December 18, 2019
Americans are no longer up to their elbows in soapy water—washing a days’ worth, or even a meal’s worth of dishes at one time in the kitchen sink. In fact, according to Procter & Gamble’s market research, fully 61% of us now prefer the “clean-as-you-go” method of dish washing—a change from the habits of the last century, CNN reports.
Indeed, P&G 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, the company says. But, 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 be directly applied to dirty dishes or sponges.
“People are much more time-starved today” and they see the clean-as-you-go method as a “‘life hack,’ Morgan Brashear, a home care senior scientist at P&G, told CNN. “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 formulation 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 because of the convenience of the newer product.
And speaking of market research, 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. In response, P&G says, 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, reports CNN.
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.
Research contact: @CNN