Table of Contents
Executive Summary
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- The market
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- Figure 2: Total market value sales of laundry and fabric care market, China, 2010-20
- Companies and brands
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- Figure 3: Top 10 companies’ market share in laundry and fabric care, by retail sales value, China, 2013 and 2014
- The consumer
- Consumers’ laundry habits vary across different items
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- Figure 4: Laundry habits at home, April 2015
- Liquid detergent comes out on the top of the list by popularity
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- Figure 5: Usage of laundry and fabric care products, April 2015
- Tough stain remains as the number one issue, but other expectations are on the rise
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- Figure 6: Improvements for laundry performance, April 2015
- Multifunction feature is most welcomed by consumers
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- Figure 7: Features of an ideal laundry detergent, April 2015
- Consumers have strong interests in buying convenience-driven and environmentally friendly products
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- Figure 8: Interest in different laundry product innovations, April 2015
- 41% of consumers are interested in booking laundry services online
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- Figure 9: Attitudes towards laundry responsibility, April 2015
- There are still opportunities for conditioners/softeners
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- Figure 10: Attitudes towards using laundry and fabric care products, April 2015
- Key issues
- How to market to young consumers?
- Opportunities to promote fabric care products designed for kids
- Other than plant ingredients, what else can reassure product safety?
- What we think
Issues and Insights
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- How to market to young consumers?
- The facts
- The implications
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- Figure 11: Lenor Happiness Princess Pearl & Dream fragrance fabric softener, Japan, 2013
- Opportunities to promote fabric care products designed for kids
- The facts
- The implications
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- Figure 12: Differences in claims between general products and products for kids launched in laundry and fabric care market, China, 2014-15
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- Figure 13: Examples of laundry and fabric care products targeting kids in different age ranges, Ukraine and France, 2013-15
- Other than plant ingredients, what else can reassure product safety?
- The facts
- The implications
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- Figure 14: The percentage of new product launches with “dermatologically tested” claim in laundry and fabric care market, global and China, 2010-14
Market Size and Forecast
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- Key points
- Laundry and fabric care market growth slowed down in 2014
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- Figure 15: Total value sales of laundry and fabric care market, China, 2009-15
- There is scope for further growth in consumption
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- Figure 16: Top eight laundry and fabric care product markets globally, by market value, per capita spend and growth, 2013
- The forecast – Modest growth in the next five years
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- Figure 17: Total market value sales of laundry and fabric care market, China, 2010-20
- Forecast methodology
- Market drivers
- Increasing number of households
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- Figure 18: Number of households and average household size in China, 2010-13
- Consumers are more knowledgeable in terms of laundry and fabric care
- Manufacturers can also push consumers to upgrade
- Growth challenges
- Cost of production is subject to petroleum price fluctuation
- Professional services could also be a threat to B2C market
- Using personal care products instead
Market Segmentation
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- Key points
- New product launches help laundry detergent maintain its dominant position
- Laundry detergent accounts for more than 90% market share
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- Figure 19: Sales value and growth of laundry and fabric care, by segment, 2012-15
- Figure 20: New product launches in the China laundry and fabric care market, by product segment, 2010-15
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- Figure 21: Total market value sales of laundry detergent segment, China, 2010-20
- Internal competition is intense
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- Figure 22: Sales value and growth of laundry detergent, by segment, 2012-15
- Conditioner/softener segment enjoyed the highest growth
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- Figure 23: Total market value sales of fabric conditioner/softener segment, China, 2010-20
- Laundry aids struggle to keep up with the growth seen in other segments
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- Figure 24: Total market value sales of laundry aids segment, China, 2010-20
Market Share
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- Key points
- A good year for domestic players
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- Figure 25: Top 10 companies’ market share in laundry and fabric care, by retail sales value, China, 2013 and 2014
Who’s Innovating?
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- Key points
- Players in the market become cautious
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- Figure 26: New product launches in the China laundry and fabric care market, by launch type, 2011-15
- “No additives” has increased most obviously over 2011-14 period
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- Figure 27: Top claims in new laundry and fabric care products launched in China, 2011-15
- Functional innovations
- Fabric conditioners go beyond scent and soft feel
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- Figure 28: New conditioner/softener product launches with advanced functions, US and Brazil, 2014-15
- More anti-mite products come out
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- Figure 29: Selected claim on new laundry and fabric care product launch, China, 2010-14
- Figure 30: New laundry and fabric care product launches with anti-mite claim, Korea and China, 2015
- Wash in one load can help to attract more consumers
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- Figure 31: New laundry and fabric care product launches which claim to provide convenience to consumers, Canada and US, 2014
- Sweat removal is another selling point
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- Figure 32: New laundry and fabric care product launches with sweat removal claim, Italy, 2014
- Packaging innovations
- The packaging of laundry detergents focuses on enhanced stain removal
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- Figure 33: New laundry detergent product launches with enhanced stain-removing functions, China, Colombia and Korea, 2014-15
- Auto dosing system helps consumers avoid overusing liquid detergents
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- Figure 34: New laundry detergent product launches with automatic dosing system, France and Canada, 2015
- Ingredient innovations
- Popularity of essential oils in beauty markets moves into household
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- Figure 35: The percentage of new product launches with essential oil as ingredient in laundry and fabric care market, global and China, 2010-14
- Figure 36: New laundry detergent product launches with essential oils, China and Holland, 2014-15
- More herbs have been adopted in laundry detergent products
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- Figure 37: New laundry detergent product launches with special herb as ingredient, China, 2014-15
- Spotlight on NPD with probiotics
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- Figure 38: New laundry detergent product launches with probiotics, Holland and South Africa, 2014
Companies and Brands
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- Liby Group Co., Ltd.
- Company background and brand overview
- Latest development
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- Figure 39: Marketing investment by Liby in TV show I am a Singer, 2013-15
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- Figure 40: Liby’s new liquid detergents, China, 2014-15
- Nice Group
- Company background and brand overview
- Latest development
- Procter & Gamble Co.
- Company background and brand overview
- Latest development
- Unilever Plc
- Company background and brand overview
- Latest development
- Guangzhou Bluemoon Co., Ltd.
- Company background and brand overview
- Latest development
- Kao Group
- Company background and brand overview
The Consumer – How People Wash Different Clothes at Home
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- Key points
- Consumers’ laundry habits vary across different items
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- Figure 41: Laundry habits at home, April 2015
- Market opportunity for hand-washing detergents
- Demographic differences
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- Figure 42: Ways to wash underwear and socks, by gender and monthly household income, April 2015
The Consumer – Types of Laundry and Fabric Care Products Used
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- Key points
- Liquid detergent comes out on the top of the list by popularity
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- Figure 43: Usage of laundry and fabric care products, April 2015
- Trends in product usage
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- Figure 44: Usage of laundry and fabric care products, 2014 and 2015
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- Figure 45: Usage of laundry and fabric care products, by age, 2014 and 2015
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- Figure 46: Usage of laundry and fabric care products among consumers in tier one cities, 2014 and 2015
- Regional differences
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- Figure 47: Usage of laundry and fabric care products, by city, April 2015
- An opportunity for bundled sales
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- Figure 48: Usage of selected laundry and fabric care products, by usage of laundry and fabric care products, April 2015
The Consumer – Improvements for Laundry Performance
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- Key points
- Tough stain remains as the number one issue, but other expectations are on the rise
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- Figure 49: Improvements for laundry performance, April 2015
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- Figure 50: Comparison of improvements for laundry performance, 2014 and 2015
- Different consumers pay attention to different problems
- By age
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- Figure 51: Improvements for laundry performance, by age, April 2015
- By household income
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- Figure 52: Improvements for laundry performance, by household income, April 2015
- By city tier
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- Figure 53: Improvements for laundry performance, by city tier, April 2015
The Consumer – Features of an Ideal Laundry Detergent
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- Key points
- Multifunction feature is most welcomed by consumers
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- Figure 54: Features of an ideal laundry detergent, April 2015
- Different preferences by demographics
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- Figure 55: Features of an ideal laundry detergent, by age, April 2015
- High earners show more interest in natural ingredients
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- Figure 56: Consumers who would like to see products made from plant ingredients, by household income, April 2015
The Consumer – Interest in New Product Innovations
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- Key points
- Convenience-driven and environmentally friendly products are most appealing
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- Figure 57: Interest in different laundry product innovations, April 2015
- An opportunity to promote popular products
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- Figure 58: Consumers who are interested in and would like to buy different laundry products, by household income, April 2015
- City tier differences
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- Figure 59: Consumers who are interested in and would like to buy different laundry products, by city tier, April 2015
The Consumer – Attitudes towards Laundry and Fabric Care
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- Key points
- 41% of consumers are interested in booking laundry services online
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- Figure 60: Attitudes towards laundry responsibility, April 2015
- There are still opportunities for conditioners/softeners
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- Figure 61: Attitudes towards using laundry and fabric care products, April 2015
- The majority still believe pre-treating is a necessary step
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- Figure 62: Attitudes towards pre-treating clothes, April 2015
- Products targeting kids have the potential to increase
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- Figure 63: Attitudes towards washing children’s clothes at home, April 2015
Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 64: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
- Figure 65: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
- MinT use laundry services for more types of clothes
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- Figure 66: Consumers who use laundromat for different clothes, by MinT and Non-MinT, April 2015
- MinT use more types of laundry products, leaping ahead especially in specialised fabric care
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- Figure 67: Types of laundry and fabric care products used, by MinT and Non-MinT, April 2015
- In general MinT and Non-MinT share similar opinions in terms of laundry detergent
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- Figure 68: Features of an ideal laundry detergent, by MinT and Non-MinT, April 2015
- MinT are more sophisticated in doing laundry
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- Figure 69: Attitudes towards laundry and fabric care, By MinT and non-MinT, April 2015
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