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Dishwashing Products - China - March 2019

OVERVIEW
What you need to know
Covered in this Report
Excluded
Subgroup definitions (by monthly household income)
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
Companies and brands
Figure 2: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
The consumer
The majority of dishwasher owners have low usage rates
Figure 3: Dishwasher ownership and dishwashing habits, November 2018
Dishwasher detergents not used by all dishwasher owners
Figure 4: Dishwashing products used in the last six months, November 2018
Dishwasher detergent consumers need guidance
Figure 5: Dishwasher detergent used in the last six months, November 2018
Limited variety among consumers regarding cleaning power
Figure 6: Claims associated with strong cleaning power, November 2018
Informed consumers associate ingredients with product safety
Figure 7: Features associated with safety, November 2018
Offline channels still the main competitive battlefield
Figure 8: Purchase channel of dishwashing products, November 2018
Safety and ingredients are the top two value-adding features
Figure 9: Factors consumers would be willing to pay extra for, November 2018
What we think
ISSUES AND INSIGHTS
Transforming dishwashing habits with the adoption of dishwashers
The facts
The implications
Figure 10: Example of dishwasher tablet designed for small dishwashers, 2018
Priority claims to communicate safety and cleaning power
The facts
The implications
Figure 11: Examples of products with ‘better ingredients’ demonstrating safety, China and New Zealand, 2018
Figure 12: Examples of hand washing products with dish-caring features, France and Denmark, 2018
Figure 13: Examples of dishwashing detergent with specific tough stains removal, Spain and Germany, 2017-18
Hybrid online/offline channels for purchasing dishwashing products
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Mature market with easing growth rate
Growth supported by trading up and e-commerce
MARKET SIZE AND FORECAST
Market eases into steady growth
Figure 14: Market value and annual growth of dishwashing products, China, 2016-2018
Dishwasher detergents’ potential still unfulfilled
Online channels and product premiumisation support future growth
Figure 15: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
MARKET FACTORS
Increasing household disposable incomes and expenditures
Consumers trading up for better life quality
E-commerce expands competitive battle ground
Environmental regulations eliminating inferior products
Standardisation of food-grade dishwashing products
KEY PLAYERS – WHAT YOU NEED TO KNOW
Further concentrated market with intense competition
Costly competition with endorsements and cost-effective free trials
Innovation focused on formulas
MARKET SHARE
The dishwashing market became further concentrated in 2018
Figure 16: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
Online channels rejuvenate sales
Finish still leading brands in dishwasher detergents
Brand aging dragging down sales
COMPETITIVE STRATEGIES
Association with cooking scenarios
Figure 17: Liby advertisement in ‘Chinese restaurant’ TV variety show, 2017
Trusted domestic household care brand leverages cultural pride
Figure 18: Nice Group 50th anniversary campaign, 2018
Co-branding with dishwashers for awareness and trial
Figure 19: Finish and Jianjing with dishwasher brands, 2018
WHO’S INNOVATING?
Innovation still focused on hand washing products in China
Figure 20: New dishwashing product launches, by sub-category, China US, and UK, 2017–18
Dishwasher detergents are cherished more by imported and smaller domestic brands
Figure 21: Examples of new dishwasher detergents, China, 2017-18
New products further enhanced on ethical, natural, and convenience
Figure 22: Top 20 claims of new dishwashing product launches, China, 2017-18
Leveraging natural add-ins for better associations
Figure 23: Examples of new natural add-ins, China, 2017-18
New formulas demonstrate superiority
Figure 24: Examples of new natural formulas, China and South Korea, 2017-18
Figure 25: Examples of amino acid and micellar formulas, China and Croatia, 2017-18
Kind to hands and dermatologically tested
Figure 26: Example of kind to hands dishwashing products, China and Russia, 2018
Figure 27: Examples of dermatologically tested dishwashing products, Canada and Germany, 2017-18
Environmentally friendly formulas with no harsh chemicals
Figure 28: Examples of products with environmentally friendly formulas and no harsh chemicals, China, UK, Australia, and New Zealand, 2018
Environmentally friendly packaging
Figure 29: Examples of products with environmentally friendly packaging, China, South Korea, Italy, and UK, 2017-18
THE CONSUMER – WHAT YOU NEED TO KNOW
25% of respondents have a dishwasher at home
17% of dishwasher owners not using dishwasher detergent
All-in-one products require more market education
Cleaning power still comes down to tough stains and grease removal
Food grade feature accepted by consumers as a safety indicator
Online channels have a 70% penetration rate
Safety and ingredients are the top two value-added factors
DISHWASHER OWNERSHIP AND DISHWASHING HABITS
One quarter of respondents have a dishwasher
Figure 30: Dishwasher ownership and dishwashing habits, November 2018
Frequent dishwasher users skew to affluent households
Figure 31: Dishwasher ownership and Dishwashing habits, by monthly household income, November 2018
Younger consumers use dishwashers less frequently
Figure 32: Dishwasher ownership and dishwashing habits, by age, November 2018
Active market in lower tier cities
Figure 33: Dishwasher ownership and dishwashing habits, by city tier, November 2018
DISHWASHING PRODUCT USAGE
Not all dishwasher owners use dishwasher detergent…
Figure 34: Dishwashing products used in the last six months, November 2018
...and price is not the only barrier
Figure 35: Dishwasher detergent penetration rate, by monthly household income, November 2018
Some frequent dishwasher users not using dishwasher detergent
Figure 36: Dishwasher detergent penetration rate, by dishwashing habits, November 2018
DISHWASHER DETERGENT USAGE
Liquid/gel is the most used dishwasher detergent format
Figure 37: Dishwasher detergent used in the last six months, November 2018
Product-exploring consumers
Figure 38: Dishwasher detergent used in the last six months, by dishwashing habit, November 2018
Young consumers are core ancillaries users
Figure 39: Dishwasher detergent used in the last six months, by age, November 2018
Opportunities for dishwasher cleaners
Figure 40: Dishwasher detergent used in the last six months, by repertoire, November 2018
CLAIMS ASSOCIATED WITH STRONG CLEANING POWER
Tough stains and grease removal associated with strong cleaning power
Figure 41: Claims associated with strong cleaning power, November 2018
Figure 42: Examples of dishwashing detergents with heavy grease removal and high efficiency formulas, China, 2017-18
Affluent consumers want more efficiency and stain removal power
Figure 43: Claims associated with strong cleaning power, by monthly household income, November 2018
Cold water performance sought by lower household income consumers
Figure 44: Example of dishwashing detergent with cold water grease removal claim, China, 2018
FEATURES ASSOCIATED WITH SAFETY
Consumers fear chemicals and demand hand care
Figure 45: Features associated with safety, November 2018
Figure 46: Example of product with clear ingredients names, percentages, and explanations, Finland, 2019
Older consumers appreciate natural ingredients more
Figure 47: Features associated with safety, by age, November 2018
Simple ‘no harm to hands’ claims not enough for affluent consumers
Figure 48: Features associated with safety, by monthly household income, November 2018
Figure 49: Example of ‘fragrance-free’, ‘clean packaging’ product, China, 2019
PURCHASE CHANNEL
Supermarkets and hypermarkets are still the top channel
Figure 50: Purchase channels of dishwashing products, November 2018
High-end supermarkets even appeal to lower income consumers
Figure 51: Purchase channels of dishwashing products, by monthly household income, November 2018
Older consumers also buy online
Figure 52: Top four purchase channels of dishwashing products, by age, November 2018
FACTORS WORTH PAYING EXTRA FOR
Safety comes first, ethicalness ranks higher than cleaning power
Figure 53: Factors consumers would be willing to pay extra for, November 2018
Affluent consumers appreciate advanced formats, packaging and scent
Figure 54: Factors consumers would be willing to pay extra for, by monthly household income, November 2018
MEET THE MINTROPOLITANS
Higher usage rate of dishwashers among Mintropolitans
Figure 55: Dishwasher ownership and dishwashing habits, by consumer classification, November 2018
Greater willingness to pay more for ingredients, eco-friendly, and concentrated products
Figure 56: Factors consumers would be willing to pay extra for, by consumer classification, November 2018
Higher safety requirements among Mintropolitans
Figure 57: Features associated with safety, by consumer classification, November 2018
Mintropolitans seek better products through more channels
Figure 58: Purchase channels of dishwashing products, by consumer classification, November 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 59: Total value sales of dishwashing market, China, 2013-23
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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