Dishwashing - China

May, 2013   |   Mintel Group   |   Format : PDF

Most Chinese consumers wash their dishes by hand on a daily basis, so beyond cleaning power consumers are looking for more products that are skin-safe, environmentally friendly, provide added hygiene through antibacterial action and are convenient to use.

Some questions answered in this report include:

How are consumer's dishwashing habits determining product use?
Does product effectiveness remain a key purchasing factor?
Do additional selling points create a competitive advantage?
How are dishwashers perceived by the consumer?

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
THE MARKET
Figure 1: Total market for dishwashing detergent products in China, 2007-17
COMPANIES AND BRANDS
Figure 2: Leading dishwashing product manufacturer value market shares, 2009-12
THE CONSUMER
Figure 3: Factors ranked first when purchasing hand dishwashing detergents, February 2013
KEY TRENDS
Consumer dishwashing habits determine product use
Figure 4: Frequency of washing dishes by hand in the last 12 months, by marital status, February 2013
Product effectiveness is key purchasing factor
Figure 5: New product launch format claims, 2010-12
Additional selling points increasingly a competitive advantage
Figure 6: New product function and ingredient claims, 2010-12
Dishwashers seen as convenient but wasteful
Figure 7: Attitudes towards dishwashers, February 2013
THE MARKET
Key points
Total market size
Figure 8: Total market for dishwashing detergent products in China, 2007-17
Hand dishwashing product sector size
Figure 9: Total market for hand dishwashing detergent products in China, 2007-17
Machine dishwashing product sector size
Figure 10: Total market for machine dishwashing detergent products in China, 2007-17
Figure 11: Registered volume consumption of dishwashers, by type, 2009-12
Market growth driven by trading up by consumers
Figure 12: Attitudes towards hand dishwashing detergents, February 2013
Consumers demanding more functional attributes
Figure 13: Factors considered when purchasing hand dishwashing detergents, February 2013
COMPANIES AND BRANDS
Key points
Leading company market shares
Figure 14: Leading dishwashing product manufacturer value market shares, 2009-12
Leading company turnover growth
Figure 15: Leading manufacturer dishwashing product value turnover, 2009-12
Liby Group
Figure 16: Liby Group recent product launches by brand, 2010-12
Nice Group
Figure 17: Nice Group recent product launches by brand, 2010-12
Shanghai Hutchison WhiteCat Co., Ltd.
Figure 18: Shanghai Hutchison WhiteCat recent product launches, 2010-12
Zhongshan Lanju Daily Chemical Co., Ltd.
China Nafine Group International Co., Ltd.
Figure 19: China Nafine Group International recent product launches, 2010-12
Figure 20: Nafine Chemical Industry Group Co., Ltd: Financial results, 2010-12
THE CONSUMER
Key points
Most consumers continue to wash dishes by hand on a daily basis
Figure 21: Frequency of washing dishes by hand in the last 12 months, February 2013
Figure 22: Ownership and usage of dishwashers, February 2013
Figure 23: Factors ranked first when purchasing hand dishwashing detergents, February 2013
Figure 24: Features that most interest consumers in hand dishwashing detergents, February 2013
Figure 25: Attitudes towards hand dishwashing detergents, February 2013
Figure 26: Attitudes towards dishwashers, February 2013
CONSUMER DISHWASHING HABITS DETERMINE PRODUCT USE
Key points
Frequency of washing dishes by hand
Figure 27: Frequency of washing dishes by hand in the last 12 months, February 2013
Figure 28: Frequency of washing dishes by hand in the last 12 months, by gender and age group, February 2013
Married consumers with children tend to be more frequent users
Figure 29: Frequency of washing dishes by hand in the last 12 months, by marital status, February 2013
Figure 30: Frequency of washing dishes by hand in the last 12 months, by children in household, February 2013
Figure 31: Frequency of washing dishes by hand in the last 12 months, by income group, February 2013
Figure 32: Attitudes towards hand dishwashing detergents, by frequency of washing dishes by hand in the last 12 months, February 2013
Ownership and usage of dishwashers
Figure 33: Ownership and usage of dishwashers, February 2013
Figure 34: Ownership and usage of dishwashers, by gender and age group, February 2013
Figure 35: Ownership and usage of dishwashers, by marital status, February 2013
Figure 36: Ownership and usage of dishwashers, by children in household, February 2013
Figure 37: Ownership and usage of dishwashers, by income group, February 2013
Figure 38: Ownership and usage of dishwashers, by region, February 2013
Figure 39: Attitudes towards dishwashers, by frequency of washing dishes by hand in the last 12 months, February 2013
What it means
PRODUCT EFFECTIVENESS REMAINS KEY PURCHASING FACTOR
Key points
Cleaning power the key purchase factor among consumers
Figure 40: Factors ranked first when purchasing hand dishwashing detergents, February 2013
Figure 41: Factors considered when purchasing hand dishwashing detergents, by rank, February 2013
Figure 42: Key factors ranked first when purchasing hand dishwashing detergents, by gender and age group, February 2013
Figure 43: Key factors ranked first when purchasing hand dishwashing detergents, by children in household, February 2013
New product format launches focus on concentration and residue reduction
Figure 44: New product launch format claims, 2010-12
What it means
ADDITIONAL SELLING POINTS INCREASINGLY A COMPETITIVE ADVANTAGE
Key points
Hand dishwashing detergent features consumers are most interested in
Figure 45: Features that most interest consumers in hand dishwashing detergents ranked first, February 2013
Figure 46: Ranked features that most interest consumers in hand dishwashing detergents, February 2013
Figure 47: Ranked features that most interest consumers in hand dishwashing detergents, by marital status, February 2013
Figure 48: Ranked features that most interest consumers in hand dishwashing detergents, by children in household, February 2013
Consumer attitudes to hand dishwashing products
Figure 49: Attitudes towards hand dishwashing detergents, February 2013
Figure 50: Attitudes towards hand dishwashing detergents, by Frequency of washing dishes by hand in the last 12 months, February 2013
Figure 51: Attitudes towards hand dishwashing detergents, by income group, February 2013
Figure 52: Attitude towards hand dishwashing detergents, by marital status and by children in household, February 2013
Figure 53: Attitude towards hand dishwashing detergents, by region, February 2013
New product fragrances becoming more diverse
Figure 54: New product fragrances, 2010-12
New product function and ingredient claims focus on the natural
Figure 55: New product function and ingredient claims, 2010-12
What it means
DISHWASHERS SEEN AS CONVENIENT BUT WASTEFUL
Key points
Dishwashers still restricted in consumer uptake in China
Figure 56: Total market for machine dishwashing detergent products in China, 2007-17
Figure 57: Registered volume consumption of dishwashers by type, 2009-12
Dishwasher detergent features that interest consumers the most
Figure 58: Dishwasher detergent features that interest consumers the most ranked first, February 2013
Figure 59: Dishwasher detergent features that interest consumers the most, by rank, February 2013
Figure 60: Dishwasher detergent features that interest consumers the most ranked first, by gender and age group, February 2013
Attitudes towards dishwashers
Figure 61: Attitudes towards dishwashers, February 2013
Figure 62: Attitudes towards dishwashers, by gender and age group, February 2013
Figure 63: Attitudes towards dishwashers, by income group, February 2013
Figure 64: Attitudes towards dishwashers, by marital status and by children in household, February 2013
Recent dishwasher product launches
What it means
APPENDIX: FREQUENCY OF WASHING DISHES BY HAND IN THE LAST 12 MONTHS
Figure 65: Frequency of washing dishes by hand in the last 12 months, February 2013
Figure 66: Frequency of washing dishes by hand in the last 12 months, by demographics, February 2013
APPENDIX: OWNERSHIP AND USAGE OF DISHWASHERS
Figure 67: Ownership and usage of dishwasher, February 2013
Figure 68: Ownership and usage of dishwasher, by demographics, February 2013
APPENDIX: FACTORS CONSIDERED WHEN PURCHASING HAND DISHWASHING DETERGENTS
Figure 69: Factors considered when purchasing hand dishwashing detergents, February 2013
Figure 70: Top ranked factors considered when purchasing hand dishwashing detergents, by demographics, February 2013
APPENDIX: FEATURES THAT MOST INTEREST CONSUMERS IN HAND DISHWASHING DETERGENTS
Figure 71: Features that most interest consumers in hand dishwashing detergents, February 2013
Figure 72: Most top ranked interested features of hand dishwashing detergents, by demographics, February 2013
Figure 73: Next most top ranked interested features of hand dishwashing detergents, by demographics, February 2013
APPENDIX: DISHWASHER DETERGENT FEATURES THAT INTEREST CONSUMERS THE MOST
Figure 74: Dishwasher detergent features that interest consumers the most, February 2013
APPENDIX: ATTITUDES TOWARDS HAND DISHWASHING DETERGENTS
Figure 75: Attitude towards hand dishwashing detergents, February 2013
Figure 76: Attitude towards hand dishwashing detergents, by frequency of washing dishes by hand in the last 12 months, February 2013
Figure 77: Attitudes towards hand dishwashing detergents, by demographics, February 2013
APPENDIX: ATTITUDES TOWARDS DISHWASHERS
Figure 78: Attitudes towards dishwashers, February 2013
Figure 79: Attitudes towards dishwashers, by ownership and usage of dishwasher, February 2013
Figure 80: Attitudes towards dishwashers, by frequency of washing dishes by hand in the last 12 months, February 2013
Figure 81: Most popular attitudes towards dishwashers, by demographics, February 2013
Figure 82: Next most popular attitudes towards dishwashers, by demographics, February 2013

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