Enzymes for hand dishwashing liquids
Consumers expect tableware and cookware to be spotless after washing, but they don’t like to scrub. Turn this challenge into a brilliant business opportunity with enzymes.
Dishwashing is a zero-tolerance process
Consumers expect dishes, cutlery, pots and pans to be clean after washing and have zero tolerance for food residues. In a recent Conjoint.ly survey of more than 1,000 consumers, 31% said they felt disgusted by washed tableware that wasn’t completely clean. Nearly half said it made them feel dissatisfied.
Consumers want less scrubbing
In many families, doing the dishes is a point of conflict. This was recently confirmed by a report from the Council of Contemporary Families (CCF) in the US. The report found that dishwashing causes more relationship distress than any other household task. And scrubbing may have a lot to do with this. In our 2017 study of more than 1000 US consumers, 51% of them said they found scrubbing annoying. A Userneeds study of more than 1,500 European consumers found that less scrubbing was the number one thing they wanted from a washing up liquid.
Contact time is part of hand dishwashing process
Enzymes need to be in contact with soils to work, and the longer contact times associated with soaking usually mean better results. A common and mistaken belief is that consumers don’t soak when washing the dishes by hand. But the process of washing up results in contact times of up to two minutes. This is long enough for enzymes to work on lighter dishware and glassware soils.
Soaking heavily soiled cookware is standard
A range of studies suggest that consumers do actually soak, allowing longer contact times to boost the benefits of enzymes. This is especially relevant to cookware with heavier, tougher soils – lasagna baked into an oven dish for example. In the Userneeds study mentioned above, only 17% of consumers said they don’t soak. This supports the findings of the DishGo Study by weseethrough, which used video analytics to understand consumers’ actual behaviour when doing the dishes. It revealed that soaking is standard, even among consumers who say they don’t soak.
Consumers choose mild
Another key insight from the DishGo Study is that many consumers want eco-friendly hand wash detergents that are also gentler on their skin. Some are concerned about chemical residues on their dishes. One participant from the UK said he uses more water to make sure he can ‘wash off all the bubbles…especially (from) my daughters’ stuff’. Others want their hand dishwashing liquid to be gentle on skin. Few consumers were willing to sacrifice washing performance for sustainability however.
“Since you eat from the stuff you wash, the ideal detergent…should be as ecological as possible, but still doing its job”
Denise (23), Italy, interviewed for the DishGo study
How to wash up with less effort
Amylases at work – see an amylase lift a starch-based soil
Starch molecules are formed of long chains of sugars, making them difficult for dishwash detergents to remove. That’s why soils containing starch are so stubborn. Amylase enzymes cut the starch molecules into tiny sugars that can be lifted off tableware, cutlery and cookware more easily.
Ideate with us
Through an ideation workshop, we can help you do more with less and find sustainable solutions to meet your customers’ needs. Our regional specialists will bring the latest market research to guide the development of customer-relevant innovations and services.
- Discover market trends, and how to match products to them
- Develop product claims based on consumer research
- Increase products’ speed to market