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Auto Dish Detergent Market Analysis: Insights on Demographics and Brand Dominance (2012)

This report analyzes the auto dish detergent market as of 2012, focusing on brand differentiation among the leading manufacturers: P&G (Cascade), Reckitt-Benckiser (Finish), and Colgate-Palmolive (Palmolive, Ajax). The audit covered 17 stores, revealing demographic preferences, such as Cascade's appeal to older, low-education households. The study highlights challenges faced by private labels, including limited shelf space, low margins, and strong brand loyalty to established names. Recommendations for private label strategies are discussed based on observed trends and market dynamics.

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Auto Dish Detergent Market Analysis: Insights on Demographics and Brand Dominance (2012)

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  1. Auto Dish Detergent 2012 By, Bianca Roop, Brian Robinson, Katy Compton

  2. Auto Dish Detergent Audit

  3. A.C. Nielsen “Demographics” Tab: Auto Dish Detergents

  4. Differentiation • 3 Dominant Manufacturers • P&G: Cascade • Reckitt-Benckiser: Finish • Colgate-Palmolive: Palmolive, Ajax • The SKU that showed up in every store- P&G, Cascade- action pacs • The number 1 dominant brand- P&G

  5. Demographic Differences among Auto Dish Detergent brands

  6. Cascade is preferred by older, two person households

  7. Cascade is preferred by larger, low education households

  8. Demographic

  9. Strongest Brands • 3 Dominant Manufacturers • P&G: Cascade • Reckitt-Benckiser: Finish • Colgate-Palmolive: Palmolive, Ajax • The SKU that showed up in every store- P&G, Cascade- action pacs • The number 1 dominant brand- P&G

  10. Audit 2012 • 17 stores audited • 3- Wal-Mart • 3- Neighborhood Market • 3- Walgreens • 3- Family Dollar • 2- Dollar General • 1- K-Mart • 1- Marvin’s IGA • 1- Target • 133 SKU’s 2010 • From 5 stores audited • Wal-Mart • Harps • Walgreens • Marvin’s IGA • Target • 66 SKU’s

  11. Who’s in Control? • Suppliers

  12. Private Label Success?

  13. Why? • Lack of shelf space • Lack of SKUs • Horrible margins • Strong brand loyalty • Quality differences difficult to determine

  14. Private Label • Private label’s should decrease presence in this category • There is a low GM% on auto dish detergent with P/L and the increasing National Brands are starting to have an effect on P/L sales

  15. Recommendations • GM for P/L powder are lower than national brands • Too much depth

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