Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast of value of laundry and fabric care market, China, 2015-25
- Impact of COVID-19 on laundry and fabric care
- Minor negative impact on sales with new opportunities
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- Figure 2: Short, medium and long term impact of COVID-19 on laundry and fabric care, July 2020
- Anti-bacterial function to be a focus
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- Figure 3: Example of Botanical Hygiene disinfecting detergent, China, 2020
- Health-conscious consumers will demand more natural offerings
- Formats more suited for online shopping will flourish
- Marketing around in-home occasions
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- Figure 4: Example of Diao Brand ‘36 moves of disinfection’ marketing, China, 2020
- Awareness of environmental issues may rise
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- Figure 5: Mean tropospheric NO2 density, China, January-February 2020
- Companies and brands
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- Figure 6: Leading manufacturers’ share of value sales of laundry and fabric care products, China, 2018 and 2019
- The consumer
- Washing by hand is an ingrained laundry habit in China
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- Figure 7: Frequency of doing the laundry, by laundry method, May 2020
- Liquid detergent is used most but new products are emerging
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- Figure 8: Laundry and fabric care products used in the last six months, May 2020
- Fabric spray focuses on anti-bacterial and anti-odour functions
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- Figure 9: Functions looked for in fabric spray, May 2020
- An issue of need
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- Figure 10: Reasons for not using fabric spray, May 2020
- Multi-functional products attract most consumer interest
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- Figure 11: Interest in innovative laundry and fabric care products, May 2020
- Disinfecting clothes plays a role in staying healthy
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- Figure 12: Consumer attitudes towards Laundry, May 2020
- What we think
Issues and Insights
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- There’s scope for more skin-focused products
- The facts
- The implications
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- Figure 13: Febreze Naturis Mint Leaf & Juniper Berry Fragrance Fabric Refresher, China, 2020
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- Figure 14: WhiteCat Soda Laundry Detergent Pods, China, 2019
- Demand for multi-functional products is both boon and bane
- The facts
- The implications
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- Figure 15: Persil Proclean Discs Oxi Power Concentrated Laundry Detergent Capsules, China, 2020
The Market – What You Need to Know
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- Market took minor impact from COVID-19
- Laundry and fabric care is bound to change in the long term
- Liquid detergent continues to win
Market Size and Forecast
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- 2019 saw modest growth pickup driven by new product launches
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- Figure 16: Retail value and annual growth rate of laundry and fabric care products, China, 2015-19
- Limited impact on market value from COVID-19 from 2020 onwards
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- Figure 17: Forecast of value of laundry and fabric care market, China, 2015-25
Market Factors
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- Expect a shift towards concentrated detergent
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- Figure 18: Kispa Zhi Jing Floral Scent Concentrated Skin Friendly Laundry Detergent, China, 2019
- Smart appliances could drive different futures
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- Figure 19: Example of Miele UltraPhase 1 and 2 Component Detergent
- Figure 20: Example of Haier’s IoT-based Smart Washing Machine, China, 2020
Market Segmentation
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- Liquid now accounts for half of laundry detergent sales
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- Figure 21: Segment share of laundry detergent by value sales, China, 2018 and 2019
Key Players – What You Need to Know
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- Liby and Nice remain market leaders
- Local market is focused on functions and fragrance
- Sustainability drives product innovation in overseas markets
Market Share
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- Market dominance of Liby and Nice not yet to be challenged
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- Figure 22: Leading manufacturers’ share of value sales of laundry and fabric care products, China, 2018 and 2019
- Figure 23: New laundry and fabric care launches from Liby, China, 2019-20
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- Figure 24: New laundry and fabric care launches from Chao Neng and Diao Brand, China, 2019-20
- P&G and Unilever return to growth with new brand launches
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- Figure 25: New laundry and fabric care launches from Downy, China, 2019-20
- Figure 26: New laundry and fabric care launches from OMO and Love Home and Planet, China, 2019-20
Competitive Strategies
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- Market leaders expand brand portfolio to reach new consumers
- Bet on fragrance to differentiate
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- Figure 27: Example of Sylvia products, China, 2019
- Figure 28: Example of Love Home and Planet products, China, 2019
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- Figure 29: Example of Comfort Botanicals products, China, 2019
- Watch for the entrance of new players
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- Figure 30: New laundry and fabric care launches from Yunnan Baiyao and Mind Act Upon Mind, China, 2020
- Figure 31: New laundry and fabric care launches from JD Jing Zao and Taobao Xin Xuan, China, 2020
Who’s Innovating?
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- A focus of NPD in the Chinese household care market
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- Figure 32: New household care product launches, by category, China, 2017-19
- Anti-bacterial products rise sharply after the COVID-19 outbreak
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- Figure 33: Top claims of new laundry and fabric care launches, China, 2017-20
- No additives/preservatives claim caters to focus on health
- For sensitive skin products remain a niche
- China leads launch activities of hand wash products
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- Figure 34: Top markets of new hand detergents/shampoos launches, 2017-19
- Innovation highlights
- Dual-chamber format offers superior efficacy
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- Figure 35: Tide One Wash Miracle, US, 2020
- Simple formulation and limited ingredients align with clean lifestyles
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- Figure 36: Arm & Hammer Clean & Simple Laundry Detergent, US, 2020
- Figure 37: Nine Elements Laundry Detergent and Purifying softener, US, 2020
- Dry format detergents are gaining attraction as the ultimate eco-friendly option
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- Figure 38: Example of EC30 Clean products, US, 2019
- Dilutable concentrate liquid detergent
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- Figure 39: Omo Concentrated Laundry Detergent Refill, Brazil, 2019
The Consumer – What You Need to Know
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- Handwashing is very common in China
- Liquid detergent dominates with new products emerging
- Anti-bacterial and anti-odour are top priorities for fabric spray
- Non-users don’t consider fabric spray necessary
- Multi-functional products stand out
- Disinfecting clothes is associated with health and skin issues
Laundry Frequency
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- About one third of respondents wash clothes by hand every day
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- Figure 40: Frequency of doing the laundry, by laundry method, May 2020
- Who do more laundry by hand?
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- Figure 41: Frequency of doing the laundry by hand – once a day or more, by gender and age, May 2020
- Figure 42: Frequency of doing the laundry by hand, by monthly household income, May 2020
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- Figure 43: Frequency of doing the laundry by hand, by region, May 2020
- Young men turn on the washing machine most frequently
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- Figure 44: Frequency of doing the laundry with a washing machine – once a day or more, by gender and age, May 2020
- About 70% of respondents use laundry services, though frequency is still low
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- Figure 45: Frequency of using laundry service, by demographics, May 2020
Product Usage
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- Consumers use on average 4.5 types of products with liquid detergent dominating
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- Figure 46: Laundry and fabric care products used in the last six months, May 2020
- Priorities shift with age
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- Figure 47: Laundry detergents used in the last six months, by age, May 2020
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- Figure 48: Fabric care products used in the last six months, by age, May 2020
- Lower tier cities don’t lag behind in product usage, but tier one cities still lead adoption of newer formats
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- Figure 49: Laundry detergents used in the last six months, by city tier, May 2020
- Figure 50: Fabric care products used in the last six months, by city tier, May 2020
Most Important Functions of Fabric Spray
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- Anti-bacteria and anti-odour are most important functions
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- Figure 51: Functions looked for in fabric spray, May 2020
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- Figure 52: Functions looked for in fabric spray – TURF analysis, May 2020
- Fabric spray can be positioned as an easy stain fighting option
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- Figure 53: Functions looked for in fabric spray, by attitudes towards doing the laundry frequently, May 2020
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- Figure 54: Examples of fabric spray with stain prevention functions, US and Indonesia, 2020
- Scent is more important than stain removal to high earners
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- Figure 55: Functions looked for in fabric spray, by monthly household income, May 2020
- 30-39 year olds expect more from fabric spray
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- Figure 56: Functions looked for in fabric spray, by age, May 2020
Barriers of Using Fabric Spray
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- Consumers don’t see the necessity of using fabric spray
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- Figure 57: Reasons for not using fabric spray, May 2020
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- Figure 58: Laundry and fabric care products used in the last six months, by reasons for not using fabric spray, May 2020
- 18-24 year olds doubt the results, while older consumers are more concerned about the negative effects of fabric spray
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- Figure 59: Reasons for not using fabric spray, by age, May 2020
- Figure 60: Introduction of Febreze Naturis Mint Leaf & Juniper Berry Fragrance Fabric Refresher, China, 2020
Attitudes towards Innovation
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- Consumers prefer multi-functional products
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- Figure 61: Interest in innovative laundry and fabric care products, May 2020
- Demand for further sorting the laundry by fabric type
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- Figure 62: Examples of laundry detergents for sportswear, Japan and Germany, 2020
- Expand brand reach by incorporating functions and fragrance
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- Figure 63: Interest in innovative laundry and fabric care products – TURF analysis, May 2020
- Male-specific products are still niche
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- Figure 64: George Caroll Men’s Heart Fragrance Laundry Liquid, China, 2020
Attitudes towards Laundry
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- Consumers highlight the need for disinfecting clothes
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- Figure 65: Consumer attitudes towards Laundry, May 2020
- Older consumers set higher standards for doing the laundry
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- Figure 66: Consumer attitudes towards laundry – agreement on statements about laundry habits, by age, May 2020
- Environmental issues have drawn some attention
Meet the Mintropolitans
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- MinTs are not stand-out users of concentrated liquid
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- Figure 67: Laundry and fabric care products used in the last six months, by consumer classification, May 2020
Appendix – Market Size and Forecast
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- Figure 68: Market value of laundry and fabric care products, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Methodology
- TURF analysis
- Abbreviations
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