Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
- Companies and brands
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- Figure 2: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
- The consumer
- Hand dishwashing is mainstream
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- Figure 3: Dishwasher ownership and dishwashing habits, December 2019
- Liquid/gel is the preferred format of dishwasher detergent
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- Figure 4: Dishwashing products used in the last six months, December 2019
- Natural ingredients and biodegradable formula are most valued environmentally friendly features
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- Figure 5: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
- Liby is the most used dishwashing liquid brand
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- Figure 6: Most often used dishwashing liquid brand in the last six months, December 2019
- Consumers are most satisfied with ease of use and cleaning power
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- Figure 7: Satisfaction aspects of dishwashing liquid brand used most often, December 2019
- What we think
Issues and Insights
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- Innovative formulas needed to engage consumers
- The facts
- The implications
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- Figure 8: Examples of dishwashing products with innovative formulas, global, 2019-20
- Tell the right story on environmentally friendly
- The facts
- The implications
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- Figure 9: Example of how to recycle and re-use the plastic bottle of method dish soap
- Encourage more frequent usage of dishwashers
- The facts
- The implications
The Market – What You Need to Know
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- Slow yet steady growth for a mature market
- Dishwashing needs are changing
Market Size and Forecast
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- Growth continues to slow in a mature market
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- Figure 10: Market value and annual growth of dishwashing products, China, 2015-19
- Figure 11: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
Market Factors
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- Rising demand and affordability for dishwashers
- Chinese cooking and dining habits continue to evolve
- Natural products expand targeting the health and wellness trend
Market Segmentation
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- Hand dishwashing products dominate value sales
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- Figure 12: Market value of dishwashing products, by segment, China, 2018-19
Key Players – What You Need to Know
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- Liby and Nice dominate this market
- Local companies tap into dishwasher products
- Innovative fragrances and formats are emerging
Market Share
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- A market led by domestic players
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- Figure 13: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
- Figure 14: White Cat Classic Formula Dishwashing Liquid, China, 2019
Competitive Strategies
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- Leading local companies tap into dishwasher products
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- Figure 15: New dishwasher products launches from local brands, China, 2019
- Figure 16: Liby The Balance dishwasher products, China, 2019
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- Figure 17: Examples of AXE dishwasher products, China, 2020
- Start to introduce concentrated dishwashing liquid
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- Figure 18: Liby Concentrated Dishwashing Liquid, China, 2019
- Figure 19: Examples of concentrated dishwashing liquid from international companies, China, 2019
- Emphasis on safety with natural ingredients
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- Figure 20: Example of White Cat Soda Dishwashing products, China, 2019
Who’s Innovating?
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- Dishwasher products gain NPD share
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- Figure 21: Share of new dishwashing products launches, by sub-category, China, 2018-19
- Environmental claims are widespread within dishwashing category
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- Figure 22: Top claims of new dishwashing products launches, China, 2019
- Odour neutralising and anti-bacterial functions see growth
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- Figure 23: New dishwashing products launches with odour neutralising claim, China, 2019
- Citrus fragrance retains its popularity…
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- Figure 24: Top fragrance component groups of new dishwashing products launches, China, 2019
- …with a broader range of fragrances being explored
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- Figure 25: New dishwashing detergent launches with floral scents, China, 2019
- Figure 26: Examples of OMO dishwashing liquid with alcoholic fragrances, China, 2019
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- Figure 27: Kaimi Fragrance Free Tableware Cleaner, China, 2019
- Foam-type products are emerging
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- Figure 28: Kao Cucute Clear Dishwashing Spray, China, 2019
- Figure 29: White Cat Dishwashing Liquid Foam, China, 2019
- Innovation highlights in overseas markets
- Eliminate bacteria on sponges
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- Figure 30: Examples of dishwashing products that eliminate odours on sponges, Argentina and Australia, 2019
- Protect glass and delicate dishes
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- Figure 31: Examples of dishwashing products that protect glass or dishes, Global, 2019
The Consumer – What You Need to Know
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- Dishwasher ownership remains flat
- Dishwasher owners use both dishwasher detergents and ancillaries
- Consumers focus on formulas and ingredients when it comes to environmental friendliness
- Liby is the most used dishwashing liquid brand
- Consumers are satisfied with ease of use and cleaning power
Dishwasher Ownership and Dishwashing Habits
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- Flat dishwasher ownership, but usage shows signs of an increase
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- Figure 32: Dishwasher ownership and dishwashing habits, 2018 vs 2019
- Dishwasher ownership is still influenced by income level and city tier
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- Figure 33: Dishwasher ownership and dishwashing habits, by monthly household income and city tier, December 2019
Usage of Dishwashing Products
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- Usage of dishwashing liquid is nearly universal
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- Figure 34: Dishwashing products used in the last six months, by dishwasher ownership, December 2019
- High earners are more likely to use baking soda
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- Figure 35: Dishwashing products used in the last six months, by monthly household income, December 2019
- Dishwasher liquid/gel is most used, but dishwasher owners use more than detergents
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- Figure 36: Dishwashing products used in the last six months, December 2019
Environmentally friendly Features Worth Paying More
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- Product formulas and ingredients get most attention
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- Figure 37: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
- Older consumers focus on ingredients; the younger generation starts to pay attention to environmentally friendly packaging
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- Figure 38: Environmentally friendly features of dishwashing products that are worth paying more for, by age, December 2019
- Lower tier city consumers pay more attention to carbon emissions
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- Figure 39: Environmentally friendly features of dishwashing products that are worth paying more for, by city tier, December 2019
Most Often Used Dishwashing Liquid Brand
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- Liby takes the lead and is far ahead…
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- Figure 40: Most often used dishwashing liquid brand in the last six months, December 2019
- …among both dishwasher owners and non-owners
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- Figure 41: Most often used dishwashing liquid brand in the last six months, by dishwasher ownership, December 2019
- Overall gender difference doesn’t prevail
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- Figure 42: Most often used dishwashing liquid brand in the last six months, by gender, December 2019
- Liby has a younger user base; Bluemoon the opposite
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- Figure 43: Most often used dishwashing liquid brand in the last six months, by age, December 2019
- Liby is more popular in tier one cities
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- Figure 44: Most often used dishwashing liquid brand in the last six months, by city tier, December 2019
Brand Satisfaction and Key Drivers
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- Lanju gains the highest level of overall satisfaction
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- Figure 45: Overall satisfaction with dishwashing liquid brand used most often, December 2019
- Consumers are satisfied with ease of use and cleaning power
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- Figure 46: Satisfaction with aspects of dishwashing liquid brand used most often, December 2019
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- Figure 47: Key drivers of overall satisfaction with dishwashing liquid brand used most often, December 2019
- Liby
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- Figure 48: Key drivers of satisfaction – Liby, December 2019
- Bluemoon
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- Figure 49: Key drivers of satisfaction – Bluemoon, December 2019
- White Cat
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- Figure 50: Key drivers of satisfaction – White Cat, December 2019
Meet the Mintropolitans
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- MinTs more likely to hand wash dishes in spite of dishwasher ownership
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- Figure 51: Dishwashing habits, by consumer classification, December 2019
- But they still report higher usage of dishwasher products
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- Figure 52: Dishwashing products used in the last six months, by consumer classification, December 2019
- MinTs start to look beyond ‘good for humans’ and seek ‘good for planet’ products
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- Figure 53: Gaps between MinTs and non-MinTs (as benchmark) in terms of environmentally friendly features of dishwashing products that are worth paying more for, December 2019
Appendix – Market Size and Forecast
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- Figure 54: Market value of dishwashing products, China, 2014-24
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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