What you need to know

Chinese consumers continue to be actively engaged in household cleaning, and show positive attitudes towards it. With the help of effective household cleaners and innovative cleaning tools, cleaning the house is no longer a tedious and exhausting chore, but has some emotional benefits besides maintaining a healthy living environment. This spells good news for brands in the household cleaning market to change the image of the category as ‘low-engagement’ commodities, by reacting to changes in modern consumers’ lifestyles and providing extra health benefits beyond cleaning.

Covered in this Report

This Report looks into consumer attitudes and behaviours towards household cleaning, which includes cleaning rooms (eg kitchen, bathroom, and living room), furniture, household appliances and other household hard surfaces. Dishing washing and laundry are excluded.

Household cleaners covered in this Report include toilet cleaner, kitchen cleaner, window/glass cleaner, bathroom/tile cleaner, floor cleaner, drain cleaner, household appliance cleaner, furniture care products and bleach/disinfectants.

Sub-group definitions (by monthly household income)

Mintel divides consumers into three groups based on their monthly household income.

Tier one cities Tier two and lower cities
High household income RMB18,000 and above RMB16,000 and above
Mid household income RMB10,000-17,999 RMB9,000-15,999
Low household income RMB6,000-9,999 RMB5,000-8,999
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