Dishwasher ownership grows and purchasing of dishwashing liquid declines in 2019

Original article by Roy Morgan
Market Research Update – Page: Online : 17-Jun-19

New research from Roy Morgan shows that 11.92 million Australians aged 14+ (58%) now own a dishwasher, up more than 2.2 million (+8ppts) from four years ago. While dishwasher ownership has grown in recent years, purchasing of dishwashing liquids has barely changed over the last two years, although there has been a clear decline as a share of the growing population. Dishwashing liquid is still bought by 11.91 million Australians (57.9%); this is an increase from the 10.96 million (56.6%) who bought dishwashing liquid in 2015, but it is a clear decline from two years ago when 11.97 million Australians (60.3%) bought dishwashing liquid. Australia’s leading dishwashing liquid is still Morning Fresh, which is bought by 36.6% of buyers of dishwashing liquid, but down by 1ppt from two years ago. Other leading dishwashing liquid brands to decline over the last two years include Palmolive (down 2.6ppts), Fairy (down 1.5ppts) and Supermarket brands (down 0.3ppts). However, Earth Choice, an environmentally-conscious product as the name suggests, is now bought by 24.2% of dishwashing liquid buyers in an average six months (up 1.7ppts from two years ago) and Green Choice is now bought by 2.5% (up 0.4ppts).