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Cleaning the House - China - March 2015

INTRODUCTION
Definition
Methodology
Abbreviations
EXECUTIVE SUMMARY
Market drivers
The consumer
Less home cooking changes demand for kitchen cleaning products
Figure 1: Frequency of cooking from scratch, December 2014
Ownership of household appliances reflects the modernised lifestyle today
Figure 2: Ownership of household appliances, December 2014
Most adults report doing most of the cleaning
Figure 3: Main person responsible for household cleaning, December 2014
Floor cleaning is done most often
Figure 4: Frequency of doing different cleaning tasks, December 2014
The most disliked cleaning task is range hood cleaning
Figure 5: Most disliked cleaning tasks, December 2014
From no bad smell to having a pleasant home scent
Figure 6: Importance of different standards of cleanliness, December 2014
Keeping the home clean is now a symbol of a healthy lifestyle
Figure 7: Consumer behaviour of and attitudes towards household cleaning, December 2014
Key issues
Household services will be the new growth engine
Brands need to help young adults to make household cleaning easier
A profound regional difference in how people think about and do household cleaning
Scent has become an essential part of cleanliness
What we think
ISSUES AND INSIGHTS
Household services will be the new growth engine
The facts
The implications
Brands need to help young adults to make household cleaning easier
The facts
The implications
A profound regional difference in how people think about and do household cleaning
The facts
The implications
Scent has become an essential part of cleanliness
The facts
The implications
Figure 8: New launches in household hard surface cleaning and care products in China, by fragrance component, 2014
Figure 9: Examples of mood household care product in the US and Indonesia, 2005 and 2008
TREND APPLICATION
Home appliances are becoming “smart” to improve cleaning efficiency
Let household cleaning lighten your mood
Challenge the gender bias of household chore responsibility
Figure 10: Example of male-focused product in the US, 2014
MARKET DRIVERS
Key points
Smaller households
Figure 11: Number of households and average household size in China, 2010-13
Figure 12: Floor space of commercialised buildings sold in China, 2010-13
An ageing population
Figure 13: Age composition of population in China, 2010-13
Improved living standard
Figure 14: Proportion of urban population at year-end in China, 2010-13
Figure 15: China per capita annual cash consumption expenditure for urban household on household facilities and articles, 2010-13
SEGMENT IMPORTANCE
Products for kitchen cleaning lead the market
Figure 16: Retail value sales of household cleaners and dishwashing products in China, 2011-14
There are more hard surface new products being launched
THE CONSUMER – KITCHEN USAGE
Key points
About a quarter of respondents do not cook every day
Figure 17: Frequency of cooking from scratch, December 2014
Males and young consumers cook less at home
Figure 18: Frequency of cooking from scratch, by gender and age, December 2014
Figure 19: Example of multipurpose cleaner in China and India, 2012-12 and 2013
Southern consumers cook at home more frequently
Figure 20: Frequency of cooking from scratch, by region, December 2014
Households with children or elderly cook more at home
Figure 21: Frequency of cooking from scratch, by children in household, age of children and live with elderly, December 2014
Figure 22: Examples of customised baby bottle washing detergent products, China, 2013 and 2015
Home cooking frequency has a big impact on household cleaning
Figure 23: Doing different cleaning tasks more than once a week, by frequency of cooking, December 2014
THE CONSUMER – OWNERSHIP OF HOUSEHOLD APPLIANCES
Key points
A modernising lifestyle
Figure 24: Ownership of household appliances, December 2014
Consumers’ lifestage influence the ownership of home appliances
Figure 25: Ownership of household appliances, by age, children in household, age of children and live with elderly, December 2014
Home appliances ownership is various among different regions
Figure 26: Ownership of household appliances, by city tier and region, December 2014
Work environment influences consumers’ lifestyle
Figure 27: Ownership of household appliances, by type of organisation, December 2014
THE CONSUMER – HOUSEHOLD CLEANING RESPONSIBILITY
Key points
Majority of respondents claim to take charge of household cleaning
Figure 28: Main person responsible for household cleaning, December 2014
Women still take the lead but there is a fairer gender balance among younger generations
Figure 29: Main person responsible for household cleaning, by gender and age, December 2014
High earners do more household cleaning
Figure 30: Main person responsible for household cleaning, by age and monthly personal income, December 2014
Households with children and elderly may seek help for cleaning
Figure 31: Household cleaning responsibility, by children in household, age of children and live with elderly, December 2014
THE CONSUMER – FREQUENCY OF DOING DIFFERENT CLEANING TASKS
Key points
Frequent floor cleaning brings opportunities for new product innovation
Figure 32: Frequency of doing different cleaning tasks, December 2014
Figure 33: Floor cleaning wipes launched in China, 2009 and 2014
Consumers in their forties do the cleaning more frequently
Figure 34: Doing selected different cleaning tasks more than once a week, by gender and age, December 2014
Overall, Northerners claim to clean their home more often
Figure 35: Frequency of doing selected different cleaning tasks, by region, December 2014
THE CONSUMER – MOST DISLIKED CLEANING TASKS
Key points
Cleaning the range hood is the most disliked task
Figure 36: Most disliked cleaning tasks, December 2014
Figure 37: Examples of range hood cleaners from domestic market, 2014
Differences by gender and age
Figure 38: Most disliked cleaning tasks, by gender and age, December 2014
Figure 39: Examples of toilet cleaners claiming ease of use from domestic market, 2011- 14
Regional differences
Figure 40: Most disliked cleaning tasks, by region, December 2014
The sense of pride can be involved in range hood/stove cleaner advertising
Figure 41: Most disliked cleaning tasks, by agreement with the statement “Keeping my house clean gives me a sense of pride”, December 2014
Polishing is a good starting point for professional services
Figure 42: Most disliked cleaning tasks, by agreement with the statement “I am willing to pay for professional household cleaning services”, December 2014
Opportunities for more disposable cleaning products to handle stove cleaning
Figure 43: Most disliked cleaning tasks, by agreement with the statement “I prefer using disposable cleaning products”, December 2014
Consumers who dislike cleaning range hoods and polishing tend to buy imported products
Figure 44: Most disliked cleaning tasks, by agreement with the statement “I have purchased imported household cleaning products in the last six months”, December 2014
THE CONSUMER – WHAT IT MEANS TO BE CLEAN
Key points
From no bad smell to having a pleasant home scent
Figure 45: Importance of different standards of cleanliness, December 2014
Women set high standards of cleanliness
Figure 46: Importance of different standards of cleanliness, by gender, December 2014
Income doesn’t have a significant impact on people’s definition of cleanliness
Figure 47: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by monthly personal income, December 2014
People from North of China attach more importance to smells
Figure 48: Importance of different standards of cleanliness, by percentage of consumers saying this is important, by region, December 2014
Families with elderly people have a higher standard on household cleanliness
Figure 49: Importance of different standards of cleanliness, by household live with elderly, December 2014
Disposable and imported cleaning product users tend to have high standards of cleanliness
Figure 50: Importance of different standards of cleanliness, by agreement on statements related to household cleaning, December 2014
THE CONSUMER – ATTITUDES TOWARDS HOUSEHOLD CLEANING
Key points
Keeping the home clean is now a symbol of a healthy lifestyle
Figure 51: Consumer attitudes towards lifestyle-related statements of household cleaning, December 2014
More females think it is their responsibility to keep the home clean than males
Figure 52: Consumer attitudes towards lifestyle-related statements of household cleaning, by gender, December 2014
Germ cleaning is becoming an essential for household cleaning
Figure 53: Selected consumer behaviour and attitudinal statements on household cleaning, December 2014
Tier two and three consumers are less tolerant with untidy areas
Figure 54: Selected consumer behaviour statements on household cleaning, by city tier, December 2014
Emerging trends of buying imported products, using professional services and new product formats
Figure 55: Consumer attitude towards product-related statements of household cleaning, December 2014
West region is less engaged in home cleaning
Figure 56: Agreement with statements related to household cleaning, by region, December 2014
Households with children and elderly people are more sensitive to germs
Figure 57: Agreement with statements related to household cleaning, by house with children and elderly, December 2014

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