Laundry and Fabric Care - China - July 2019

OVERVIEW
What you need to know
Covered in this report
Excluded
Subgroup definitions (by Monthly Household Income)
EXECUTIVE SUMMARY
The Market
Figure 1: Best- and worst-case forecast of total value sales of laundry and fabric care market, China, 2014-24
Companies and Brands
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
Figure 3: Laundry responsibility, male, 2018 vs 2019
Capsules/pods still faces challenge in adoption
Figure 4: Product used in the last six months, April 2019
Results is the most important reason
Figure 5: Reasons for using capsule/pod, April 2019
Lack of knowledge hinders the usage of capsules
Figure 6: Reasons for not using capsule/pod, April 2019
More than half of consumers prefer hygiene related functions
Figure 7: Interested product functions, April 2019
Specialised laundry products for underwear/pants are perceived as safer
Figure 8: Underwear washing behaviour and attitudes, April 2019
What we think
ISSUES AND INSIGHTS
The future of laundry capsules in China
The facts
The implications
Figure 9: P&G 3-in-1 capsule, China
Figure 10: Liby smaller sized laundry liquid, China
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
Figure 13: Botare Underwear Soap, China
Figure 14: Liby Miss underwear wash liquid, China
Treat clothes as people’s skin
The facts
The implications
Figure 15: Love Home and Planet Amino Acid Laundry Detergent, China, 2019
Figure 16: Tide ‘Anti-aging’ Laundry Liquid, China
Figure 17: Liby Laundry Serum, China, 2019
THE MARKET -WHAT YOU NEED TO KNOW
Sustained market growth
Premiumisation and niche products are the main drivers
MARKET SIZE AND FORECAST
Flat growth continues
Figure 18: Best- and worst-case forecast of total value sales of laundry and fabric care market, China, 2014-24
MARKET FACTORS
More standardised regulation
Product premiumisation drives the market growth
Figure 19: New fabric care launches, by price range, China, 2016-18
Production decreased
MARKET SEGMENTATION 
Laundry detergent
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
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
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
Domestic manufacturers enjoyed most growth
Product innovation and expanding touch points to draw attention
Investment in safety claims
MARKET SHARE
Local brands still lead the market
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
Convey an eco-friendly message
Figure 26: Liby water-saving information, China
Figure 27: DS3 Clearly Cleaner Laundry Wash, US, 2019
Develop more channels to reach more consumers
Figure 28: Kispa ‘Laundry Dance’ on TikTok, China
Invest in specialised fabric care
Figure 29: P&G Fiber Id Laundry Detergent, China
Figure 30: Liby laundry and fabric care product classification, China
Cross-category cooperation
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?
‘Botanical/herbal’ still on rise
Figure 33: Top claims of new launches fabric care products, China, 2017-18
Safety focused on ‘natural’ claim in China
Figure 34: New fabric care product launches, by claim and country, 2018
Skin friendly
Figure 35: New fabric care product launches with skin-friendly claim, China and US, 2018
Modern lifestyles bring opportunities
Figure 36: New fabric care product launches targeting modern lifestyle, Germany and US, 2018
Use essential oils to protect clothes
Figure 37: New fabric care product launches with essential oils, China and Poland, 2019
Spray format for more convenience
Figure 38: New clothes spray launches, China and UK, 2018 and 2019
THE CONSUMER - WHAT YOU NEED TO KNOW
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
Women still shoulder the main duty
Figure 39: Laundry responsibility, by gender, April 2019
But men are doing more than in 2018
Figure 40: Laundry responsibility, male, 2018 vs 2019
PRODUCT USAGE
17% of consumers have used in-wash scent booster
Figure 41: Product used in the last six months, April 2019
The penetration of soap bar surpasses powder among females
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
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
Results and functions rather than convenience are main drivers
Figure 44: Reasons for using capsule/pod, April 2019
Men pay more attention to the environment while attractive packaging appeals to women more
Figure 45: Reasons for using capsule/pod, by gender, April 2019
Tier one cities’ urbanites value high level of convenience over multiple functions
Figure 46: Reasons for using capsule/pod, by city tier, April 2019
Figure 47: Lonkey Elegant Freesia Scented Laundry Capsule, China, 2018
REASONS FOR NOT USING CAPSULES/PODS
Unfamiliarity, not price, is the top barrier
Figure 48: Reasons for not using capsule/pod, April 2019
Indifference is a more serious barrier for men
Figure 49: Reasons for not using capsule/pod, by gender, April 2019
Income and city tier not particularly influential
Figure 50: Reasons for not using capsule/pod, by monthly household income and city tier, April 2019
INTERESTED PRODUCT FUNCTIONS
Basic functions still dominate
Figure 51: Interested product functions, April 2019
Top three functions can reach 85% of consumers
Figure 52: TURF analysis of interested product functions, April 2019
Men worry about mould while women want colour and fibre protection more
Figure 53: Interested product functions, by gender, April 2019
Affluent demographic’s interest in softening benefit differentiates from low earners most
Figure 54: Interested product functions, by monthly household income and city tier, April 2019
UNDERWEAR WASHING BEHAVIOUR AND ATTITUDES
Majority of consumers wash underwear/pants separately
Figure 55: Underwear washing behaviour and attitudes, April 2019
Men don’t fall too far behind in underwear washing
Figure 56: Underwear washing behaviour and attitudes, by gender, April 2019
Affluent consumers show higher hygiene requirements for underwear/pants
Figure 57: Underwear wash behaviour and attitudes, by monthly household income, April 2019
Consumers in lower tier cities more interested in labour-saving devices
Figure 58: Underwear washing behaviour and attitudes, by city tier, April 2019
MEET THE MINTROPOLITANS
Multiple functions is where biggest gap in capsule usage lies
Figure 59: Reasons for using capsule/pod, by consumer classification, April 2019
Usage amount turns out to be the biggest barrier for Mintropolitans
Figure 60: Reasons for not using capsule/pod, by consumer classification, April 2019
Willingness to buy labour-saving devices is similar
Figure 61: Underwear washing behaviours and attitudes, by consumer classification, April 2019
APPENDIX: MARKET SIZE AND FORECAST
Figure 62: Total value sales of laundry and fabric care market, China 2014-24
APPENDIX: MARKET SEGMENTATION
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
APPENDIX: METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations