Table of Contents
Overview
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- What you need to know
- Covered in this report
- Excluded
- Subgroup definitions (by Monthly Household Income)
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, 2014-24
- Companies and Brands
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- Figure 2: Market share of leading companies in laundry and fabric care market, China, 2017-18
- The Consumer
- More men do laundry at home in 2019
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- Figure 3: Laundry responsibility, male, 2018 vs 2019
- Capsules/pods still faces challenge in adoption
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- Figure 4: Product used in the last six months, April 2019
- Results is the most important reason
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- Figure 5: Reasons for using capsule/pod, April 2019
- Lack of knowledge hinders the usage of capsules
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- Figure 6: Reasons for not using capsule/pod, April 2019
- More than half of consumers prefer hygiene related functions
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- Figure 7: Interested product functions, April 2019
- Specialised laundry products for underwear/pants are perceived as safer
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- Figure 8: Underwear washing behaviour and attitudes, April 2019
- What we think
Issues and Insights
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- The future of laundry capsules in China
- The facts
- The implications
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- Figure 9: P&G 3-in-1 capsule, China
- Figure 10: Liby smaller sized laundry liquid, China
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- Figure 11: Examples of attractive laundry capsules, China
- Figure 12: Rocket Girls 101 endorse Tide capsule, China
- Focus on underwear/pants washing demand
- The facts
- The implications
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- Figure 13: Botare Underwear Soap, China
- Figure 14: Liby Miss underwear wash liquid, China
- Treat clothes as people’s skin
- The facts
- The implications
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- Figure 15: Love Home and Planet Amino Acid Laundry Detergent, China, 2019
- Figure 16: Tide ‘Anti-aging’ Laundry Liquid, China
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- Figure 17: Liby Laundry Serum, China, 2019
The Market -What you need to know
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- Sustained market growth
- Premiumisation and niche products are the main drivers
Market Size and Forecast
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- Flat growth continues
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- Figure 18: Best- and worst-case forecast of total value sales of laundry and fabric care market, China, 2014-24
Market Factors
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- More standardised regulation
- Product premiumisation drives the market growth
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- Figure 19: New fabric care launches, by price range, China, 2016-18
- Production decreased
Market Segmentation
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- Laundry detergent
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- Figure 20: Best- and worst-case forecast of total value sales of laundry detergent market, China, 2014-24
- Figure 21: New automatic detergents launches, by format, China, 2016 - 18
- Fabric conditioners and softeners
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- Figure 22: Best- and worst-case forecast of total value sales of fabric conditioners and softeners market, China, 2014-24
- Figure 23: New fabric care product launches, by sub-category, China, 2017-18
- Laundry aids
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- Figure 24: Best- and worst-case forecast of total value sales of laundry aids market, China, 2014-24
Key Players -What you need to know
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- Domestic manufacturers enjoyed most growth
- Product innovation and expanding touch points to draw attention
- Investment in safety claims
Market share
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- Local brands still lead the market
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- Figure 25: Leading manufacturers’ share in value sales of laundry and fabric care products, China, 2017-18
- Bluemoon started to gain share
- International brands bring imported products
Competitive Strategies
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- Convey an eco-friendly message
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- Figure 26: Liby water-saving information, China
- Figure 27: DS3 Clearly Cleaner Laundry Wash, US, 2019
- Develop more channels to reach more consumers
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- Figure 28: Kispa ‘Laundry Dance’ on TikTok, China
- Invest in specialised fabric care
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- Figure 29: P&G Fiber Id Laundry Detergent, China
- Figure 30: Liby laundry and fabric care product classification, China
- Cross-category cooperation
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- Figure 31: Nice Group ‘Avengers’ Laundry Liquid, China, 2019
- Figure 32: Liby * NetEase Cloud Music Laundry Capsules for Spring Festival, China, 2019
Who’s Innovating?
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- ‘Botanical/herbal’ still on rise
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- Figure 33: Top claims of new launches fabric care products, China, 2017-18
- Safety focused on ‘natural’ claim in China
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- Figure 34: New fabric care product launches, by claim and country, 2018
- Skin friendly
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- Figure 35: New fabric care product launches with skin-friendly claim, China and US, 2018
- Modern lifestyles bring opportunities
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- Figure 36: New fabric care product launches targeting modern lifestyle, Germany and US, 2018
- Use essential oils to protect clothes
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- Figure 37: New fabric care product launches with essential oils, China and Poland, 2019
- Spray format for more convenience
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- Figure 38: New clothes spray launches, China and UK, 2018 and 2019
The Consumer - What you need to know
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- Men become more active in laundry duties compared to 2018
- In-wash scent booster and capsules are still niche
- More men are influenced by environmental friendly claim than women
- Unfamiliarity with capsules/pods hinders
- 85% of consumers’ demand could be satisfied by covering three functions
- Almost universal recognition of washing underwear separately
Laundry Responsibility
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- Women still shoulder the main duty
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- Figure 39: Laundry responsibility, by gender, April 2019
- But men are doing more than in 2018
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- Figure 40: Laundry responsibility, male, 2018 vs 2019
Product Usage
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- 17% of consumers have used in-wash scent booster
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- Figure 41: Product used in the last six months, April 2019
- The penetration of soap bar surpasses powder among females
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- Figure 42: Product used in the last six months, by gender, April 2019
- Capsules and laundry products for underwear are more adopted by women
- Income is a more influential factor than city tier
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- Figure 43: Gap of product used in the last six months, by monthly household income and city tier, April 2019
- Urbanites in high tier cities show stronger adoption of germicide liquid
Reasons for Using Capsules/Pods
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- Results and functions rather than convenience are main drivers
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- Figure 44: Reasons for using capsule/pod, April 2019
- Men pay more attention to the environment while attractive packaging appeals to women more
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- Figure 45: Reasons for using capsule/pod, by gender, April 2019
- Tier one cities’ urbanites value high level of convenience over multiple functions
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- Figure 46: Reasons for using capsule/pod, by city tier, April 2019
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- Figure 47: Lonkey Elegant Freesia Scented Laundry Capsule, China, 2018
Reasons for Not Using Capsules/Pods
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- Unfamiliarity, not price, is the top barrier
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- Figure 48: Reasons for not using capsule/pod, April 2019
- Indifference is a more serious barrier for men
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- Figure 49: Reasons for not using capsule/pod, by gender, April 2019
- Income and city tier not particularly influential
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- Figure 50: Reasons for not using capsule/pod, by monthly household income and city tier, April 2019
Interested Product Functions
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- Basic functions still dominate
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- Figure 51: Interested product functions, April 2019
- Top three functions can reach 85% of consumers
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- Figure 52: TURF analysis of interested product functions, April 2019
- Men worry about mould while women want colour and fibre protection more
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- Figure 53: Interested product functions, by gender, April 2019
- Affluent demographic’s interest in softening benefit differentiates from low earners most
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- Figure 54: Interested product functions, by monthly household income and city tier, April 2019
Underwear Washing Behaviour and Attitudes
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- Majority of consumers wash underwear/pants separately
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- Figure 55: Underwear washing behaviour and attitudes, April 2019
- Men don’t fall too far behind in underwear washing
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- Figure 56: Underwear washing behaviour and attitudes, by gender, April 2019
- Affluent consumers show higher hygiene requirements for underwear/pants
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- Figure 57: Underwear wash behaviour and attitudes, by monthly household income, April 2019
- Consumers in lower tier cities more interested in labour-saving devices
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- Figure 58: Underwear washing behaviour and attitudes, by city tier, April 2019
Meet the Mintropolitans
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- Multiple functions is where biggest gap in capsule usage lies
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- Figure 59: Reasons for using capsule/pod, by consumer classification, April 2019
- Usage amount turns out to be the biggest barrier for Mintropolitans
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- Figure 60: Reasons for not using capsule/pod, by consumer classification, April 2019
- Willingness to buy labour-saving devices is similar
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- Figure 61: Underwear washing behaviours and attitudes, by consumer classification, April 2019
Appendix: Market Size and Forecast
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- Figure 62: Total value sales of laundry and fabric care market, China 2014-24
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Appendix: Market Segmentation
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- Figure 63: Total value sales of laundry detergent market, China, 2014-24
- Figure 64: Total value sales of laundry conditioners and softeners market, China, 2014-24
- Figure 65: Total value sales of laundry aids market, China, 2014-24
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Appendix: Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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