DISHING IT OUT
Get It Done
Even though they have more choices,
Americans still loathe doing dishes. In fact,
84% of party hosts have purchased disposable dishware because they didn’t want to do
the dishes afterward, and 50% have simply
thrown away a dish because they didn’t feel
like cleaning it, according to survey conducted
by Wakefield Research for Church & Dwight’s
OxiClean, which is the most recent player to
enter the dish detergent category.
In April, Church & Dwight rolled out
OxiClean Extreme Power Crystals Dishwasher
Detergent, which comes in an “
easy-to-pour, easy-to-store” bottle and convenient
paks in two scents—Lemon Clean and Fresh
“We saw consumers settling for poor dish-
washing results, from clumps left in the dish cup
to cloudy film or spots left on dishes and then having to either
pre-wash or re-rinse by hand. To fill the void, we wanted to take
OxiClean’s stain-fighting expertise to the automatic dishwashing
detergent category and differentiate ourselves from the powders
and gels on the market,” said Valarie Jutteau-Casagrande, brand
manager, OxiClean at Church & Dwight.“ We
created a unique 4X concentrated oxygen-
based dishwasher detergent formula in both
crystals and crystals single-dose paks that
tackle the toughest of messes and leave dishes
According to Jutteau-Casagrande, the ef-
fectiveness of OxiClean “detergent lies in the
formula’s unique crystals and 4X concen-
trated oxygen cleaning power that delivers
unmatched stain and odor removal. The four
times concentrated formula also comes at a
great value to consumers. They get more loads
per bottle since only half of a dish cup filled
with the crystals will deliver maximum clean-
ing power,” she said.
Church & Dwight is taking a 360° approach
to support the launch by connecting with key
social media influencers within the entertaining and hospitality categories.
Another“oxi” in dish care can be found at Sun Products Corp.
Earlier this year, Sun’s Lemon Oxi Complex Single Dose Power
Pacs were recognized as the No. 1 product of the year in the
dishwashing pac category in a TNS consumer survey conducted
among more than 50,000 consumers.
Meanwhile, Method’s dish care
line includes Smarty Dish and Smart
Dish Plus tablets for dishwashers, a
hand wash dish soap pump and its
most recent entry, Power Foam dish
soap, which users spray directly onto
a sponge or dishes.
According to Ann Deming, business manager for dish + cleaning,
Method Power Foam dish soap combines the best of both worlds; a convenient spray that delivers a powerful
cleansing foam and a little bit of fun to
the dishwashing routine.
“It’s perfect for that quick, on-the-go cleaning and great for narrow
openings like vases and baby bottles.
It’s easy to use so it’s also great for
getting kids involved with chores, as
dishwashing is usually one of the first
chores parents teach their children.
There’s just something fun about
foam. It makes a once-tedious daily
chore a little more delightful,” she
MAN VS. MACHINE
Here’s a look at sales of leading dish detergent and dishwasher detergent/additives for the 52 weeks
ended March 23, 2014 at total US multi-outlets (supermarkets, drug stores, mass market retailers,
military commissaries and select club and dollar retail chains).
Dish Sales Chg Yago Dishwasher Sales Chg Yago
Dawn 597.19 million 6. 24 Cascade 279.37
million ( 17. 30)
Palmolive 189.69 million 10. 85 Cascade
Ajax 151.86 million ( 5. 98) Private Label
( 9. 43)
Gain 110.8 million 14. 19
( 3. 87)
Private Label 82. 77 million 3. 12
Ajax Triple Action 81. 91 million 15. 85
( 3. 83)
Palmolive Soft Touch 36.01 million 26. 10
( 3. 24)
Joy 27. 24 million ( 24. 74)
Ivory 25. 73 million ( 3. 13)
Dawn Power Clean 21. 81 million 65. 67 Finish
Palmolive Oxy 20. 65 million 107.09
Source: Infoscan Reviews, Information Resources, Inc. (IRI)
Church & Dwight’s OxiClean is a new
entry in the dish care category.