Table of Contents
Executive Summary
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- Market drivers
- The consumer
- Less home cooking changes demand for kitchen cleaning products
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- Figure 1: Frequency of cooking from scratch, December 2014
- Ownership of household appliances reflects the modernised lifestyle today
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- Figure 2: Ownership of household appliances, December 2014
- Most adults report doing most of the cleaning
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- Figure 3: Main person responsible for household cleaning, December 2014
- Floor cleaning is done most often
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- Figure 4: Frequency of doing different cleaning tasks, December 2014
- The most disliked cleaning task is range hood cleaning
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- Figure 5: Most disliked cleaning tasks, December 2014
- From no bad smell to having a pleasant home scent
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- Figure 6: Importance of different standards of cleanliness, December 2014
- Keeping the home clean is now a symbol of a healthy lifestyle
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- Figure 7: Consumer behaviour of and attitudes towards household cleaning, December 2014
- Key issues
- Household services will be the new growth engine
- Brands need to help young adults to make household cleaning easier
- A profound regional difference in how people think about and do household cleaning
- Scent has become an essential part of cleanliness
- What we think
Issues and Insights
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- Household services will be the new growth engine
- The facts
- The implications
- Brands need to help young adults to make household cleaning easier
- The facts
- The implications
- A profound regional difference in how people think about and do household cleaning
- The facts
- The implications
- Scent has become an essential part of cleanliness
- The facts
- The implications
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- Figure 8: New launches in household hard surface cleaning and care products in China, by fragrance component, 2014
- Figure 9: Examples of mood household care product in the US and Indonesia, 2005 and 2008
Trend Application
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- Home appliances are becoming “smart” to improve cleaning efficiency
- Let household cleaning lighten your mood
- Challenge the gender bias of household chore responsibility
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- Figure 10: Example of male-focused product in the US, 2014
Market Drivers
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- Key points
- Smaller households
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- Figure 11: Number of households and average household size in China, 2010-13
- Figure 12: Floor space of commercialised buildings sold in China, 2010-13
- An ageing population
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- Figure 13: Age composition of population in China, 2010-13
- Improved living standard
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- Figure 14: Proportion of urban population at year-end in China, 2010-13
- Figure 15: China per capita annual cash consumption expenditure for urban household on household facilities and articles, 2010-13
Segment Importance
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- Products for kitchen cleaning lead the market
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- Figure 16: Retail value sales of household cleaners and dishwashing products in China, 2011-14
- There are more hard surface new products being launched
The Consumer – Kitchen Usage
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- Key points
- About a quarter of respondents do not cook every day
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- Figure 17: Frequency of cooking from scratch, December 2014
- Males and young consumers cook less at home
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- Figure 18: Frequency of cooking from scratch, by gender and age, December 2014
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- Figure 19: Example of multipurpose cleaner in China and India, 2012-12 and 2013
- Southern consumers cook at home more frequently
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- Figure 20: Frequency of cooking from scratch, by region, December 2014
- Households with children or elderly cook more at home
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- Figure 21: Frequency of cooking from scratch, by children in household, age of children and live with elderly, December 2014
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- Figure 22: Examples of customised baby bottle washing detergent products, China, 2013 and 2015
- Home cooking frequency has a big impact on household cleaning
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- Figure 23: Doing different cleaning tasks more than once a week, by frequency of cooking, December 2014
The Consumer – Ownership of Household Appliances
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- Key points
- A modernising lifestyle
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- Figure 24: Ownership of household appliances, December 2014
- Consumers’ lifestage influence the ownership of home appliances
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- Figure 25: Ownership of household appliances, by age, children in household, age of children and live with elderly, December 2014
- Home appliances ownership is various among different regions
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- Figure 26: Ownership of household appliances, by city tier and region, December 2014
- Work environment influences consumers’ lifestyle
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- Figure 27: Ownership of household appliances, by type of organisation, December 2014
The Consumer – Household Cleaning Responsibility
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- Key points
- Majority of respondents claim to take charge of household cleaning
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- Figure 28: Main person responsible for household cleaning, December 2014
- Women still take the lead but there is a fairer gender balance among younger generations
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- Figure 29: Main person responsible for household cleaning, by gender and age, December 2014
- High earners do more household cleaning
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- Figure 30: Main person responsible for household cleaning, by age and monthly personal income, December 2014
- Households with children and elderly may seek help for cleaning
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- Figure 31: Household cleaning responsibility, by children in household, age of children and live with elderly, December 2014
The Consumer – Frequency of Doing Different Cleaning Tasks
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- Key points
- Frequent floor cleaning brings opportunities for new product innovation
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- Figure 32: Frequency of doing different cleaning tasks, December 2014
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- Figure 33: Floor cleaning wipes launched in China, 2009 and 2014
- Consumers in their forties do the cleaning more frequently
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- Figure 34: Doing selected different cleaning tasks more than once a week, by gender and age, December 2014
- Overall, Northerners claim to clean their home more often
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- Figure 35: Frequency of doing selected different cleaning tasks, by region, December 2014
The Consumer – Most Disliked Cleaning Tasks
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- Key points
- Cleaning the range hood is the most disliked task
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- Figure 36: Most disliked cleaning tasks, December 2014
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- Figure 37: Examples of range hood cleaners from domestic market, 2014
- Differences by gender and age
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- Figure 38: Most disliked cleaning tasks, by gender and age, December 2014
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- Figure 39: Examples of toilet cleaners claiming ease of use from domestic market, 2011- 14
- Regional differences
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- Figure 40: Most disliked cleaning tasks, by region, December 2014
- The sense of pride can be involved in range hood/stove cleaner advertising
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- Figure 41: Most disliked cleaning tasks, by agreement with the statement “Keeping my house clean gives me a sense of pride”, December 2014
- Polishing is a good starting point for professional services
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- Figure 42: Most disliked cleaning tasks, by agreement with the statement “I am willing to pay for professional household cleaning services”, December 2014
- Opportunities for more disposable cleaning products to handle stove cleaning
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- Figure 43: Most disliked cleaning tasks, by agreement with the statement “I prefer using disposable cleaning products”, December 2014
- Consumers who dislike cleaning range hoods and polishing tend to buy imported products
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- Figure 44: Most disliked cleaning tasks, by agreement with the statement “I have purchased imported household cleaning products in the last six months”, December 2014
The Consumer – What it Means to be Clean
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- Key points
- From no bad smell to having a pleasant home scent
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- Figure 45: Importance of different standards of cleanliness, December 2014
- Women set high standards of cleanliness
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- Figure 46: Importance of different standards of cleanliness, by gender, December 2014
- Income doesn’t have a significant impact on people’s definition of cleanliness
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- Figure 47: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by monthly personal income, December 2014
- People from North of China attach more importance to smells
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- Figure 48: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by region, December 2014
- Families with elderly people have a higher standard on household cleanliness
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- Figure 49: Importance of different standards of cleanliness, by household live with elderly, December 2014
- Disposable and imported cleaning product users tend to have high standards of cleanliness
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- Figure 50: Importance of different standards of cleanliness, by agreement on statements related to household cleaning, December 2014
The Consumer – Attitudes towards Household Cleaning
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- Key points
- Keeping the home clean is now a symbol of a healthy lifestyle
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- Figure 51: Consumer attitudes towards lifestyle-related statements of household cleaning, December 2014
- More females think it is their responsibility to keep the home clean than males
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- Figure 52: Consumer attitudes towards lifestyle-related statements of household cleaning, by gender, December 2014
- Germ cleaning is becoming an essential for household cleaning
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- Figure 53: Selected consumer behaviour and attitudinal statements on household cleaning, December 2014
- Tier two and three consumers are less tolerant with untidy areas
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- Figure 54: Selected consumer behaviour statements on household cleaning, by city tier, December 2014
- Emerging trends of buying imported products, using professional services and new product formats
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- Figure 55: Consumer attitude towards product-related statements of household cleaning, December 2014
- West region is less engaged in home cleaning
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- Figure 56: Agreement with statements related to household cleaning, by region, December 2014
- Households with children and elderly people are more sensitive to germs
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- Figure 57: Agreement with statements related to household cleaning, by house with children and elderly, December 2014
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