Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definitions
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- Figure 1: Mintel’s definition of different income groups, China
Executive Summary
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- Impact of COVID-19 on household cleaning
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- Figure 2: Summary of impact of COVID-19 on shopping for household cleaning products, May 2020
- The market
- Great potential seen in household cleaning category
- Companies and brands
- The consumer
- Younger families tend to share purchase responsibilities
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- Figure 3: Shopping responsibility, by gender and age, September, 2020
- Long-tail channels are worth noticing
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- Figure 4: Shopping channels used, September 2020
- Perceived as a highly efficacy-driven category, with expectations on ingredients
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- Figure 5: Purchase factor, September 2020
- Shopping behaviours tend to be more habitual, conscious and prudent
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- Figure 6: Shopping behaviours, September 2020
- Guidance and services are sought for by younger consumers
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- Figure 7: Attitudes towards brand marketing, by age, China, September 2020
- Attitudes towards shopping for household cleaning products
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- Figure 8: Attitudes towards shopping for household cleaning products, September 2020
- What we think
Issues and Insights
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- Channel diversity brings new opportunities
- The facts
- The implications
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- Figure 9: Examples of user-generated content of household cleaning products on Xiaohongshu
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- Figure 10: Examples of household cleaning products on Pinduoduo
- Figure 11: Bayecomax Xiaohongshu official account
- Ingredient’s importance as a purchase consideration
- The facts
- The implications
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- Figure 12: Examples of bio-degradable and plant-based innovation, China, 2019-20
- Figure 13: What’s Inside by SC Johnson
The Market – Key Takeaways
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- Market size remains small yet estimated with accelerated growth
- Smart/small household appliances boom urge attention
Market Size
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- A winning category in 2020
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- Figure 14: Retail sales value of household cleaners, by segment, China 2019-20
Market Factors
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- Emerging channels are diverting shoppers from traditional channels
- Growing demand for natural products continued to drive product innovation
- Smart home brings both opportunities and challenges for household cleaning products
Launch Activity and Innovation
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- Anti-bacterial and natural products witness steep rise after COVID-19
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- Figure 15: Top claims of new household cleaning product, China, 2017-20
- Disinfectant and bleach NPD soared in 2020
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- Figure 16: New household cleaning product launches, by sub-category, China, 2017-20 (Moving Annual)
- Product innovation
- Anti-bacterial + natural is now a common offer from leading players in China
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- Figure 17: Botanical Hygiene Multipurpose Sanitary Wipes, China, 2020
- Figure 18: Liby Multi-Purpose Sterilisation Spray, China, 2020
- Figure 19: Liby Multi-Purpose Sterilisation Spray, China, 2020
- Format innovation engages consumers with easy solutions to boost sense of accomplishment
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- Figure 20: Joya Multi-Effect Floor Cleaning Sheet, China, 2020
- Figure 21: Bref Toilet Cleaning Balls, China, 2020
- Marketing innovation
- Professional endorsement to further enhance efficacy and safety credibility
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- Figure 22: Vewin household antiseptic liquid, China, 2020
- Retail innovation
- Watsons O2O cloud-based stores to refine ‘round-the-clock’ shopping experience
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- Figure 23: Watson’s cloud-based store, home care pavilion, 2020
The Consumer – Key Takeaways
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- Younger families tend to have more shared responsibilities
- Online appeals to time-pressured consumers
- Category purchase largely guided by benefit
- Habitual, conscious and prudent shopping behaviour
- Younger consumers seek for tangible benefits
- Consumers expect brands to take the lead in promoting sustainability
Shopping Responsibility
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- Male and female both claim high purchase responsibility
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- Figure 24: Shopping responsibility, by gender, China, September 2020
- Younger generations are more likely to share responsibilities
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- Figure 25: Shopping responsibility, by gender and age, China, September 2020
Shopping Channel
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- Time-pressed consumers are more likely to shop online
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- Figure 26: Shopping method, by demographics, China, September 2020
- Offline channels are more important for males aged 30-49
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- Figure 27: Shopping method, by age and gender, China, September 2020
- While online and offline each has a clear leader, the long-tail cannot be ignored
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- Figure 28: Shopping channels used, China, September 2020
- Larger families leverage more channels
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- Figure 29: Shopping channels used, by family structure – Married with more than one kid, China, September 2020
- Less price-sensitive buyers on certain channels
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- Figure 30: Shopping channels used, by price as a purchase factor or not, September 2020
Purchase Factor
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- A function-centric category
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- Figure 31: Purchase factor, China, September 2020
- As people get more experienced in the category, their expectations also rise
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- Figure 32: Purchase factor, by age, September 2020
- Brand-driven online shoppers and price-driven supermarket shoppers
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- Figure 33: Purchase factor, by shopping channel, September 2020
- Ingredients and formats are key to non-price sensitive buyers
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- Figure 34: Purchase factor, by price as a purchase factor, September 2020
Shopping Behaviours
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- A routine purchase for the majority
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- Figure 35: Shopping behaviours, China, September 2020
- New products are key attractions for shoppers who don’t buy from leading channels
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- Figure 36: Shopping channel, by shopping behaviour, September 2020
- Figure 37: Purchase factor, by shopping behaviour, September 2020
Attitudes towards Brand Marketing
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- Sustainability will help brands win consumer favour after COVID-19
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- Figure 38: Attitudes towards brand marketing, China, September 2020
- Tangible benefits are expected from younger consumers more than internet buzz
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- Figure 39: Attitudes towards brand marketing, by age, China, September 2020
Attitudes towards Shopping for Household Cleaning Products
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- Consumers expect brands to take the lead in promoting sustainability
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- Figure 40: Attitudes towards shopping for household cleaning products, September 2020
- Marketing gimmicks appeals to indecisive consumers
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- Figure 41: Purchase factor, by attitudes towards shopping for household cleaning products, September 2020
Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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