Table of Contents
Executive Summary
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- The market
- Dishwashing products gain strong growth under pandemic
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- Figure 1: Best- and worst-case forecast of total value sales of dishwashing market, China, 2015-25
- Companies and brands
- Domestic brands dominating the market
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- Figure 2: Leading manufacturers’ share of value sales of dishwashing products, China, 2019-20
- The consumer
- About one third of respondents have a dishwasher now
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- Figure 3: Dishwasher ownership and dishwashing behaviours, 2019 vs 2020
- Dishwashing liquid remains the top used product
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- Figure 4: Dishwashing products used in the last six months, by dishwasher ownership, November 2020
- Liby obtained more usage than Finish in dishwasher detergent sector
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- Figure 5: Dishwasher detergent brands used, November 2020
- Anti-bacterial benefits become a key safety measure
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- Figure 6: Features associated with safe dishwashing products, 2018 vs 2020
- Safety related features are key to premiumisation
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- Figure 7: Dishwashing product features consumers are willing to pay more for, November 2020
- Sustainability matters to consumers
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- Figure 8: Attitudes towards dishwashing, November 2020
- What we think
Issues and Insights
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- It’s time to think of environmentally friendly products in China
- The facts
- The implications
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- Figure 9: Common Good refillable bottles
- Anti-bacterial becomes a main safety measure for post-COVID-19 era
- The facts
- The implications
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- Figure 10: Liby’s anti-bacterial dishwashing gel
The Market – Key Takeaways
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- Dishwashing market shows strong growth amid the pandemic
- Dishwasher ownership continues to grow
Market Size and Forecast
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- COVID-19 outbreak has facilitated strong growth
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- Figure 11: Best- and worst-case forecast of total value sales of dishwashing market, China, 2015-25
Market Factors
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- Increased at-home cooking boosted the usage of dishwashing products
- Economic development facilitated increased ownership of dishwashers
- More products launched with safer image to justify the premiumisation trend
Market Segmentation
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- Machine dishwashing detergent continues to grow
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- Figure 12: Market value of dishwashing products, by segment, China, 2018-20
Companies and Brands – Key Takeaways
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- Domestic brands dominate dishwashing market
- Newly launched products show trends of premiumisation
Market Share
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- Liby maintained top position in dishwashing market
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- Figure 13: Leading manufacturers’ share of value sales of dishwashing products, China, 2019-20
- Figure 14: Liby vinegar dishwashing liquid
- Brands continue to upgrade for premiumisation
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- Figure 15: White Cat logo upgrade
- Build product range for dishwashers to capture the next momentum
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- Figure 16: Kupoh’s dishwasher salt and Seaways dishwasher tablet
Competitive Strategies
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- Food grade centre of attention
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- Figure 17: Dishwashing products claiming to be edible, China
- Building up premium brand image
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- Figure 18: Zhang Ziyi for Liby
- White Cat x KuSpace to launch product set
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- Figure 19: White Cat x KuSpace set
Launch Activity and Innovation
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- Aloe Vera and pomegranate become newly favoured fragrances
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- Figure 20: Top 10 fragrances claims in dishwashing products launches, China, 2019-20
- Figure 21: Dishwashing products with aloe and pomegranate fragrances, China, 2020
- Food grade and anti-bacterial claims are on the rise
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- Figure 22: Top 10 ingredient claims in dishwashing products launches, China, 2019-20
- Anti-bacterial products
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- Figure 23: Dishwashing products with anti-bacteria feature, Japan and South Korea, 2020
- Odour neutralising and added fragrance products
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- Figure 24: Odour removing products, New Zealand and Australia, 2020
- Formulas that protect the hand
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- Figure 25: Dishwashing products with skin moisturising feature, China, 2020
- Washing up liquid in foam and spray format
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- Figure 26: Charmy foam dishwashing liquid, China
- Figure 27: Liby’s dishwashing spray, China
The Consumer – Key Takeaways
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- Dishwasher ownership saw a rise in the last year
- Dishwashing liquid remains the most popular product format
- Liby is the top used dishwasher detergent brand
- Anti-bacterial is closely associated with safety
- Safety related features are worth paying extra for
- Consumers are looking for sustainable products
Dishwasher Ownership and Dishwashing Habits
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- More than half of consumers still wash plates by hands
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- Figure 28: Dishwasher ownership and dishwashing behaviours, 2019 vs 2020
- Older consumers tend to do more household works
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- Figure 29: Dishwasher ownership and dishwashing behaviours – ‘wash dishes by hand’, by age, November 2020
- Dishwasher ownership is still influenced by income level
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- Figure 30: Dishwasher ownership and dishwashing behaviours – ‘wash dishes by hand’, by monthly household income, November 2020
Product Usage
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- Product usage
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- Figure 31: Dishwashing products used in the last six months, by dishwasher ownership, November 2020
- Dishwasher liquid remains the top used product
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- Figure 32: Dishwashing products usage, dishwashing owner, 2019 vs 2020
- Mature consumers prefer baking soda
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- Figure 33: Dishwashing products usage, by age, November 2020
Dishwasher Detergent Brands Used
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- Liby is the top sought-after brand of dishwasher detergent, prior to Finish
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- Figure 34: Dishwasher detergent brands used, November 2020
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- Figure 35: The balance by Liby, China
- Finish is the top choice for 25-29 year old dishwasher owners
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- Figure 36: Dishwasher detergent top brands used, by age, November 2020
- Figure 37: White Cat SODA product range, China, 2019
Features Associated with Safety
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- Anti-bacterial feature sees a rising importance post COVID-19
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- Figure 38: Features associated with safe dishwashing products, 2018 vs 2020
- Natural ingredients matter more to mature consumers
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- Figure 39: Features associated with safe dishwashing products, by age, November 2020
Factors Willing to Pay More For
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- Safety image helps justify the premiumisation trend most
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- Figure 40: Dishwashing product features consumers are willing to pay more for, November 2020
- Younger consumers are looking for convenient solutions
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- Figure 41: Selected dishwashing product features consumers are willing to pay more for, by age, November 2020
Attitudes towards Dishwashing
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- Sustainability is worth attention now
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- Figure 42: Attitudes towards dishwashing, November 2020
- Young consumers don’t spend as much time on product selection as other age groups
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- Figure 43: Selected attitudes towards dishwashing, by age, November 2020
- Lifestyle brands appeal more to high earners and mature consumers
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- Figure 44: Attitudes towards dishwashing - ‘I prefer to buy dishwashing products from lifestyle brands (eg MUJI)’, November 2020
- Domestic brands demonstrate their appeal among high earners
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- Figure 45: Attitudes towards dishwashing - ‘I'm willing to try newly launched domestic brands of dishwashing products’, November 2020
Appendix – Market Size and Forecast
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- Figure 46: Total value sales of dishwashing products market, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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