Innovate your hand dishwash to win
The hand dishwash category is facing more competition, less consumer-perceived differentiation and higher production costs. Innovative biosolutions can help you win market share.
What are your options in a price-sensitive market? Focus on what really matters: consumers. Products should both perform better and be more attractive to consumers. They should also be more effective, more convenient and feature claims that really resonate. And, of course, they should also be profitable. So what could that product be? Enter the dish spray.
Dish spray: a gamechanger
The new spray format has been introduced in markets ranging from Asia to North America. Consumers appreciate the new format and in our global study of 6,252 consumers, 52% indicated willingness to pay 10-20% extra for the benefit of less effort.
The way to premiumization and better profits
One big player raised the price per ml of its dish spray by 186% compared to the brand's hand dishwash liquid. Another brand commands 133% more per ml, while a third "only" charges 41% more.
Consumers are willing to pay extra for the new format since they're looking for ways to reduce the burden of doing dishes. They want the job done quickly and effectively, without a lot of effort or scrubbing. Our study shows that 59% of the 6,252 consumer participants considered "saves effort and scrubbing" an important quality in hand dishwash.
New possibilities with grease-fighting sprays
According to Novonesis research, 91% of consumers globally find stains from oil, fat and grease difficult to remove from kitchenware. Consumers also report that oil/fat/grease are the stains/soils they encounter most often in their kitchenware. There’s still room for improvement in dish sprays.
Lipases boost convenience for consumers
When we added lipase to a dish spray currently on the market and tested its performance on greasy and oily soils, the benefits were obvious. Lipase significantly improved performance in just 1-5 minutes, saving consumers additional time and effort. Even with a 20% surfactant reduction and shorter contact time, the spray with lipase performed better than the one without and removed up to 367% more soil in only five minutes. Watch the video to see all the details.
More power for consumers, more profit for you
You can even deliver significantly better grease-cutting performance at a cost-neutral price point. That means you can keep consumers’ needs front and center while beating the competition and growing your bottom line.
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