still an education job to do. “We’re trying to explain to consumers that you don’t need a bowl of water with this foam.”
Last year washing up product sales were up 3.7% to £347m, according to TNS. It puts some of the increase down to an increase in usage.
Cleaning product manufacturers are also counting on consumers trading up from a soggy dishcloth to more superior dishwashing products.
This month Spontex launched Brilliant Sponge Scourer while homecare specialist Minky has a new range of handled scourers.
Minky’s Liquid and Liquid Power versions have a reservoir in the handle into which washing-up liquid is poured, while there are also six different interchangeable attachments designed for washing everything from dishes to BBQs.
Peter Brett, Minky marketing manager, says: “The traditional scourer market has become commoditised. Handled scourers are growing at almost 10% per year in value.”
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