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Cleaning the House - China - March 2019

OVERVIEW
What you need to know
Covered in this Report
Sub-group definitions (by monthly household income)
EXECUTIVE SUMMARY
The market
Figure 1: Value sales of household cleaners, China, 2014-18
Figure 2: Segment share of household cleaners, China, 2016-18
The consumer
High pet ownership can impact the household cleaning market
Figure 3: Pet ownership, December 2018
Willing to shoulder the main responsibility of household cleaning
Figure 4: Household cleaning responsibility, 2015 and 2018
Product usage is not on par with cleaning frequency
Figure 5: Household cleaning frequency, December 2018
Figure 6: Household cleaners used in the last six months, December 2018
Familiarity drives favourability and newer ingredients need more consumer education
Figure 7: Attitudes towards ingredients, December 2018
Cleaning can help improve mental health on multiple fronts
Figure 8: Attitudes towards cleaning the house, December 2018
What we think
ISSUES AND INSIGHTS
As natural and effective as homemade cleaners
The facts
The implications
Figure 9: Examples of household cleaners with fermented ingredients, UK, Japan and Netherlands, 2017-18
Clean for mental health
The facts
The implications
Pets enter the equation
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Strong yet slowed growth
Evolving lifestyles create new cleaning needs
MARKET OVERVIEW
A winning sector within household care, despite ease in growth
Figure 10: Value sales of household cleaners, China, 2014-18
Figure 11: Value sales of household cleaners, laundry and fabric care and dishwashing detergents, China, 2017-18
Kitchen and washroom cleaners remain the biggest segments
Figure 12: Segment share of household cleaners, China, 2016-18
Figure 13: Segment share of household cleaners, China, US and UK, 2018
MARKET DRIVERS
Demand for natural products drives product innovation
Increasing ownership of household appliances brings new needs
Pets play a role in product choices
E-commerce helps boost the niche segments
THE CONSUMER – WHAT YOU NEED TO KNOW
70% of respondents are pet owners
High earners tend to take the main responsibility of cleaning the house
The majority of respondents clean the floor weekly
Over 70% of respondents have used kitchen and toilet cleaners
Active oxygen and baking soda are most sought in household cleaners
Cleaning the house is perceived as relaxing by two thirds of respondents
PET OWNERSHIP
70% of respondents are pet owners
Figure 14: Pet ownership, December 2018
Both single people and parents have pets
Figure 15: Dog and cat ownership, by family structure, December 2018
Multi-pet ownership is common
Figure 16: Pet ownership, by main pet ownership, December 2018
HOUSEHOLD CLEANING RESPONSIBILITY
More and more consumers clean the house themselves
Figure 17: Household cleaning responsibility, 2015 and 2018
20-24s start to take more household cleaning responsibility
Figure 18: Household cleaning responsibility – I take the main responsibility, by demographics, 2015 and 2018
HOUSEHOLD CLEANING FREQUENCY
Most consumers prefer to clean weekly
Figure 19: Household cleaning frequency, December 2018
Who cleans more frequently?
Figure 20: Household cleaning frequency – once a week or more, by age, December 2018
Figure 21: Household cleaning frequency – once a week or more, by city tier, December 2018
Time-saving solutions are needed for cleaning the range hood and windows
Figure 22: Household cleaning frequency – once a week or more, by attitudes towards household cleaning, December 2018
Figure 23: Examples of scrub-free household cleaners, Ireland and UK, 2017
Figure 24: Examples of window cleaning wipes, window cleaners with a protection claim, Canada and New Zealand, 2018-19
HOUSEHOLD CLEANERS USAGE
Kitchen and toilet cleaners are mostly used…
Figure 25: Household cleaners used in the last six months, December 2018
…while usage of other products is still driven by income
Figure 26: Household cleaners used in the last six months, by monthly household income, December 2018
Younger consumers use a broad variety of products
Figure 27: Household cleaners used in the last six months, by age, December 2018
ATTITUDES TOWARDS NATURAL/BIO INGREDIENTS
Interest in kitchen essential baking soda but not vinegar
Figure 28: Attitudes towards ingredients, December 2018
Citric acid is preferred over other acids
Figure 29: Examples of household cleaners formulated with both baking soda and citric acid, South Korea and Poland, 2018
Consumer education about enzymes and electrolysed water is needed
Is it time for probiotics household cleaners?
Figure 30: Example of Counter Culture’s introduction of probiotics cleaning, US, 2018
ATTITUDES TOWARDS HOUSEHOLD CLEANING
Emotional benefits of household cleaning
Figure 31: Attitudes towards cleaning the house, December 2018
Figure 32: Agree ‘cleaning the house helps me relax’, by demographics, December 2018
Men are more worried about over-disinfecting
Figure 33: Attitudes towards bacteria in the house, by gender, December 2018
Household cleaners are helpful…
Figure 34: Attitudes towards household cleaners, December 2018
…but even high earners may use alternatives
Figure 35: Attitudes towards household cleaners, by monthly personal income, December 2018
Floor and bathroom/tile cleaners are less likely to be replaced
Figure 36: Household cleaners used in the last six months, by attitudes towards household cleaners, December 2018
MEET THE MINTROPOLITANS
80% of MinTs take the main household cleaning responsibility
Figure 37: Household cleaning responsibility, by consumer classification, December 2018
Disposable cleaning wipes are well-accepted among MinTs
Figure 38: Gaps of household cleaners usage between Mintropolitans and Non-Mintropolitans (as benchmark), December 2018
MinTs show higher interest in various ingredients
Figure 39: Gaps of attitudes towards ingredients between Mintropolitans and Non-Mintropolitans (as benchmark) – would like to see it in household cleaners, December 2018
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Abbreviations

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