Dawn says you're washing your dishes wrong

The Dawn Powerwash Dish Spray is Procter & Gamble's first innovation for its signature soap since it first bottled Dawn in the 1970s.

Posted: Dec 17, 2019 9:27 AM
Updated: Dec 17, 2019 10:00 AM


Americans have changed the way they wash their messy dishes.

Procter & Gamble says its old-fashioned liquid detergent, which debuted in 1972, just isn't cut out for the job anymore, so it invented a new Dawn dish spray designed for how people are washing their dishes today.

More consumers are washing one or two dishes during 'cooking downtime,' instead of letting them pile up and doing one big wash once they're all done, according to P&G. The company says the old Dawn wasn't intended to be used that way. Traditional dish soap is designed to combine with water and create suds to help get dishes clean, not to directly apply to dirty dishes or sponges.

Today, 61% of Americans prefer this 'clean-as-you-go' method, according to P&G's research.

'People are much more time-starved today' and they see the clean-as-you-go method as a ''life hack,'' said Morgan Brashear, a home care senior scientist at P&G. 'The product they were using wasn't really keeping up.'

So after five years of research and development, P&G is introducing 'Dawn Powerwash Dish Spray,' its first new form of dish detergent since Dawn soap in a bottle was released nearly 50 years ago. The new formula, which comes in a spray bottle, doesn't require water to activate cleaning suds the way traditional dish soap does.

This new bottle of Dawn spray with a nozzle costs about two dollars more than the regular version of Dawn liquid soap. P&G hopes consumers are willing trade up for the higher-priced version of because of the convenience the soap should bring to daily chores.

P&G has innovated with Dawn in the past with different foams and liquids, but says this is the first completely new form of soap since the 1970s. The company hopes the new spray will become one of the company's most successful innovations since the launch of Tide Pods in 2012.

'This is our Pods launch,' said Kristine Decker, P&G's dish care director. 'We're really treating this as a revolution to the category.'

Washing dishes is consumers' second least-favorite household chore, behind cleaning the toilet, according to P&G. Between scrubbing, waiting, and scrubbing again, consumers told P&G's research teams that they were looking for quicker solutions. P&G observed customers doing chores and washing their dishes in their homes or at company offices.

'Their two biggest frustrations with the dish-washing process are the soaking and the scrubbing,' said Brashear, the home care senior scientist at P&G.

So P&G went to work. It says it the new formula breaks down burnt and baked-on-food without having to use water or soaking the dishes. The company claims it works five times faster than traditional dish soap.

'Spray, Wipe, Rinse'

P&G is trying to jolt a stagnating part of the household goods industry. Dish soap sales have inched up only 0.4% over the previous year ending on November 23, according to Nielsen. That followed three straight years of sales declines.

The growing number of Americans who eat out and order in has hurt dish soap sales.

'Cooking at home has become more of a pastime to those who are dedicated enough,' Khaled Samirah, research analyst at Euromonitor International, said in a research report. 'This trend can be attributed to many consumers not having enough time to cook at home.'

Adding to dish soap troubles, earlier this fall, Walmart, P&G's largest customer, also warned of a 'national supply shortage' of dish soap at some stores, leading to some customer confusion.

P&G does not break out Dawn sales, but the brand is part of its home care division, which makes up one-tenth of the company's more than $67 billion in annual sales.

Last year, Dawn controlled 46% of the $1.6 billion of the US hand soap market, followed by Palmolive at 17%, which is made by its longtime rival Colgate-Palmolive Co. P&G also owns Gain and Ivory, which together hold about 10% of the market.

Dawn began as in the 1950s as bar soap for consumers to use to clean oil and grease from their faces. In the 1970s, Dawn introduced liquid detergent in a bottle. But there had been few innovations in dish soap since, even as Americans changed the way they washed their dishes.

Dawn Powerwash will be available in stores and online beginning in January, coming in fresh, apple and citrus scents. A 16 oz. starter-kit bottle will retail for $4.99, while refill bottles will go for $3.99.

P&G knows it will have to prove to consumers why it makes sense to swap out liquid soap for the new spray, as well as teach them how to use it. The company plans to advertise the product online, through in-store displays and on national television to help introduce customers to the spray.

'We will be doing a lot of work making sure that the educational piece of it is kind of shouted from every rooftop,' said Brashear.

Terre Haute
Clear
64° wxIcon
Hi: 89° Lo: 64°
Feels Like: 64°
Robinson
Clear
60° wxIcon
Hi: 89° Lo: 66°
Feels Like: 60°
Indianapolis
Clear
68° wxIcon
Hi: 89° Lo: 66°
Feels Like: 68°
Rockville
Clear
63° wxIcon
Hi: 91° Lo: 62°
Feels Like: 63°
Casey
Clear
66° wxIcon
Hi: 87° Lo: 68°
Feels Like: 66°
Brazil
Clear
64° wxIcon
Hi: 90° Lo: 63°
Feels Like: 64°
Marshall
Clear
64° wxIcon
Hi: 88° Lo: 62°
Feels Like: 64°
Clear and cool evening.
WTHI Planner
WTHI Temps
WTHI Radar

Latest Video

Image

Shakamak's Offense Propels the Lakers to the State Finals

Image

Aviators Sweep the Rex

Image

Domestic violence awareness

Image

Sunday Evening Forecast

Image

SCAM ALERT: Social media influencer ruse

Image

Business holds cooking class

Image

People gathered to protest circus

Image

The Storm Team explains hyperthermia and heat-related illnesses

Image

Railroad museum back on track

Image

Special Olympics wraps up

WTHI Events

 

Illinois Coronavirus Cases

(Widget updates once daily at 7 p.m. CT)

Cases: 1387217

Reported Deaths: 25469
CountyCasesDeaths
Cook55573410419
DuPage922971318
Will768611027
Lake682821009
Kane59372803
Winnebago34040500
Madison30888526
McHenry29160293
St. Clair28257519
Peoria23437339
Champaign21077153
Sangamon19066237
McLean18540187
Tazewell17207302
Rock Island15238328
Kankakee14529216
Kendall1327098
LaSalle12763249
Macon10980211
DeKalb10099121
Vermilion9988140
Adams8654126
Williamson7566134
Whiteside7195174
Boone682976
Ogle620483
Grundy598278
Clinton578791
Coles5759100
Knox5636152
Jackson509865
Henry507270
Livingston489591
Stephenson481385
Woodford481382
Macoupin478088
Effingham476372
Franklin454478
Marion4509117
Jefferson4417122
Monroe438094
Lee419453
Randolph416087
Fulton405159
Logan396063
Morgan392982
Christian383675
Montgomery379074
Bureau378183
Fayette321655
Perry319860
Iroquois313167
McDonough290051
Jersey271552
Douglas260536
Saline260157
Lawrence241127
Shelby232337
Union227140
Crawford214526
Bond208824
Cass203027
Ford188248
Clark183633
Warren183648
Jo Daviess182724
Pike181753
Wayne180653
Hancock179831
Carroll178037
Richland176740
Edgar176340
White170226
Washington164725
Moultrie162728
De Witt157129
Mason154145
Piatt152214
Clay149243
Mercer149234
Johnson147316
Greene145333
Massac135840
Wabash135512
Cumberland130019
Menard124812
Jasper116118
Marshall108219
Hamilton84215
Schuyler7797
Brown7266
Pulaski6997
Stark64824
Edwards57612
Henderson53014
Calhoun5282
Scott4881
Putnam4863
Alexander47311
Gallatin4684
Hardin39112
Pope3274
Out of IL40
Unassigned02419

Indiana Coronavirus Cases

(Widget updates once daily at 8 p.m. ET)

Cases: 749097

Reported Deaths: 13745
CountyCasesDeaths
Marion1030271775
Lake554211006
Allen41613691
St. Joseph36933564
Hamilton36505416
Elkhart29347459
Tippecanoe22849225
Vanderburgh22540400
Porter19313325
Johnson18386387
Hendricks17583317
Clark13190193
Madison13111344
Vigo12602253
LaPorte12385221
Monroe12152175
Delaware10947197
Howard10250225
Kosciusko9609119
Hancock8541144
Bartholomew8158157
Warrick7854156
Floyd7763180
Grant7227179
Wayne7154201
Boone6911103
Morgan6735141
Dubois6211118
Marshall6205116
Cass5989108
Henry5893108
Dearborn588878
Noble579786
Jackson508374
Shelby500697
Lawrence4727121
Gibson444093
Harrison440473
Clinton439855
DeKalb438585
Montgomery433890
Whitley405642
Huntington402181
Steuben398659
Miami392568
Jasper386254
Knox375690
Putnam371860
Wabash360583
Ripley346470
Adams344955
Jefferson335685
White329753
Daviess3028100
Wells294881
Decatur289992
Greene286385
Fayette284664
Posey273735
LaGrange272872
Scott269855
Clay265448
Randolph244683
Washington244534
Jennings235149
Spencer234131
Starke227558
Fountain218347
Sullivan213943
Owen210858
Fulton201542
Jay200832
Carroll193420
Orange188055
Perry186937
Rush175626
Vermillion173544
Franklin170135
Tipton165746
Parke148916
Pike137934
Blackford136032
Pulaski120047
Newton112636
Brown103943
Crawford102316
Benton100814
Martin91415
Warren83515
Switzerland8098
Union72810
Ohio57811
Unassigned0421