What you need to know

The laundry and fabric care category is expected to maintain steady value growth through 2025, driven by trading up in product formats, eg from powder to liquid/concentrated liquid, and advancements in new products, such as offering multi-functionality, long-lasting fragrance, skin benefits, etc. The market has remained relatively stable during the COVID-19 outbreak as it is an essential category but consumers haven’t shown any intention to empty shelves. Mintel predicts a slight slowdown in value growth in 2020 due to the decrease in income, but the market will resume previous growth from 2021.

This Report looks into Chinese consumers’ habits of and attitudes towards doing the laundry, as well as their usage of laundry products. In particular, it investigates the reasons why consumers use or do not use fabric spray, a new product in this category, to help brands identify priority aspects for improvement. It also makes suggestions for future new product launches by understanding consumers’ attitudes towards product innovation in this category. Furthermore, this Report provides a spotlight analysis of the impact of COVID-19 on the laundry and fabric care category, pointing out the short- and long-term opportunities presented by the current circumstances.

Covered in this Report

The laundry and fabric care market covers laundry detergents, fabric conditioners & softeners and laundry aids. Market size comprises sales through all retail channels including direct to consumer and excludes sales to professional laundries and launderettes.

  • Laundry detergents include all formats of detergents, including liquid, powders, capsules and tablets, soap bars and others.

  • Fabric conditioners & softeners include standard and concentrated conditioners and softeners.

  • Laundry aids include stain removers, ironing aids, whiteness and colour care products and other ancillary products for fabric care.

Sub-group definitions (by monthly household income)

Mintel divides consumers into three groups based on their monthly household income.

Tier one cities Tier two and lower cities
High household income RMB18,000 and above RMB16,000 and above
Mid household income RMB10,000-17,999 RMB9,000-15,999
Low household income RMB6,000-9,999 RMB5,000-8,999
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