Laundry Detergents and Fabric Conditioners - China

Aug, 2013   |   Mintel Group   |   Format : PDF

Value growth in the laundry care market in China is clearly beginning to slow down, and competition is mounting. Already we are seeing a reaction to this among leading companies that are looking at increasingly innovative ways to make their products and brands more interesting to consumers. As the market continues to slow, the competitive need for laundry care product manufacturers to get more creative with their marketing will only increase.

In this report, we answer the key questions:

What is the current state of the laundry care products market in China and what are the trends behind, drivers of and barriers to growth?
What are consumers behaviour and attitudes towards laundry care products?
Where are the opportunities for growth in laundry care products?
How can product diversification drive consumption?
Which companies are successfully and innovatively adapting to changing market conditions and consumer needs?

INTRODUCTION
Definition
Report structure
Methodology
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: China total market for laundry care products, by value, 2008-18
Companies and brands
Figure 2: Top 5 laundry care product manufacturers total % market value shares, 2011 and 2012
The consumer
Figure 3: Frequency of doing the laundry, by each method, June 2013
Key trends
Consumer laundry habits affect product choice
Figure 4: Role in doing the laundry at home, June 2013
Product attributes sought by product type
Figure 5: Laundry product type used in the last 6 months, June 2013
Which brands are delivering the attributes consumers seek?
Figure 6: Laundry detergent brands used in the last 6 months, June 2013
Consumer attitudes towards doing laundry and laundry products
Figure 7: Habits of doing laundry at home, June 2013
What we think
THE MARKET
Key points
Market size and forecast
The total market
Figure 8: China total market for laundry care products, by value, 2008-18
The detergents sector
Figure 9: China laundry detergent products sector, by value, 2008-18
The fabric conditioners/softeners sector
Figure 10: China fabric conditioner/softener products sector, by value, 2008-18
The laundry aids sector
Figure 11: China fabric laundry aid products sector, by value, 2008-18
Market segmentation
Figure 12: China laundry care market value, by sector, 2008-13
Market drivers
Most urban homes now have a washing machine
Figure 13: Ownership of washing machines per 100 urban households at year-end, 2005-11
Rapid growth in rural home ownership of washing machines
Figure 14: Ownership of washing machines per 100 rural households at year-end, 2005-11
The Rural Appliance Rebate Programme
Online retail has strongly influenced washing machine ownership
Figure 15: Total online users, purchasers and per capita spending, 2007-12
Figure 16: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
Figure 17: Percentage of online shoppers who have made purchases, by sector, 2010 and 2011
Figure 18: China leading B2C online retail company market share, by value (%), 2010-12
Washing machine types influence laundry products used
Figure 19: China - Home laundry appliances: Retail market segmentation, by volume, 2011 and 2012
Figure 20: China - Home laundry appliances: Total retail market volume, 2008-13
Figure 21: China - Home laundry appliances: Company retail market share, by volume, 2010-12
COMPANIES AND BRANDS
Key points
Brand share
Laundry detergents
Figure 22: China laundry detergent leading company value market shares, 2009-12
Figure 23: Laundry detergent brands used in the last 6 months, June 2013
Fabric conditioners and softeners
Figure 24: China fabric conditioners & softeners leading company value market shares, 2009-12
Figure 25: Fabric conditioner brands used in the last 6 months, June 2013
Advertising and innovation
Companies
Nice Group
Figure 26: Nice Group recent laundry detergent product launches, by brand, July 2010-July 2013
Liby Group
Figure 27: Liby Group recent laundry detergent product launches, by brand, July 2010-July 2013
Procter & Gamble
Figure 28: Procter & Gamble, financial results, 2010-12
Figure 29: Procter & Gamble recent laundry detergent product launches, by brand, July 2010-July 2013
Unilever
Figure 30: Unilever Group, financial results, 2011-12
Figure 31: Unilever recent laundry detergent product launches, by brand, July 2010-July 2013
Figure 32: Unilever recent fabric conditioner/softener product launches, by brand, July 2010-July 2013
Guangzhou Blue Moon Co., Ltd.
Figure 33: Guangzhou Blue Moon recent laundry detergent product launches, by brand, July 2010-July 2013
THE CONSUMER LAUNDRY CARE PRODUCT USAGE
Key points
Who is responsible for the household laundry?
Figure 34: Role in doing the laundry at home, June 2013
Figure 35: Role in doing the laundry at home, by gender and age group, June 2013
How frequently is the household laundry done?
Figure 36: Frequency of doing the laundry, by each method, June 2013
Figure 37: High and low frequency of doing machine and hand washing, by gender and age group, June 2013
THE CONSUMER TYPES OF PRODUCTS USED AND FUNCTIONS SOUGHT
Key points
What types of laundry care products are most used?
Figure 38: Laundry product type used in the last 6 months, June 2013
What drives choice of laundry detergents?
Figure 39: Consideration factors for laundry detergents, June 2013
What drives choice of fabric conditioners?
Figure 40: Consideration factors for fabric conditioners, June 2013
THE CONSUMER LAUNDRY BEHAVIOUR AND ATTITUDES TO LAUNDRY PRODUCTS
Key points
What typifies Chinese laundry habits?
Figure 41: Habits and attitudes towards doing laundry at home, June 2013
What typifies Chinese attitudes towards doing laundry?
Figure 42: Attitudes towards doing the laundry and laundry products, June 2013
KEY ISSUE CONSUMER LAUNDRY HABITS AFFECT PRODUCT CHOICE
Key points
Who takes care of the household laundry chores?
Figure 43: Role in doing the laundry at home, June 2013
Figure 44: Role in doing the laundry at home, by habits and attitudes to doing laundry at home, June 2013
Figure 45: Role in doing the laundry at home, by demographics, June 2013
Figure 46: Role in doing the laundry at home, by region and city tier, June 2013
How often does the laundry get done?
Figure 47: Frequency of doing the laundry by each method, June 2013
Figure 48: High frequency of doing the laundry by each method, by laundry product type used in the last 6 months, June 2013
Figure 49: Frequency of doing the laundry by each method, by monthly household income group, June 2013
Figure 50: Frequency of doing the laundry by each method, by city tier, June 2013
Laundry habits are clearly distinguished by income level
Figure 51: Habits and attitudes towards doing laundry at home, by monthly household income group, June 2013
What does it mean?
KEY ISSUE PRODUCT ATTRIBUTES SOUGHT BY PRODUCT TYPE
Key points
Gel/liquid detergents grow in significance
Figure 52: Laundry product type used in the last 6 months, June 2013
Detergent product use by demographics
Figure 53: Laundry detergent product type used in the last 6 months, by demographics, June 2013
Figure 54: Laundry detergent product type used in the last 6 months, by region and city tier, June 2013
Fabric conditioner and tumble dryer sheet use by demographics
Figure 55: Fabric conditioner product type used in the last 6 months, by demographics, June 2013
Figure 56: Fabric conditioner product type used in the last 6 months, by region and city tier, June 2013
Detergent product attributes sought
Figure 57: Consideration factors for laundry detergents, June 2013
Figure 58: Consideration factors for laundry detergents, by monthly household income group, June 2013
Figure 59: Consideration factors for laundry detergents, by marital status and children in home, June 2013
Figure 60: Consideration factors for laundry detergents, by city tier, June 2013
Fabric conditioner product attributes sought
Figure 61: Consideration factors for fabric conditioners, June 2013
Figure 62: Consideration factors for fabric conditioners, by marital status and children in home, June 2013
What does it mean?
KEY ISSUE WHICH BRANDS ARE DELIVERING THE ATTRIBUTES CONSUMERS SEEK?
Key points
The leading detergent brands by demographics
Figure 63: Laundry detergent brands used in the last 6 months, June 2013
Figure 64: Laundry detergent brands used in the last 6 months, by gender and age group, June 2013
Figure 65: Laundry detergent brands used in the last 6 months, by monthly household income group, June 2013
Figure 66: Laundry detergent brands used in the last 6 months, by city tier, June 2013
Leading detergent brands by product factors
Figure 67: Laundry detergent brands used in the last 6 months, by consideration factors for laundry detergents, June 2013
Detergent product launch leading product claims
Figure 68: China top-10 laundry detergent new product claims, July 2010 to July 2013
The leading fabric conditioner brands by demographics
Figure 69: fabric conditioner brands used in the last 6 months, June 2013
Figure 70: fabric conditioner brands used in the last 6 months, by monthly household income group, June 2013
Figure 71: Fabric conditioner brands used in the last 6 months, by marital status and children in home, June 2013
Leading fabric conditioner brands by product factors
Figure 72: Fabric conditioner brands used in the last 6 months, by consideration factors for fabric conditioners, June 2013
Fabric conditioner product launch leading product claims
Figure 73: China top 10 fabric conditioner & softener new product claims, July 2010 to July 2013
What does it mean?
KEY ISSUE CONSUMER ATTITUDES TOWARDS DOING LAUNDRY AND LAUNDRY PRODUCTS
Key points
Consumer laundry habits by demographics
Figure 74: Habits and attitudes towards doing laundry at home, June 2013
Figure 75: Habits and attitudes towards doing laundry at home, by monthly household income group, June 2013
Consumer attitudes towards doing laundry and laundry products by demographics
Figure 76: Attitudes towards doing the laundry and laundry products, June 2013
Figure 77: Attitudes towards doing the laundry and laundry products, by gender and age group, June 2013
Figure 78: Attitudes towards doing the laundry and laundry products, by monthly household income group, June 2013
What does it mean?
APPENDIX MARKET SIZE
Figure 79: China total market for laundry care products by value, by sector and detergents subsector, 2008-18
APPENDIX ROLE IN DOING THE LAUNDRY AT HOME
Figure 80: Role in doing the laundry at home, June 2013
Figure 81: Role in doing the laundry at home, by demographics, June 2013
Figure 82: Role in doing the laundry at home, by most popular habits of doing laundry at home, June 2013
Figure 83: Role in doing the laundry at home, by next most popular habits of doing laundry at home, June 2013
APPENDIX FREQUENCY OF DOING THE LAUNDRY
Figure 84: Frequency of doing the laundry, by each method, June 2013
Figure 85: Frequency of doing the laundry, by each method, June 2013 (continued)
Figure 86: Frequency of doing the laundry by machine wash, by demographics, June 2013
Figure 87: Frequency of doing the laundry by machine wash, by demographics, June 2013 (continued)
Figure 88: Frequency of doing the laundry by hand wash, by demographics, June 2013
Figure 89: Frequency of doing the laundry by hand wash, by demographics, June 2013 (continued)
Figure 90: Frequency of doing the laundry by using a laundrette, by demographics, June 2013
Figure 91: Frequency of doing the laundry by using a laundrette, by demographics, June 2013 (continued)
Figure 92: Frequency of doing the laundry by tumble dryer, by demographics, June 2013
Figure 93: Frequency of doing the laundry by tumble dryer, by demographics, June 2013 (continued)
Figure 94: Frequency of doing the laundry by air dry clothes, by demographics, June 2013
Figure 95: Frequency of doing the laundry by air dry clothes, by demographics, June 2013 (continued)
Figure 96: Frequency of doing the laundry by ironing, by demographics, June 2013
Figure 97: Frequency of doing the laundry by ironing, by demographics, June 2013
Figure 98: Frequency of doing the laundry by each method, by role in doing the laundry at home, June 2013
Figure 99: Frequency of doing the laundry by each method, by laundry detergent type used in the last 6 months, June 2013
Figure 100: Frequency of doing the laundry by each method, by fabric conditioner/softener and ohter product type used in the last 6 months, June 2013
APPENDIX LAUNDRY PRODUCT TYPE USED IN THE LAST 6 MONTHS
Figure 101: Laundry product type used in the last 6 months, June 2013
Figure 102: Laundry detergent type used in the last 6 months, by demographics, June 2013
Figure 103: Fabric conditioner/softener and other product type used in the last 6 months, by demographics, June 2013
Figure 104: Laundry product type used in the last 6 months, by most popular laundry detergent brands used in the last 6 months, June 2013
Figure 105: Laundry product type used in the last 6 months, by next most popular laundry detergent brands used in the last 6 months, June 2013
Figure 106: Laundry product type used in the last 6 months, by other laundry detergent brands used in the last 6 months, June 2013
Figure 107: Laundry product type used in the last 6 months, by most popular fabric conditioner brands used in the last 6 months, June 2013
Figure 108: Laundry product type used in the last 6 months, by next most popular fabric conditioner brands used in the last 6 months, June 2013
APPENDIX LAUNDRY BRANDS USED IN THE LAST 6 MONTHS
Figure 109: Laundry detergent or fabric conditioner brands used in the last 6 months, June 2013
Figure 110: Most popular laundry detergent brands used in the last 6 months, by demographics, June 2013
Figure 111: Next most popular laundry detergent brands used in the last 6 months, by demographics, June 2013
Figure 112: Other laundry detergent brands used in the last 6 months, by demographics, June 2013
Figure 113: Least popular laundry detergent brands used in the last 6 months, by demographics, June 2013
Figure 114: Most popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
Figure 115: Next most popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
Figure 116: Other fabric conditioner brands used in the last 6 months, by demographics, June 2013
Figure 117: Least popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
Figure 118: Laundry detergent brands used in the last 6 months, by laundry detergent type used in the last 6 months, June 2013
Figure 119: Laundry detergent brands used in the last 6 months, by fabric conditioner/softerner and other product type used in the last 6 months, June 2013
Figure 120: Fabric conditioner brands used in the last 6 months, by laundry detergent type used in the last 6 months, June 2013
Figure 121: Fabric conditioner brands used in the last 6 months, by fabric conditioner/softener and other product type used in the last 6 months, June 2013
APPENDIX CONSIDERATION FACTORS FOR LAUNDRY DETERGENTS AND FABRIC CONDITIONERS
Figure 122: Consideration factors for laundry detergents and fabric conditioners, June 2013
Figure 123: Most popular consideration factors for laundry detergents, by demographics, June 2013
Figure 124: Next most popular consideration factors for laundry detergents, by demographics, June 2013
Figure 125: Other consideration factors for laundry detergents, by demographics, June 2013
Figure 126: Most popular consideration factors for fabric conditioners, by demographics, June 2013
Figure 127: Next most popular consideration factors for fabric conditioners, by demographics, June 2013
Figure 128: Other consideration factors for fabric conditioners, by demographics, June 2013
Figure 129: Consideration factors for laundry detergents, by laundry detergent type used in the last 6 months, June 2013
Figure 130: Consideration factors for laundry detergents, by fabric conditioner/softener and ohter type used in the last 6 months, June 2013
Figure 131: Consideration factors for fabric conditioners, by laundry detergent type used in the last 6 months, June 2013
Figure 132: Consideration factors for fabric conditioners, by fabric conditioner/softener and other product type used in the last 6 months, June 2013
APPENDIX CONSUMER BEHAVIOUR OF DOING THE LAUNDRY AT HOME
Figure 133: Habits of doing laundry at home, June 2013
Figure 134: Most popular habits of doing laundry at home, by demographics, June 2013
Figure 135: Next most popular habits of doing laundry at home, by demographics, June 2013
APPENDIX ATTITUDES TOWARDS DOING THE LAUNDRY AND LAUNDRY PRODUCTS
Figure 136: Attitudes towards doing the laundry and laundry products, June 2013
Figure 137: Most popular attitude towards doing the laundry and laundry products, by demographics, June 2013
Figure 138: Next most popular attitudes towards doing the laundry and laundry products, by demographics, June 2013

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