Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of total value sales of laundry and fabric care market, China, 2013-23
- Companies and brands
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- Figure 2: Market share of leading companies in laundry and fabric care market, China, 2016-17
- The consumer
- Product usage has slightly increased over 2017
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- Figure 3: Products used in the last six months, 2017 vs 2018
- Effect is the most important reason
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- Figure 4: Reasons for using concentrated laundry liquid, April 2018
- Younger consumers are lacking product education
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- Figure 5: Reasons for not using concentrated laundry liquid, April 2018
- Safety appeals to females more than to males
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- Figure 6: Emphasis of attention, by gender, April 2018
- Protecting skin is most acceptable to prove safety
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- Figure 7: Safety product features, April 2018
- Parents are willing to pay more to protect baby skin
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- Figure 8: Premium factors of babies’ laundry products, April 2018
- What we think
Issues and Insights
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- Concentrated laundry liquid needs more consumer education
- The facts
- The implications
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- Figure 9: Blue Moon ‘Concentrated +’ formula education, China
- Product segmentation brings more opportunities
- The facts
- The implications
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- Figure 10: Tide Simply Free & Sensitive laundry Liquid, US, 2017
- How can brands prove ‘safety’?
- The facts
- The implications
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- Figure 11: Ecostore safety support
- Figure 12: Unilever avocado laundry liquid
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- Figure 13: Bioecofamily safety proof
The Market – What You Need to Know
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- Sustained stable market growth in China
- Innovations and premium products fuel the market
Market Size and Forecast
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- Stable and slow growth continues
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- Figure 14: Best- and worst-case forecast of total value sales of Laundry and Fabric Care market, China, 2013-23
- Innovation drives future growth
Market Drivers
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- Technology innovation in concentrated laundry liquid
- More standardised regulation in the market
- Co-creation with washing machines
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- Figure 15: Liby laundry and fabric care products specialized for LittleSwan washing machine, China, 2017
- Figure 16: Electrolux washing machine for pods
- Debut of premium brands cultivates Chinese consumers
Market Segmentation
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- Laundry detergent
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- Figure 17: Chaoneng concentrated
- Figure 18: Best- and worst-case forecast of total value sales of laundry detergent market, China, 2013-23
- Fabric conditioners and softeners
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- Figure 19: Best- and worst-case forecast of total value sales of fabric conditioners and softeners market, China, 2013-23
- Laundry aids
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- Figure 20: Best- and worst-case forecast of total value sales of laundry aids market, China, 2013-23
Key Players – What You Need to Know
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- Liby and Nice continue leading the market
- Niche demands bring opportunity
Market Share
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- Leading brands further consolidate leading position
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- Figure 21: Market share of leading companies in laundry and fabric care market, China, 2016-17
- Decline of Blue Moon slowed down
- Emerging brands show strong competitiveness
Competitive Strategies
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- Develop niche segment
- Make quicker responses
- Build moral brand image
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- Figure 22: Charlie's Soap biodegradable laundry powder, US, 2018
- Enhance product portfolio
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- Figure 23: Ariel three-color capsule, China
- Figure 24: Walch Fabric conditioner capsule, China
Who’s Innovating?
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- ‘Botanical/Herbal’ and ‘No additives/Preservatives’ are on rise
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- Figure 25: Top claims of new laundry and fabric care product launches, China, 2016-17
- Innovation in ultra-concentrated formula
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- Figure 26: New ultra-concentrated laundry and fabric care product launches, China, 2018
- Create more usage occasions
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- Figure 27: New laundry liquid launches claim various usage occasions, UK, 2018
- Figure 28: New Laundry and fabric care products launch for sportswear, US and Slovakia, 2017
- Take care of sensitive skin
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- Figure 29: New laundry detergent launches for sensitive skin, US, 2017
- Link product with emotional resonance
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- Figure 30: New laundry and fabric care product launches with emotional resonance, South Korea and Egypt, 2017
- Natural fragrances
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- Figure 31: New laundry and fabric care product launches with nature claim, South Korea, 2018
The Consumer – What You Need to Know
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- Capsule and specialised laundry products have potential
- Younger consumers are more influenced by online buzz
- Unfamiliar with Concentrated Laundry Liquid hinders
- Safety more important than results
- Good to skin can prove the safety
- Babies’ skin matters the most
Product Usage
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- Capsule has gained larger popularity
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- Figure 32: Product used in the last six months, 2017 vs 2018
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- Figure 33: P&G don’t eat pods campaign
- Niche products have potential
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- Figure 34: Product used in the last six months, April 2018
- Affluent families care more about specific fabric care
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- Figure 35: Product used in the last six months, by monthly household income, April 2018
Reasons for Using Concentrated Laundry Liquid
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- Results matter the most
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- Figure 36: Reasons for using concentrated laundry liquid, April 2018
- Superior product features attract affluent families more
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- Figure 37: Reasons for using concentrated laundry liquid, by monthly household income, April 2018
- Younger consumers are driven by curiosity and online buzz
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- Figure 38: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
- Males aged 30-39 have more practical reasons
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- Figure 39: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
Reasons for Not Using Concentrated Laundry Liquid
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- Consumers still need to be educated
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- Figure 40: Lion MEE natural ingredient
- Figure 41: Reasons for not using concentrated laundry liquid, April 2018
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- Figure 42: Chaoneng usage method and amount education, China
- Younger consumers know less about concentrated laundry liquid than older consumers
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- Figure 43: Selected reasons for not using concentrated laundry liquid, by age, April 2018
- Consumers in tier one cities are more difficult to persuade
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- Figure 44: Selected reasons for not using concentrated laundry liquid, by city tier, April 2018
- Same situation in high household income consumers
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- Figure 45: Selected reasons for not using concentrated laundry liquid, by monthly household income, April 2018
Attitudes towards Laundry and Fabric Care Products
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- Majority of consumers separate different fabrics when doing laundry
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- Figure 46: Laundry habits of separating different fabrics when doing laundry, April 2018
- Local brands should continue building confidence among consumers
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- Figure 47: Brand preference, April 2018
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- Figure 48: Liby capsule marketing, China
- Figure 49: Lonkey Capsule in New York Fashion Week
- Ethical stance
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- Figure 50: Attitude towards ‘eco-friendly’, April 2018
- Figure 51: Ecover non-bio laundry liquid
- Formula innovations more alluring than new scent
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- Figure 52: Attitude towards innovation, April 2018
- Fabric conditioner needs more innovation
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- Figure 53: Attitude towards fabric conditioner, April 2018
- Figure 54: Ypê Alquimia mixed laundry conditioner, Brazil
- Younger women don’t perceive concentrated laundry liquid to be safer
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- Figure 55: Attitude towards concentrated laundry liquid, by gender and age, April 2018
- Males pay attention to results while females focus on safety
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- Figure 56: Emphasis of attention, by gender, April 2018
- Affluent families expect more innovation
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- Figure 57: Attitude towards product innovation, by monthly household income level, April 2018
- Younger females trust more about transparent label
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- Figure 58: Attitude towards reliable products, by gender and age, April 2018
Safety Product Features
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- Safety is most related to skin condition
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- Figure 59: Safety product features, April 2018
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- Figure 60: Diao uses ‘can be used in baby clothes’ to target adults
- Females care more about ingredient
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- Figure 61: Safety product features, by gender and age, April 2018
- Enzymes has potential in proving safety
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- Figure 62: Safety product features vs mild product features, 2018 vs 2017
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- Figure 63: OMO new launch of enzyme capsule, China, 2018
Premium Factors in Babies’ Laundry Products
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- Avoiding skin irritation is the factor parents are willing to pay extra for
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- Figure 64: Premium factors of babies’ laundry products, April 2018
- Authentication from professional organization particularly appeals to affluent households
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- Figure 65: Premium factors of babies’ laundry products (interested and willing to pay more), by monthly household income, April 2018
Meet the Mintropolitans
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- Mintropolitans care about environment more
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- Figure 66: Reasons for using concentrated laundry liquid, by consumer classification, April 2018
- Mintropolitans have more worries about concentrated laundry liquid
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- Figure 67: Reasons for not using concentrated laundry liquid, by consumer classification, April 2018
- But still believe concentrated laundry liquid is suitable for sensitive skin
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- Figure 68: Attitude towards concentrated laundry liquid, by consumer classification, April 2018
- Mintropolitans trust imported brands more
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- Figure 69: Brand preference, by consumer classification, April 2018
Appendix – Market Size and Forecast
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- Figure 70: Total value sales of laundry and fabric care market, China 2013-23
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Appendix – Market Segmentation
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- Figure 71: Total value sales of laundry detergent market, China 2013-23
- Figure 72: Total value sales of laundry conditioners and softeners market, China 2013-23
- Figure 73: Total value sales of laundry aids market, China 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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