Cleaning the House - China - March 2015
Introduction
 
“There is an increasing number of consumers who no longer cook at home every day, suggesting an opportunity for multipurpose cleaners covering the function of dishwashing and kitchen hard surface cleaning. Owning to consumers’ modernised living environment, more people own a wider variety of home appliances which need to be cleaned (such as air conditioners and coffee machines) or help to increase cleaning efficiency (such as dishwashers or robotic cleaners). Overall, household chores responsibilities are more likely to be done by females and old consumers, while Mintel sees a fairer gender balance among young generations.”
-Ivy Jiang, Research Analyst

In this report, Mintel answers the following key questions:

●	What are the trends in lifestyle that would affect people’s cleaning habits? 
●	How does modernised living environment impact the ownership of home appliances?
●	What are the household cleaning patterns in different regions in China?
●	Is there an opportunity for professional household cleaning services?
●	How does consumers’ age affect household cleaning?
●	What are Chinese consumers’ attitudes towards household cleaning nowadays? 

Definition
This is a lifestyle report that examines people’s current attitudes and behaviours related to household cleaning. The following cleaning tasks are covered:

●	Bathroom (sinks, tiles)
●	Toilet
●	Kitchen (countertops, stovetops, tiles, ventilation)
●	Floors
●	Windows
●	Furniture 
●	Upholstery (sofa, curtains, etc)
●	Home appliances (microwave, coffee machine, air conditioner, etc). 

In China, dishwashing detergent is also widely used to clean kitchen surfaces so its market size and product innovation will also be discussed where relevant in the report.

Methodology
For the purposes of this report, Mintel commissioned a quantitative research survey carried out online via QQSurvey to examine consumers’ usage behaviour and attitudes towards cleaning the house.

Fieldwork was conducted in December 2014 in four tier one cities and six tier two and tier three cities of 3,000 adults aged 20-49 across the country. The tier one cities are Beijing, Shanghai, Guangzhou, and Chengdu. The tier two and tier three cities are Dalian, Weifang, Wuxi, Hangzhou, Zhuhai and Chongqing.

This is a marketing intelligence report published by Mintel. The consumer research exclusively commissioned for this report was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).

Abbreviations 
NBS	National Bureau of Statistics	
GNPD	Global New Products Database	
CAGR 	Compound Average Growth Rate	
JV 	Joint Venture