The laundry and fabric care market maintained stable growth in 2018 and Mintel forecasts the market to grow at a value CAGR (Compound Annual Growth Rate) of 3.6% over 2018-23. Potential in concentrated laundry detergents and other specific product innovation is contributing to the market growth.

Consumers have become more sophisticated in their laundry routines as they are using more types of laundry products than before, and they are especially more interested in capsule and specialised fabric care products. Concentrated laundry liquid wins in terms of consumer perceptions of what constitutes the most effective laundry product, but lacks sufficient consumer cultivation. The importance of proving safety requires credentials when it comes to dermatology is essential to fostering greater consumer trust.

The laundry and fabric care market covers laundry detergents, fabric conditioners & softeners and laundry aids. Market size comprises sales through all retail channels including direct to consumer and excludes sales to professional laundries and launderettes.

• Laundry detergents include machine wash liquid detergents, other machine wash detergents (including powders, capsules and tablets) and hand wash detergents (soap bars, hand wash liquid detergent and others).

• Fabric conditioners & softeners include standard and concentrated conditioners, and softeners.

• Laundry aids include stain removers, ironing aids, whiteness and colour care products and other ancillary products for fabric care.

The laundry and fabric care market doesn’t cover air fresheners, washing machine decalcifiers/water softeners (to protect machines) such as Calgon.

• Low household income is defined as RMB 5,000-9,999 in tier one cities; RMB 4,000-7,999 in tier two and three cities.

• Mid household income is defined as RMB 10,000-15,999 in tier one cities; RMB 8,000-13,999 in tier two and three cities.

• High household income is defined as RMB > =16,000 in tier one cities; RMB > =14,000 in tier two and three cities.