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Environmentally-conscious dishwashing liquid gains ground while old favourites fall

While dishwasher ownership in Australia has risen rapidly in recent years, sales of dishwashing liquid have barely changed over the last two years but shoppers are more environmentally conscious, according to research from Roy Morgan.

Dishwashing liquid is still bought by 11.91 million Australians (57.9 per cent), an increase from 10.96 million in 2015 but a drop from two years ago, when 11.97 million Australians purchased the product.

Morning Fresh is the most popular brand, bought by over a third of these consumers, but down by 1ppt from two years ago. Similarly, some of the other big brands are losing ground: Palmolive is down 2.6ppts, Fairy is down 1.5ppts, while supermarket brands are down 0.3ppts.

Environmentally conscious consumers are having their say at the checkout, with Earth Choice now bought by 24.2 per cent of dishwashing liquid buyers in an average six months, up 1.7ppts from two years ago. Green Choice is bought by 2.5 per cent, up by 0.4ppts.

“Despite an overall fall in unique customers buying washing detergent, environmentally friendly Earth Choice has managed to grow their customer base over the last two years,” Michele Levine, CEO of Roy Morgan said.

“Earth Choice customers tend to be environmentally conscious, and seem to value the offering Earth Choice provides, resulting in their unlikely market increase while traditionally big brands such as Morning Fresh and Palmolive have fallen.”

Levine said that supermarket brands provide customers with a strong value-for-money proposition which appeals mostly to Young Parents and Mid-Life Families.

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