According to a recent study by Statista, revenue in the Dishwashing Detergents segment amounts to US$5,599m in 2020. The market is expected to grow annually by 2.2% (CAGR 2020-2023). In global comparison, most revenue is generated in the United States (US$2,637m in 2020). (STATISTA)
We did our study on the inexpensive underdogs - Dishwasher Detergents. We leveraged DataHawk's keyword rank tracker to analyze the competitive dynamics around the "dishwasher detergent" keyword on Amazon by looking at products that appeared the most on the first page of search results over the past 30 days in the US. We have analyzed 28 brands and 125 products ranking on the Keyword “Dishwasher Detergent.”
1. Share of Voice Organic Ranking Leaderboard
Here is an overview of the brands that had products spending the most time in the top rankings organically for the keyword “dishwasher detergent”.
In our Share Of Voice Research, we analyze the number of days during which products belonging to each brand have ranked organically in our desired ranking range, for our analyzed period and for our desired set of search queries. The result is used to compute the Share of Voice and efficiency by product.
The top-performing Brand “Cascade” is priced at an average $28, with a share of voice of 29.9%; Reckitt Benckiser’s Finish is the nearest competitor to Cascade in terms of share of voice. However, it is interesting to note that its average price is only a little more than half the price of Cascade, $15. It has a share of voice 28.9%. Reckitt Benckiser is a leading vendor in the automatic dishwashing detergent and surface cleaners segment with its brand Finish.
Cascade and Finish are the top-selling brands with 37 & 32 products each, ranking organically for the keyword “dishwasher detergent” with a total Share of Voice of 58.8% When it comes to powdered formulas of automatic dishwasher detergents, Cascade is considered as one of the oldest brands on market shelves. Seventh Generation is in the 3rd position with a share of voice of 6.8%.
With an average ranking of 29. This detergent is from the niche of all the environmental-friendly dishwasher detergents and it comes from a company that is committed to the welfare of the planet.
Ranked #3, Seventh Generation Dishwasher Detergent is produced in the United States, and they claim that the packs contain no chlorine, phosphates, or synthetic fragrances. Never tested on animals, the packs have the USDA bio-based certification. Even though the brand does not have a Share Of Voice as high as the top two, it is clearly a winner within the “green products” in the category, a great example of branding and following consumer trends.
The product with the highest average price - “Seventh Generation Professional” priced at $62 has a share of voice of only 0.2%, ranked #24 out of a total of 29 brands that we have analyzed. The average price of the top 10 brands, also having the highest number of products in the category, is $19. This is very close to the average price of the category.
In fact, the products priced lower than or equal to the average price capture 51.4% of Share Of Voice from the top 29 brands on Page 1 for this query. However, there are more brands in the top 10 with pricing higher than the average prices.
The lowest average price is quoted by Planet, $6. They have a share of voice of 2.0% only, but what is striking, is that they have managed to be in the Top 10 brands out of a total of 29 brands, that too with only one product(Planet Dishwasher Packs).
The chemical-free “Better Life” is topping the average ranking chart with a ranking#11. It is also very interesting to see how Cascade and Seventh Generation have highly competing average ranking scores with a significant difference in pricing.
Our analysis revealed a wide range of performance between the best and worst dishwasher detergents. A very striking point is that the best-performing detergent packs are ranking more than the detergent gels, this could be because many packs contain a pretreat solution, degreaser, bleach, or rinse aid to boost cleaning. There is a clear alarm for all the sellers in this business. It is thus very important to have a specific and clear description of your product in order to capture more customers and make higher sales to rank better.
It is important to keep in mind that for this category, “convenience is boosting sales.”
2. Share of Voice Sponsored Ranking Leaderboard
Here is an overview of the brands that had sponsored products spending the most time in the top rankings for the analyzed keyword "Dishwasher Detergent".
The top-performing Brand, Cascade with 37 products in the organic section has 5 products as sponsored on Page1. With the highest average price in the sponsored section, Method makes an 8.2% share of voice, with just one product.
Out of the top 29, there are 10 brands with a total of 28 sponsored products ranking on Page 1. It is rather interesting to see that the brand “Lemi Shine”, ranked 6th, has the most sponsored products on Page 1, bagging an SOV of 35.8% in the sponsored section v/s a 4% SoV in the organic section with only 2 products ranking on page 1.
Amazon brands, Presto & Solimo with 2 products each in the organic section have no sponsored products on page 1 for this query. Being members of the top 15 group, both these brands fall in the lower average price category and bag a total share of voice of only 3% on the organic shelf.
Another sustainable brand, IF YOU CARE, has made its space on the list. This brand has only two products ranking on page1, in each category, organic and sponsored. With a share of voice of 2.2% in the sponsored section, this product has an average ranking if #1. This reflects a robust Amazon ad strategy by the brand. It is, in fact, the cheapest product in this section.
With the highest price in this section “Bubble Bandit” is competing with one of the top competitors, Seventh Generation, in terms of average ranking in this category.
At DataHawk, we also compute product competition scores that reflect what extent the product is deemed to be competitive on Amazon and it’s based on a set of parameters such as the Pricing, Reviews, and Ratings of the competing products that are ranking for a given keyword. Here is our scorecard for the top competitor in this category.
It can be inferred that the competition in this category is super high, especially for the top 5 rank positions. A product in this category with a high number of reviews, good ratings, average pricing could make it to the top 30 for sure. However, it is important to keep in mind the current consumer trends, for instance, the gel v/s pack and the bio-based product trends in this category.
Amazon’s Presto is a 78% bio-based brand that comes in fragrance-free dishwasher detergent packs. Puracy, that has a 1.2% Organic SoV is a dye-free and certified cruelty-free solution and is marketed to be a more responsible choice for the environment.
3. The Organic vs. Sponsored Products SoV Leaderboard
It is significant that Palmolive has made its place in the top 5, ranking organically, with no sponsored products. They have a 5.1% share of voice on the first page.
The competition for these keywords “Dishwasher Detergent” is seen to be tough but with the right insights and correlations, you can bid on the right keywords and plan your ads to make it vincible.
DataHawk also gives the search results and search volume that helps you analyze a keyword and see what keywords your competitors are ranking on. The search volume for this keyword is 18,100 per month. The strong competition is also depicted by the average star ratings, which should be around 4.4 stars on an average, as seen on DataHawk’s platform.
Most of the products ranking for these keywords are ranking organically. If you are a brand in this niche it is important to understand how using smart branding and carefully designed packaging, innovative brands are able to differentiate themselves from their competition.
4. The Organic Share Of Voice vs. Average Selling Price
This graph is very helpful to identify the competition on the basis of Average Selling Price. Cascade & Finish have surely made their space in this niche. Though they have a significant difference in the average pricing, the top two products on the shelf are in a close competition on the basis of pricing.
However, the number of reviews for Cascade in the examples above is twice as Finish, one of the major reasons for the brand leading the tribe. Our study on this subcategory helped us identify P&G, Reckitt Benckiser, and Colgate-Palmolive as the leading vendors in the dishwasher detergent market. The trends contributing to this market’s growth is the rising demand for green household cleaning products.
Natural and plant-based household cleaning products are free of harmful chemicals and are considered safe for both the consumers and the environment. The majority of manufacturers these days are incorporating natural ingredients such as natural fragrance oils and extracts from flowers in dishwashing detergents. For instance, Seventh Generation is a leading brand for natural household cleaning products in the US and spends heavily on marketing and promotion of its products.
DataHawk enables you to make such an analysis very quickly. Download the complete analysis here.
Our study helped us analyze the best and lowest-ranked products in the Dishwasher Dteregent category. Understanding why some products are best-sellers gives a blueprint to brands and sellers to follow. You can get all these tips and tricks with DataHawk. Read our 2min guides and use cases to master ranking on Amazon.