Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Total China value sales of dishwashing products market, 2008-18
- Companies and brands
-
- Figure 2: Leading companies’ market share in China’s dishwashing products market, by value, 2012-13
- The consumer
- Dishwasher penetration
-
- Figure 3: Dishwasher penetration, February 2014
- Frequency of household dishwashing by hand
-
- Figure 4: Frequency of household dishwashing by hand, February 2014
- Roles in the household for hand dishwashing task
-
- Figure 5: Roles in household hand dishwashing task, by gender, February 2014
- Problems encountered when using hand dishwashing detergents
-
- Figure 6: Problems encountered when using hand dishwashing detergents, February 2014
- Purchase consideration factors for hand dishwashing detergents
-
- Figure 7: Purchase consideration factor for hand dishwashing detergents, February 2014
- Interest in different types of hand dishwashing detergents
-
- Figure 8: Interest in different types of hand dishwashing detergents, February 2014
- Attitudes towards dishwashing detergents
-
- Figure 9: Attitudes towards dishwashing detergents, February 2014
- Key trends
- What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
- Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
- How can brands leverage scents and packaging to maintain consumer interest?
- What we think
Issues and Insights
-
- What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
- Key points
- The implications
-
- Figure 10: Interest in different types of hand dishwashing detergents, February 2014
- Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
- Key points
- The implications
-
- Figure 11: Top dishwashing product claims, 2009-13
-
- Figure 12: Examples of multi-dimensional products from overseas markets, 2013
- How can brands leverage scents and packaging to maintain consumer interest?
- Key points
- The implications
-
- Figure 13: Number of new products launched, by categories and by countries, 2010-14
-
- Figure 14: Examples of dishwashing detergent products with innovative scents and package designs from overseas markets, 2013-14
Trend Application
-
- How can brands alleviate safety concerns in the chemical dominated dishwashing product market?
- How important are mood manipulating emotional benefits in dishwashing products selection?
Market Size and Forecast
-
- Key points
- Market size and forecast
- The dishwashing products market maintains stable growth
-
- Figure 15: China total value sales of dishwashing detergent products, 2008-13
- Per capita spending yet to be pushed
-
- Figure 16: Top 8 dishwashing detergent products consumption nations and their annual per capita spending, 2012
- A consistent growth rate is forecast to continue
-
- Figure 17: Total China value sales of dishwashing products market, 2008-18
- Market drivers
- Government issued policy to adopt natural surfactant
- Rapid urbanisation sets larger population base to grow demand
- Rise in disposable income marks potential for premium products
-
- Figure 18: China urban per capita disposable income, 2009-13
- Online retailing assists regional and international brands to grow national presence
- Modern trade expansion strengthens product accessibility
- Market barriers
- Limited product innovation restricts future growth
-
- Figure 19: Number of new product launch, by dishwashing and fabric care categories, 2010-14
- Traditional media advertising focus misses out a large potential customer base in the digital world
- Idle dishwashers restrict demand for machine dishwashing detergent products
Market Segmentation
-
- Key points
- Hand dishwashing detergents
-
- Figure 20: Hand dishwashing products market, by value, 2008-13
-
- Figure 21: Total China value sales of hand dishwashing detergents, 2008-18
- Machine dishwashing detergents
-
- Figure 22: Machine dishwashing products market, by value, 2008-13
-
- Figure 23: Total China value sales of machine dishwashing detergents, 2008-18
Market Share
-
- Key points
- Brand share
-
- Figure 24: Leading companies’ market share in China’s dishwashing products market, by value, 2012-13
Who’s Innovating?
-
- Key points
- Ease of use and time saving products push for convenience
-
- Figure 25: Top claims on new dishwashing product launches – Ease of use and time/speed, 2010-14
- Figure 26: Top ranking for purchase consideration factors, February 2014
-
- Figure 27: Examples of ease of use and time saving dishwashing detergent products from overseas markets, 2013
- Plant-based ingredients claim on ‘natural’ high ground
-
- Figure 28: Tops claim on new dishwashing product launches – Botanical/Herbal, 2010-14
-
- Figure 29: Examples of plant-based natural dishwashing detergent products from domestic market, 2012-13
- ‘Environmentally friendly’ a value proposition to declare
-
- Figure 30: Top claims on new dishwashing product launches – Environmentally friendly products, 2010-14
-
- Figure 31: Examples of environmentally friendly dishwashing detergent products from domestic market, 2012-13
- Advanced skin protection formula incorporates moisturising ingredients for sensory appeal
-
- Figure 32: Top claims on new dishwashing product launch – vitamin/mineral fortified and pH neutral, 2010-14
-
- Figure 33: Examples of skin protecting dishwashing detergent products from domestic and overseas markets, 2011-13
- Anti-bacterial feature boosts cleaning power
-
- Figure 34: Top claims on new dishwashing product launch – Anti-bacterial, 2010-14
- Figure 35: Examples of anti-bacterial dishwashing detergent products from domestic market, 2013-14
- Fruit and vegetable detergents extend functions to cover additional usage purposes
-
- Figure 36: Examples of specialized fruit and vegetable dishwashing detergent products from domestic market, 2012-14
- Customised baby bottle wash up liquids tap specialised need
-
- Figure 37: Examples of customised baby bottle dishwashing detergent products from domestic market, 2011-13
- 2-in-1 dish and hand liquid creates additional usage occasion
-
- Figure 38: Example of cross-category dishwashing detergent products from overseas market, 2013
- Multi-pack bundling a good value for money option
-
- Figure 39: Top ranking for purchase consideration factors, February 2014
- Figure 40: Examples of multi-pack dishwashing detergent products from China’s online retail market, 2014
Companies and Brands
-
- Liby Group
- Nice Group
- Shanghai Hutchison WhiteCat Co., Ltd.
- Zhongshan Lanju Daily Chemical Industrial Co., Ltd.
- China Nafine Group International Co., Ltd.
- Lonkey Industrial Co., Ltd.
The Consumer – Dishwasher Penetration
-
- Key points
- Low dishwasher ownership in China but big potential for growth
-
- Figure 41: Dishwasher penetration, February 2014
- Adults aged 30-39 are more willing to buy a dishwasher in the near future
-
- Figure 42: Dishwasher penetration, by age, February 2014
- Greater purchase intentions among higher income households
-
- Figure 43: Dishwasher penetration, by household income, February 2014
The Consumer – Frequency of Household Dishwashing by Hand
-
- Key points
- Dishwashing by hand is mainstream among consumers
-
- Figure 44: Frequency of household dishwashing by hand, February 2014
- Higher-income households wash dishes by hand less frequently
-
- Figure 45: Most popular frequency of household dishwashing by hand, by household income, February 2014
- More households with children wash dishes by hand at a high frequency
-
- Figure 46: Most popular frequency of household dishwashing by hand, by demographics, February 2014
The Consumer – Roles in the Household for Hand Dishwashing Task
-
- Key points
- Females are the main user of dishwashing detergents at home
-
- Figure 47: Roles in the household hand dishwashing task, by gender, February 2014
- Middle-aged females are more likely to be the only one responsible for hand dishwashing
-
- Figure 48: Roles in the household hand dishwashing task, by gender and age group, February 2014
- More tier one city residents do hand dishwashing themselves
-
- Figure 49: Roles in the household hand dishwashing task, by city, February 2014
The Consumer – Problems Encountered When Using Hand Dishwashing Detergents
-
- Key points
- Rinsing time and skin conditions are the most common problems
- Consumers concerned more about washing function and skin care features
-
- Figure 50: Problems encountered when using hand dishwashing detergents, February 2014
-
- Figure 51: Most popular problems encountered when using hand dishwashing detergents, by gender, February 2014
- Meeting the needs of increasingly sophisticated consumers
-
- Figure 52: Problems encountered when using hand dishwashing detergents, February 2014
The Consumer – Purchase Consideration Factors for Hand Dishwashing Detergents
-
- Key points
- Ingredients and product performance are top two purchase consideration factors
- Cleaning power and rinse off easily are key features consumers look for
-
- Figure 53: Purchase consideration factors for hand dishwashing detergents, February 2014
- Different purchase considerations lead to varied tactics for main users
-
- Figure 54: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by age group of females, February 2014
The Consumer – Interest in Different Types of Hand Dishwashing Detergents
-
- Key points
- Residue-free products generate the highest level of interest
- Understated purchase consideration factor – scent
-
- Figure 55: Interest in different types of hand dishwashing detergents, February 2014
- Males are more interested in functions while females product safety
-
- Figure 56: Interest in different types of hand dishwashing detergents-those who have bought it in the last six months, February 2014
-
- Figure 57: Interest in different types of hand dishwashing detergents-those who have bought it in the last six months, February 2014 (continued)
The Consumer – Attitudes Towards Dishwashing Detergents
-
- Key points
- Detergents made from natural ingredients worth premium price
- Consumers are looking for value for money rather than price
- Brands can play on scent and packaging to expand product variety
- Specialised products worth premium price
-
- Figure 58: Attitudes towards dishwashing detergents, February 2014
- Increasingly positive attitudes towards dishwashers in China
-
- Figure 59: Agreement with statement ‘Washing up by hand delivers better cleaning results than using dishwasher’, by city tier, February 2014
Appendix – Dishwasher Penetration
-
-
- Figure 60: Dishwasher penetration, February 2014
- Figure 61: Dishwasher penetration, by demographics, February 2014
-
- Figure 62: Dishwasher penetration, by demographics, February 2014 (continued)
-
Appendix – Frequency of Household Dishwashing by Hand
-
-
- Figure 63: Frequency of household dishwashing by hand, February 2014
- Figure 64: Most popular frequency of household dishwashing by hand, by demographics, February 2014
-
- Figure 65: Next most popular frequency of household dishwashing by hand, by demographics, February 2014
-
Appendix – Roles in the Household for Hand Dishwashing Task
-
-
- Figure 66: Roles in the household hand dishwashing task, February 2014
- Figure 67: Roles in the household hand dishwashing task, by demographics, February 2014
-
Appendix – Problems Encountered when Using Hand Dishwashing Detergents
-
-
- Figure 68: Problems encountered when using hand dishwashing detergents, February 2014
- Figure 69: Most common problems encountered when using hand dishwashing detergents, by demographics, February 2014
-
- Figure 70: Next most common problems encountered when using hand dishwashing detergents, by demographics, February 2014
-
Appendix – Purchase Consideration Factors for Hand Dishwashing Detergents
-
-
- Figure 71: Purchase consideration factors for hand dishwashing detergents, February 2014
- Figure 72: Most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
-
- Figure 73: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
- Figure 74: Other purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
-
- Figure 75: Most popular purchase consideration factors for hand dishwashing detergents – Rank 2, by demographics, February 2014
- Figure 76: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 2, by demographics, February 2014
-
- Figure 77: Other purchase consideration factor for hand dishwashing detergents – Rank 2, by demographics, February 2014
- Figure 78: Most popular purchase consideration factor for hand dishwashing detergents – Rank 3, by demographics, February 2014
-
- Figure 79: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 3, by demographics, February 2014
- Figure 80: Other purchase consideration factor for hand dishwashing detergents – Rank 3, by demographics, February 2014
-
- Figure 81: Most popular purchase consideration factor for hand dishwashing detergents – Rank 4, by demographics, February 2014
- Figure 82: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 4, by demographics, February 2014
-
- Figure 83: Other purchase consideration factor for hand dishwashing detergents – Rank 4, by demographics, February 2014
- Figure 84: Most popular purchase consideration factor for hand dishwashing detergents – Rank 5, by demographics, February 2014
-
- Figure 85: Next most popular purchase consideration factor for hand dishwashing detergents – Rank 5, by demographics, February 2014
- Figure 86: Other purchase consideration factors for hand dishwashing detergents – Rank 5, by demographics, February 2014
-
Appendix – Interest in Different Types of Hand Dishwashing Detergents
-
-
- Figure 87: Interest in different types of hand dishwashing detergents, February 2014
- Figure 88: Interest in different types of hand dishwashing detergents – Extra-strength cleaning power, by demographics, February 2014
-
- Figure 89: Interest in different types of hand dishwashing detergents – Anti-bacterial, by demographics, February 2014
- Figure 90: Interest in different types of hand dishwashing detergents – Biodegradable/eco-friendly, by demographics, February 2014
-
- Figure 91: Interest in different types of hand dishwashing detergents – Super concentrated, by demographics, February 2014
- Figure 92: Interest in different types of hand dishwashing detergents – Residue-free, by demographics, February 2014
-
- Figure 93: Interest in different types of hand dishwashing detergents – Phosphate and/or dye free, by demographics, February 2014
- Figure 94: Interest in different types of hand dishwashing detergents – Innovative natural ingredients, by demographics, February 2014
-
- Figure 95: Interest in different types of hand dishwashing detergents – With extra skincare function, by demographics, February 2014
- Figure 96: Interest in different types of hand dishwashing detergents – Refillable pack, by demographics, February 2014
-
- Figure 97: Interest in different types of hand dishwashing detergents – Innovative scents, by demographics, February 2014
- Figure 98: Interest in different types of hand dishwashing detergents – A multifunctional cleaner that can also be used to wash fruit/vegetables, by demographics, February 2014
-
- Figure 99: Interest in different types of hand dishwashing detergents – A multifunctional cleaner that can also be used to wash kitchenware, by demographics, February 2014
-
Appendix – Attitudes Towards Dishwashing Detergents
-
-
- Figure 100: Attitudes towards dishwashing detergents, February 2014
- Figure 101: Most popular attitudes towards dishwashing detergents, by demographics, February 2014
-
- Figure 102: Next most popular attitudes towards dishwashing detergents, by demographics, February 2014
- Figure 103: Other attitudes towards dishwashing detergents, by demographics, February 2014
-
Back to top