An assessment of the attitudes, values and preferences buyers of the leading brands of dishwashing liquid reveals a market segmented into buyers who prefer trusted, quality products, those who prefer environmentally friendly products and those who look for value for money.


Brands of Dishwashing Liquid Purchased Most Often


Source: Roy Morgan Single Source, January 2010 – December 2010, n = 14,741.


Morning Fresh is the most popular brand of dishwashing liquid, purchased most often by 24% of household grocery buyers in the year to December 2010. Earth Choice and Palmolive round out the top three brands and were purchased by 13% and 11% respectively.

The buyers of Morning Fresh and Palmolive can be categorised as consumers who are attracted to quality, trusted products. They tend to be big spenders who trust well known brands over stores’ own brands and believe quality is more important than price. Compared to buyers of Blast, Trix, Spree and the Supermarket brands they are more likely to have a house cleaner, get their clothes dry cleaned and to have travelled overseas in the last year.

Buyers of Earth Choice are more likely to consider themselves to be environmentalists at heart (76% compared to 66% of all grocery buyers) and believe that “if we don’t act now we’ll never control our environmental problems” (87% compared to 79% of grocery buyers). They also prefer to holiday in places where they can see nature or be in a natural setting. Compared to buyers of the other top brands of dishwashing liquid, they are more likely to disagree with the statement “Threats to the environment are exaggerated” (76% compared to 66% of Morning Fresh, 65% of Palmolive, 64% of Blast and 63% of the Supermarket brand, Trix and Spree buyers).

Trix, Spree and the Supermarket brands buyers are more likely to be light spenders; 64% of Supermarket brand and 65% of Trix and Spree buyers “don’t buy luxuries anymore”; they also “go out of their way in search of a bargain” and “buy more stores’ own products than well known brands.” Compared to buyers of the other top brands they are at least 10% more likely to redeem coupons to get discounts or special offers.

Blast dishwashing liquid customers are more middle of the road - medium spenders – they share some characteristics with buyers of the quality trusted brands, as well as that of the more budget focused buyer. For example, they are more likely to go out of their way in search of a bargain when compared to buyers of Morning Fresh and Palmolive (47% versus 39% and 42% respectively), yet just a likely to believe that quality is more important than price.


Howard Seccombe, Director of Client Services at Roy Morgan Research, says:

“Roy Morgan Research figures reveal a competitive dishwashing liquid market, with a number of products meeting a variety of consumer needs.

“Morning Fresh and Palmolive appear to be able to trade on their established brand names and reputation to maintain popularity, despite a higher shelf price. At the same time competing products rely on distinguishing themselves as a genuine alternative (such as the ‘green’ option) or with lower prices in order to be competitive. To this end the cheaper brands may run the risk of attracting buyers who are price sensitive and more influenced by sales and promotions rather than brand name. They also position themselves in the segment occupied by the economical and competitive supermarket brands.

“The popularity of Earth Choice highlights the ability of environmental considerations to supersede economic or quality ones when choosing a supermarket product and suggests that the environment is at the forefront of a number of consumers’ minds. It will be interesting to track the progress of environmentally friendly brands such as Earth Choice, especially as Aldi now stocks only phosphate free laundry detergents - instigating this initiative across all cleaning agents may be the next logical step.”

Purchase detailed Roy Morgan's Dishwashing Liquid Customer Profiles. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.


For more details contact:

info@roymorganonlinestore.com