It’s About More Than Clean Dishes

Dishwashing habits across the globe are incredibly variable. One reason is because dishwashing incorporates culture, tradition, and deeply held values.

That means dishwashing products must speak to both how people use them and the beliefs that inform the product’s use.

It all begins with recognizing that people are complex, which is why IFF invests heavily in global consumer research. Our teams study how people eat, the types of stains different cuisines create, and how dishes are cleaned across the globe—from water temperature and cycle preference to appliance usage and detergent format.

For IFF, understanding these shifts isn’t just insightful—it’s essential. It’s key to developing high-performance, sustainable dish care solutions that meet consumers where they are.

Trends that Encompass Society and Technology

It can be tempting to see consumer behavior as something that exists in a vacuum. But everything from generational shifts to appliance innovation can play a role in how the dishes get done.

For example:

• Millennials Make Their Mark: This values-driven, tech-savvy generation helped usher in a wave of eco-consciousness in home care. Their desire for sustainable living, coupled with fast-paced lifestyles, has driven demand for greener detergents and energy-efficient dishwashers.
• Smarter Machines, Smarter Formulations: Modern dishwashing appliances offer multiple modes, lower energy and water usage, and shorter cycles. These developments have required detergent brands to innovate—developing solutions that can handle tougher loads in less time.
• Format Innovation: From powders and liquids to tablets and gels, detergent formats continue to expand. Recently, compact options like capsules and dishwashing sheets have gained traction for their ease of use, precise dosing, and strong cleaning performance.

Clean is Cultural

Dishwashing rituals are also deeply influenced by cultural norms and traditions. In many households, washing the dishes is more than a task—it’s an extension of how food brings people together.

So, we shouldn’t be surprised to see real differences in how different people in different places wash their dishes. For example, in Europe 48% of households use automatic dishwashers, while in Asia 90% of consumers hand-wash dishes at least once per day. In Latin America 51% regularly soak dishes before washing, while in Australia 78% pre-rinse their dishes. And in Germany tablets are the top choice for 67% of consumers, while in the United States 30% prefer gel detergents.

Connecting Words and Actions

We also study both what consumers across different cultures and geographies say they want and how they actually behave. For example, despite a growing desire to live sustainably, there’s often a gap between intention and action. As a result, 80% of consumers say sustainability is important but over 50% still prewash their dishes.

Dig a little deeper and you find where the gap comes from. Performance, convenience, and sustainability remain the top three priorities for consumers when choosing a dishwashing product, but they also want products that fit their routines, deliver spotless results, and minimize environmental impact—without compromise.

Data-Driven Solutions, Market by Market

That’s why hard-won consumer insights fuel every stage of our innovation process.

Once our Marketing Team uncovers behavioral pain points, our Research & Development experts get to work creating solutions tailored to those needs. We then support our brand partners by helping educate consumers—correcting misconceptions and encouraging smarter, more sustainable practices using science-backed messaging.

From Europe’s tablets to Latin America’s hand-washing traditions, we adjust our enzyme formulations based on regional water conditions, food soils, and appliance preferences. This customized approach ensures our partners deliver high-performance products that resonate deeply with their target markets.

By blending science, culture, and consumer insight, we help brands around the world clean more than just dishes—we help them clean up behavioral gaps and empower consumers to make smarter, more sustainable choices every day.

To keep up with the ever-evolving world of dishwashing—where cultural traditions, consumer values, and cutting-edge science converge—subscribe to The Dish, IFF’s regular publication dedicated to the dish care industry. Each issue delivers fresh insights, market trends, and actionable strategies to help brands innovate with confidence. Whether you’re developing the next breakthrough formula or seeking to better understand regional behaviors, The Dish is your essential resource for staying ahead in a category that’s about far more than clean dishes—it’s about understanding people.