Cleaning the House - China - March 2016

OVERVIEW
What you need to know
Covered in this report
Demographic classification
Household income
EXECUTIVE SUMMARY
Keeping the house clean becomes a common need
Figure 1: Cleaning routine, by household composition, Dec 2015
Cleaning hard-to-reach places is the biggest problem
Figure 2: Most annoying cleaning problems, December 2015
Natural cleaning products have gained popularity
Figure 3: Perceptions for different cleansing ingredients, Dec 2015
Robotic household cleaning electronic appliances to appeal to ‘Quality cleaners’ and ‘Convenience seekers’
Figure 4: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
Figure 5: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
Professional household cleaning services to target ‘Convenience seekers’
Figure 6: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
What we think
ISSUES AND INSIGHTS
Drive the usage of household cleaning products
The facts
The implications
Regular cleaning services are yet to take off
The facts
The implications
Figure 7: Example of different regular cleaning service package offerings, 2015
Future of electronic cleaning tools
The facts
The implications
Market opportunity for cleaning products featuring novel packaging solutions
The facts
The implications
Figure 8: Example of cleaning products coming with functional applicators, 2014-15, Global
Figure 9: Example of cleaning products featuring automatic dose-control functions, 2014-15, Global
OVERVIEW OF TRENDS IN CLEANING THE HOUSE
Cleaning standards rise alongside urbanisation
People start look for more than just ‘spotless’
Figure 10: Retail value sales of household cleaning products and laundry detergent products, RMB Million, China, 2011-15
Increasing health consciousness drives demand for natural cleaning products
Extra hands are needed as life gets busier
Figure 11: Activity level of the trend “Life Hacking”, global, 2015
THE CONSUMER – WHAT YOU NEED TO KNOW
More people start to use professional household cleaning services
Natural cleaning products and robotic cleaning tools are leading trends
Household cleaning products face cross-category competition from other types of detergents
Gleditsia sinensis is the preferred natural cleansing ingredient
Cleaning hard-to-reach places are most annoying
Targeting ‘Quality cleaners’ and ‘Convenience seekers’
WHO DOES THE CLEANING?
Both men and women do cleaning jobs
Figure 12: Cleaning responsibility, by demographics, Dec 2015
Households using regular cleaning services are increasing
Regular cleaning service appeals to busy consumers
Figure 13: % who hire someone to clean the house, by age and city, Dec 2015
Better educated consumers are more likely to use regular cleaning services
Figure 14: % who hire someone to clean the house, by education, Dec 2015
CLEANING HABITS
Consumers do both regular and spot cleaning to keep their house tidy
Figure 15: Cleaning routine, by household composition, Dec 2015
Households with child(ren) and pets do more spot cleans
Figure 16: % who clean immediately when they notice an untidy area, by household composition, Dec 2015
Increasing popularity of robotic cleaners and lapsed usage of vacuum cleaners
Figure 17: Electronic cleaning tool usage, by demographics, Dec 2015
Disposable cleaning tools appeal to a small group
Figure 18: disposable cleaning tools preference, by demographics, Dec 2015
Natural cleaning products get popular while imported ones remain niche
Figure 19: natural and imported cleaner usage, by demographics, Dec 2015
Adhoc cleaning services gained more users than regular cleaning service
Figure 20: Door-to-door cleaning service usage, by demographics, December 2015
USAGE OF DIFFERENT TYPES OF DETERGENTS
Consumers are more likely to use household cleaning products in the kitchen and the bathroom
Figure 21: Household cleaner usage in different parts of the house, Dec 2015
Household cleaning products face competition from dishwashing detergents and soap
Figure 22: Cleaning products used to clean different parts of the house, Dec 2015
Strong disinfecting need when cleaning the bathroom
Figure 23: Disinfectant usage in different parts of the house, December 2015
Figure 24: New household cleaning products with an anti-bacterial claim, by subcategories, 2015
ANNOYING CLEANING PROBLEMS
Hard-to-reach places are most annoying
Figure 25: Most annoying cleaning problems, December 2015
Consumers looking for better odour-neutralising products
Figure 26: Example of cleaning products specialising in odour-neutralising, 2014
Figure 27: Example of household care products targeting households with pets, Global market, 2014-15
Females are concerned about cleaning products being irritating to skin
Figure 28: % of consumers who find it annoying that cleaning products irritate hand/the skin, by gender, December 2015
Professional cleaning services users are annoyed by the complicated and dirty cleaning tasks
Figure 29: Most annoying cleaning problems, by professional cleaning service usage, December 2015
Imported cleaner users find irritants and cleaner residues annoying
Figure 30: Most annoying cleaning problems, by product usage, December 2015
PERCEPTIONS FOR DIFFERENT CLEANSING INGREDIENTS
Gleditsia sinensis is perceived as the most effective natural cleansing ingredient
Figure 31: Perceptions for different cleansing ingredients, Dec 2015
Figure 32: Example of cleansing products featuring gleditsia sinensis, China, 2015
Gleditsia sinensis and natural soda appeal to the high income consumers as effective cleaning ingredients
Figure 33: Effectiveness perceptions for selected cleansing ingredients, by household income, Dec 2015
Figure 34: Example of household cleansing products featuring natural soda, Taiwan, 2015
Consumers living in the South trust in the disinfecting benefits from natural soda
Figure 35: Disinfecting perceptions for different cleansing ingredients, by region, Dec 2015
ATTITUDE TOWARDS CLEANING THE HOUSE
Four types of consumers
Figure 36: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
Brands should prioritise marketing to the ‘Quality cleaners’ and the ‘Convenience seekers’
Figure 37: Consumer segmentation, by demographics, December 2015
Figure 38: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
High-end cleaning products and innovative cleaning tools to appeal to ‘Quality cleaners’
Figure 39: Consumer attitudes towards cleaning the house (% of “agree strongly”) and cleaner usage habits (% of have ever done), by consumer segmentation, December 2015
‘Convenience seekers’ are willing to pay for professional cleaning services
Figure 40: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
Routine cleaners are yet to be traded up
Figure 41: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
Figure 42: Most annoying cleaning problems, by consumer segmentation, December 2015
MEET THE MINTROPOLITANS
Mintropolitans are more likely to have house cleaning responsibilities
Figure 43: Cleaning responsibility, by demographics, Dec 2015
Mintropolitans are early adopters in using digital cleaning devices, premium cleaning products and professional cleaning services
Figure 44: Cleaning habits, by consumer segmentation, Dec 2015
Mintropolitans appreciate natural cleansing ingredient
Figure 45: Perceptions for different cleansing ingredients, by consumer segmentation, Dec 2015
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Why Mintropolitans?
Who are they?
Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 47: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Abbreviations