Table of Contents
Overview
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- What you need to know
- Covered in this report
- Sub-group definitions
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of retail value sales of laundry and fabric care products, China, 2012-22
- Companies and brands
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- Figure 2: Market share of leading companies in laundry and fabric care market, China, 2015 and 2016
- The consumer
- One third of consumers are Practical Users, as the biggest segment
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- Figure 3: Consumer segmentation based on their attitudes towards laundry, April 2017
- Capsule/pod format lacks enough momentum to compete with other products
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- Figure 4: Laundry and fabric care products used in the last six months, April 2017
- Usage barriers vary with consumers’ demographic features
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- Figure 5: Reasons for not using fabric conditioner/softener, April 2017
- Consumers are function-driven when shopping online
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- Figure 6: Most used product search methods for online shopping, April 2017
- Practical functions are more appealing to consumers
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- Figure 7: Interested product attributes, April 2017
- Safety claims and ingredients are important to express product mildness
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- Figure 8: Mild product features, April 2017
- What we think
Issues and Insights
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- Expect a market segmented by functions
- The facts
- The implications
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- Figure 9: Omo’s new product ranges, China, 2017
- Engage young consumers from the off
- The facts
- The implications
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- Figure 10: Example of Purex power shot detergent, Canada, 2015
- Different usage barriers to conquer for fabric conditioner/softener
- The facts
- The implications
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- Figure 11: Examples of Downy’s campaign, US, 2016
The Market – What You Need to Know
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- Flat growth will continue
- Premiumisation as the major market driver
- Shifting from powder to liquid detergents
Market Size and Forecast
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- Growth slows down and remains flat since 2015
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- Figure 12: Market value and annual growth rate of laundry and fabric care market, China, 2013-17 (est)
- Future growth depends on premiumisation
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- Figure 13: Best- and worst-case forecast of retail value sales of laundry and fabric care products, China, 2012-22
Market Factors
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- Increasing number of households drives consumption
- Consumers expect laundry detergents to have additional functions
- Opportunities for concentrated liquid laundry detergents
- Hard to broaden the usage of fabric conditioner/softener
Market Segmentation
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- The shift towards liquid continues for laundry detergents
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- Figure 14: Segment value share of laundry detergents, 2012-17 (est)
- Conditioners/softeners and laundry aids haven’t picked up
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- Figure 15: Market value of laundry and fabric care market, by segment, China, 2015-17 (est)
Key Players – What You Need to Know
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- Liby and Nice further consolidated their leading positions
- Active new product development in this category
Market Share
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- Liby and Nice increase leads over P&G and Unilever
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- Figure 16: Market share of leading companies in laundry and fabric care market, China, 2015 and 2016
- Blue moon saw further decline in market share
- Rising players are worthy of attention
Competitive Strategies
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- Continuous product innovations stimulate consumers
- Resonate with the younger generation
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- Figure 17: Omo’s ‘Live fully with Omo’ campaign, China, 2017
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- Figure 18: Example of Blue moon’s campaign targeting college students, China, 2017
- Introduce premium products through e-commerce
- Sunshine is the new popular scent
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- Figure 19: Examples of sunshine scented laundry products, China, 2015-17
Who’s Innovating?
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- More diversified formats, but liquid is still the mainstream
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- Figure 20: Share of new launches of automatic detergents, by format type, China, 2015-16
- Lavender scent by far the most popular
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- Figure 21: Top floral fragrances of new laundry and fabric care product launches, China, 2015-16
- No additives claims are on the rise
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- Figure 22: Top claims of new laundry and fabric care product launches, China, 2015-16
- Innovative products
- Scents specially designed for men
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- Figure 23: Example of laundry and fabric care product with scent specially designed for men, Poland, 2016
- Innovative scented products
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- Figure 24: Examples of laundry products with location-themed fragrance
- Figure 25: Examples of laundry products with long-lasting fragrance
- Hypoallergenic fabric care
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- Figure 26: Examples of hypoallergenic laundry and fabric care products, South Korea and South Africa, 2016 and 2017
- Charcoal odour control in fabric care
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- Figure 27: Example of charcoal laundry and fabric care product, Singapore, 2017
- Pollution-proof fabric care
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- Figure 28: Example of pollution-proof fabric care product, South Korea, 2016
- For specialised fabrics and garments
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- Figure 29: Examples of laundry and fabric care products for specialised fabrics and garments, Indonesia, India and UK, 2016
The Consumer – What You Need to Know
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- Practical Users and Unsatisfied Users contribute to over half of consumers
- Liquid detergent achieved the highest penetration
- 40% of non-users not familiar with the benefits of fabric conditioner
- Filtering by product function most frequent when shopping online
- High demand for colour protection, deodorisation and anti-bacterial
- ‘Doesn’t cause skin irritation’ is easily associated with product mildness
Attitudes towards Laundry
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- Four types of consumers
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- Figure 30: Consumer segmentation based on their attitudes towards laundry, April 2017
- Practical Users value practical results
- Unsatisfied Users raise red flags
- Laundry could be a highlight in Experience Hunters’ lives
- The Unconcerned just want to get it done
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- Figure 31: Attitudes towards laundry (% of strongly agree), by consumer segmentation, April 2017
Product Usage
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- Liquid remains the most popular format of detergent
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- Figure 32: Laundry and fabric care products used in the last six months, April 2017
- Capsule/pod hasn’t achieved widespread usage
- Males become more sophisticated after age 25
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- Figure 33: Fabric care products used in the last six months, by gender and age, April 2017
- Fabric conditioner/softener brands need to pay attention to Unsatisfied Users
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- Figure 34: Laundry and fabric care products used in the last six months, by consumer segmentation, April 2017
Barriers of Using Fabric Conditioner/softener
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- Males are novices, while females are looking for convenience
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- Figure 35: Reasons for not using fabric conditioner/softener, by gender, April 2017
- High earners are doubters
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- Figure 36: Reasons for not using fabric conditioner/softener, by monthly household income, April 2017
- Consumers in their 30s use 2-in-1 products as an alternative
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- Figure 37: Reasons for not using fabric conditioner/softener, by age, April 2017
Product Search Methods for Online Shopping
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- Based on product features rather than price
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- Figure 38: Most used product search methods for online shopping, April 2017
- Consumers tend to sort by sales volume rather than reviews
- Young and single consumers look directly for brand
- Consumers from different regions have different behaviours
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- Figure 39: Most used product search methods for online shopping, by region, April 2017
Interested Product Attributes
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- Colour protection is the most sought-after benefit
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- Figure 40: Interested product attributes, April 2017
- High earners have greater need for deodorisation
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- Figure 41: Interested product attributes, by monthly household income, April 2017
- Some product features have regional appeal
- Practical Users and Experience Hunters more curious about new product features
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- Figure 42: Interested product attributes, by consumer segmentation, April 2017
Mild Product Features
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- Safety claims most helpful for building associations with mildness
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- Figure 43: Mild product features, April 2017
- Made from vs free from
- Enzymes/bicarb haven’t got wide acceptance
- Scent plays an important role
- Concentrated liquid and low foaming preferred over dilute liquid
Meet the Mintropolitans
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- Mintropolitans pay more attention to product functions
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- Figure 44: Most used product search methods for online shopping, by consumer classification, April 2017
- Mintropolitans need more efficient laundry solutions
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- Figure 45: Attitudes towards laundry (% of strongly agree), by consumer classification, April 2017
Appendix – Market Size and Forecast
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- Figure 46: Market value of laundry and fabric care market, China, 2012-22
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Appendix – Market Segmentation
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- Figure 47: Best- and worst-case forecast of retail value sales of laundry detergents, China, 2012-22
- Figure 48: Best- and worst-case forecast of retail value sales of fabric conditioners & softeners, China, 2012-22
- Figure 49: Best- and worst-case forecast of retail value sales of laundry aids, China, 2012-22
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Appendix – Methodology
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- Methodology
- Fan chart forecast
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