Dishwashing Products - China - February 2020

OVERVIEW
What you need to know
Covered in this report
Excluded
Sub-group definitions (by monthly household income)
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
Companies and brands
Figure 2: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
The consumer
Hand dishwashing is mainstream
Figure 3: Dishwasher ownership and dishwashing habits, December 2019
Liquid/gel is the preferred format of dishwasher detergent
Figure 4: Dishwashing products used in the last six months, December 2019
Natural ingredients and biodegradable formula are most valued environmentally friendly features
Figure 5: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
Liby is the most used dishwashing liquid brand
Figure 6: Most often used dishwashing liquid brand in the last six months, December 2019
Consumers are most satisfied with ease of use and cleaning power
Figure 7: Satisfaction aspects of dishwashing liquid brand used most often, December 2019
What we think
ISSUES AND INSIGHTS
Innovative formulas needed to engage consumers
The facts
The implications
Figure 8: Examples of dishwashing products with innovative formulas, global, 2019-20
Tell the right story on environmentally friendly
The facts
The implications
Figure 9: Example of how to recycle and re-use the plastic bottle of method dish soap
Encourage more frequent usage of dishwashers
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Slow yet steady growth for a mature market
Dishwashing needs are changing
MARKET SIZE AND FORECAST
Growth continues to slow in a mature market
Figure 10: Market value and annual growth of dishwashing products, China, 2015-19
Figure 11: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
MARKET FACTORS
Rising demand and affordability for dishwashers
Chinese cooking and dining habits continue to evolve
Natural products expand targeting the health and wellness trend
MARKET SEGMENTATION
Hand dishwashing products dominate value sales
Figure 12: Market value of dishwashing products, by segment, China, 2018-19
KEY PLAYERS – WHAT YOU NEED TO KNOW
Liby and Nice dominate this market
Local companies tap into dishwasher products
Innovative fragrances and formats are emerging
MARKET SHARE
A market led by domestic players
Figure 13: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
Figure 14: White Cat Classic Formula Dishwashing Liquid, China, 2019
COMPETITIVE STRATEGIES
Leading local companies tap into dishwasher products
Figure 15: New dishwasher products launches from local brands, China, 2019
Figure 16: Liby The Balance dishwasher products, China, 2019
Figure 17: Examples of AXE dishwasher products, China, 2020
Start to introduce concentrated dishwashing liquid
Figure 18: Liby Concentrated Dishwashing Liquid, China, 2019
Figure 19: Examples of concentrated dishwashing liquid from international companies, China, 2019
Emphasis on safety with natural ingredients
Figure 20: Example of White Cat Soda Dishwashing products, China, 2019
WHO’S INNOVATING?
Dishwasher products gain NPD share
Figure 21: Share of new dishwashing products launches, by sub-category, China, 2018-19
Environmental claims are widespread within dishwashing category
Figure 22: Top claims of new dishwashing products launches, China, 2019
Odour neutralising and anti-bacterial functions see growth
Figure 23: New dishwashing products launches with odour neutralising claim, China, 2019
Citrus fragrance retains its popularity…
Figure 24: Top fragrance component groups of new dishwashing products launches, China, 2019
…with a broader range of fragrances being explored
Figure 25: New dishwashing detergent launches with floral scents, China, 2019
Figure 26: Examples of OMO dishwashing liquid with alcoholic fragrances, China, 2019
Figure 27: Kaimi Fragrance Free Tableware Cleaner, China, 2019
Foam-type products are emerging
Figure 28: Kao Cucute Clear Dishwashing Spray, China, 2019
Figure 29: White Cat Dishwashing Liquid Foam, China, 2019
Innovation highlights in overseas markets
Eliminate bacteria on sponges
Figure 30: Examples of dishwashing products that eliminate odours on sponges, Argentina and Australia, 2019
Protect glass and delicate dishes
Figure 31: Examples of dishwashing products that protect glass or dishes, Global, 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
Dishwasher ownership remains flat
Dishwasher owners use both dishwasher detergents and ancillaries
Consumers focus on formulas and ingredients when it comes to environmental friendliness
Liby is the most used dishwashing liquid brand
Consumers are satisfied with ease of use and cleaning power
DISHWASHER OWNERSHIP AND DISHWASHING HABITS
Flat dishwasher ownership, but usage shows signs of an increase
Figure 32: Dishwasher ownership and dishwashing habits, 2018 vs 2019
Dishwasher ownership is still influenced by income level and city tier
Figure 33: Dishwasher ownership and dishwashing habits, by monthly household income and city tier, December 2019
USAGE OF DISHWASHING PRODUCTS
Usage of dishwashing liquid is nearly universal
Figure 34: Dishwashing products used in the last six months, by dishwasher ownership, December 2019
High earners are more likely to use baking soda
Figure 35: Dishwashing products used in the last six months, by monthly household income, December 2019
Dishwasher liquid/gel is most used, but dishwasher owners use more than detergents
Figure 36: Dishwashing products used in the last six months, December 2019
ENVIRONMENTALLY FRIENDLY FEATURES WORTH PAYING MORE 
Product formulas and ingredients get most attention
Figure 37: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
Older consumers focus on ingredients; the younger generation starts to pay attention to environmentally friendly packaging
Figure 38: Environmentally friendly features of dishwashing products that are worth paying more for, by age, December 2019
Lower tier city consumers pay more attention to carbon emissions
Figure 39: Environmentally friendly features of dishwashing products that are worth paying more for, by city tier, December 2019
MOST OFTEN USED DISHWASHING LIQUID BRAND
Liby takes the lead and is far ahead…
Figure 40: Most often used dishwashing liquid brand in the last six months, December 2019
…among both dishwasher owners and non-owners
Figure 41: Most often used dishwashing liquid brand in the last six months, by dishwasher ownership, December 2019
Overall gender difference doesn’t prevail
Figure 42: Most often used dishwashing liquid brand in the last six months, by gender, December 2019
Liby has a younger user base; Bluemoon the opposite
Figure 43: Most often used dishwashing liquid brand in the last six months, by age, December 2019
Liby is more popular in tier one cities
Figure 44: Most often used dishwashing liquid brand in the last six months, by city tier, December 2019
BRAND SATISFACTION AND KEY DRIVERS
Lanju gains the highest level of overall satisfaction
Figure 45: Overall satisfaction with dishwashing liquid brand used most often, December 2019
Consumers are satisfied with ease of use and cleaning power
Figure 46: Satisfaction with aspects of dishwashing liquid brand used most often, December 2019
Figure 47: Key drivers of overall satisfaction with dishwashing liquid brand used most often, December 2019
Liby
Figure 48: Key drivers of satisfaction – Liby, December 2019
Bluemoon
Figure 49: Key drivers of satisfaction – Bluemoon, December 2019
White Cat
Figure 50: Key drivers of satisfaction – White Cat, December 2019
MEET THE MINTROPOLITANS
MinTs more likely to hand wash dishes in spite of dishwasher ownership
Figure 51: Dishwashing habits, by consumer classification, December 2019
But they still report higher usage of dishwasher products
Figure 52: Dishwashing products used in the last six months, by consumer classification, December 2019
MinTs start to look beyond ‘good for humans’ and seek ‘good for planet’ products
Figure 53: Gaps between MinTs and non-MinTs (as benchmark) in terms of environmentally friendly features of dishwashing products that are worth paying more for, December 2019
APPENDIX – MARKET SIZE AND FORECAST
Figure 54: Market value of dishwashing products, China, 2014-24
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations