Laundry and Fabric Care - China - July 2018

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, 2013-23
Companies and brands
Figure 2: Market share of leading companies in laundry and fabric care market, China, 2016-17
The consumer
Product usage has slightly increased over 2017
Figure 3: Products used in the last six months, 2017 vs 2018
Effect is the most important reason
Figure 4: Reasons for using concentrated laundry liquid, April 2018
Younger consumers are lacking product education
Figure 5: Reasons for not using concentrated laundry liquid, April 2018
Safety appeals to females more than to males
Figure 6: Emphasis of attention, by gender, April 2018
Protecting skin is most acceptable to prove safety
Figure 7: Safety product features, April 2018
Parents are willing to pay more to protect baby skin
Figure 8: Premium factors of babies’ laundry products, April 2018
What we think
ISSUES AND INSIGHTS
Concentrated laundry liquid needs more consumer education
The facts
The implications
Figure 9: Blue Moon ‘Concentrated +’ formula education, China
Product segmentation brings more opportunities
The facts
The implications
Figure 10: Tide Simply Free & Sensitive laundry Liquid, US, 2017
How can brands prove ‘safety’?
The facts
The implications
Figure 11: Ecostore safety support
Figure 12: Unilever avocado laundry liquid
Figure 13: Bioecofamily safety proof
THE MARKET – WHAT YOU NEED TO KNOW
Sustained stable market growth in China
Innovations and premium products fuel the market
MARKET SIZE AND FORECAST
Stable and slow growth continues
Figure 14: Best- and worst-case forecast of total value sales of Laundry and Fabric Care market, China, 2013-23
Innovation drives future growth
MARKET DRIVERS
Technology innovation in concentrated laundry liquid
More standardised regulation in the market
Co-creation with washing machines
Figure 15: Liby laundry and fabric care products specialized for LittleSwan washing machine, China, 2017
Figure 16: Electrolux washing machine for pods
Debut of premium brands cultivates Chinese consumers
MARKET SEGMENTATION 
Laundry detergent
Figure 17: Chaoneng concentrated
Figure 18: Best- and worst-case forecast of total value sales of laundry detergent market, China, 2013-23
Fabric conditioners and softeners
Figure 19: Best- and worst-case forecast of total value sales of fabric conditioners and softeners market, China, 2013-23
Laundry aids
Figure 20: Best- and worst-case forecast of total value sales of laundry aids market, China, 2013-23
KEY PLAYERS – WHAT YOU NEED TO KNOW
Liby and Nice continue leading the market
Niche demands bring opportunity
MARKET SHARE
Leading brands further consolidate leading position
Figure 21: Market share of leading companies in laundry and fabric care market, China, 2016-17
Decline of Blue Moon slowed down
Emerging brands show strong competitiveness
COMPETITIVE STRATEGIES
Develop niche segment
Make quicker responses
Build moral brand image
Figure 22: Charlie's Soap biodegradable laundry powder, US, 2018
Enhance product portfolio
Figure 23: Ariel three-color capsule, China
Figure 24: Walch Fabric conditioner capsule, China
WHO’S INNOVATING?
‘Botanical/Herbal’ and ‘No additives/Preservatives’ are on rise
Figure 25: Top claims of new laundry and fabric care product launches, China, 2016-17
Innovation in ultra-concentrated formula
Figure 26: New ultra-concentrated laundry and fabric care product launches, China, 2018
Create more usage occasions
Figure 27: New laundry liquid launches claim various usage occasions, UK, 2018
Figure 28: New Laundry and fabric care products launch for sportswear, US and Slovakia, 2017
Take care of sensitive skin
Figure 29: New laundry detergent launches for sensitive skin, US, 2017
Link product with emotional resonance
Figure 30: New laundry and fabric care product launches with emotional resonance, South Korea and Egypt, 2017
Natural fragrances
Figure 31: New laundry and fabric care product launches with nature claim, South Korea, 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Capsule and specialised laundry products have potential
Younger consumers are more influenced by online buzz
Unfamiliar with Concentrated Laundry Liquid hinders
Safety more important than results
Good to skin can prove the safety
Babies’ skin matters the most
PRODUCT USAGE 
Capsule has gained larger popularity
Figure 32: Product used in the last six months, 2017 vs 2018
Figure 33: P&G don’t eat pods campaign
Niche products have potential
Figure 34: Product used in the last six months, April 2018
Affluent families care more about specific fabric care
Figure 35: Product used in the last six months, by monthly household income, April 2018
REASONS FOR USING CONCENTRATED LAUNDRY LIQUID
Results matter the most
Figure 36: Reasons for using concentrated laundry liquid, April 2018
Superior product features attract affluent families more
Figure 37: Reasons for using concentrated laundry liquid, by monthly household income, April 2018
Younger consumers are driven by curiosity and online buzz
Figure 38: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
Males aged 30-39 have more practical reasons
Figure 39: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
REASONS FOR NOT USING CONCENTRATED LAUNDRY LIQUID
Consumers still need to be educated
Figure 40: Lion MEE natural ingredient
Figure 41: Reasons for not using concentrated laundry liquid, April 2018
Figure 42: Chaoneng usage method and amount education, China
Younger consumers know less about concentrated laundry liquid than older consumers
Figure 43: Selected reasons for not using concentrated laundry liquid, by age, April 2018
Consumers in tier one cities are more difficult to persuade
Figure 44: Selected reasons for not using concentrated laundry liquid, by city tier, April 2018
Same situation in high household income consumers
Figure 45: Selected reasons for not using concentrated laundry liquid, by monthly household income, April 2018
ATTITUDES TOWARDS LAUNDRY AND FABRIC CARE PRODUCTS
Majority of consumers separate different fabrics when doing laundry
Figure 46: Laundry habits of separating different fabrics when doing laundry, April 2018
Local brands should continue building confidence among consumers
Figure 47: Brand preference, April 2018
Figure 48: Liby capsule marketing, China
Figure 49: Lonkey Capsule in New York Fashion Week
Ethical stance
Figure 50: Attitude towards ‘eco-friendly’, April 2018
Figure 51: Ecover non-bio laundry liquid
Formula innovations more alluring than new scent
Figure 52: Attitude towards innovation, April 2018
Fabric conditioner needs more innovation
Figure 53: Attitude towards fabric conditioner, April 2018
Figure 54: Ypê Alquimia mixed laundry conditioner, Brazil
Younger women don’t perceive concentrated laundry liquid to be safer
Figure 55: Attitude towards concentrated laundry liquid, by gender and age, April 2018
Males pay attention to results while females focus on safety
Figure 56: Emphasis of attention, by gender, April 2018
Affluent families expect more innovation
Figure 57: Attitude towards product innovation, by monthly household income level, April 2018
Younger females trust more about transparent label
Figure 58: Attitude towards reliable products, by gender and age, April 2018
SAFETY PRODUCT FEATURES
Safety is most related to skin condition
Figure 59: Safety product features, April 2018
Figure 60: Diao uses ‘can be used in baby clothes’ to target adults
Females care more about ingredient
Figure 61: Safety product features, by gender and age, April 2018
Enzymes has potential in proving safety
Figure 62: Safety product features vs mild product features, 2018 vs 2017
Figure 63: OMO new launch of enzyme capsule, China, 2018
PREMIUM FACTORS IN BABIES’ LAUNDRY PRODUCTS
Avoiding skin irritation is the factor parents are willing to pay extra for
Figure 64: Premium factors of babies’ laundry products, April 2018
Authentication from professional organization particularly appeals to affluent households
Figure 65: Premium factors of babies’ laundry products (interested and willing to pay more), by monthly household income, April 2018
MEET THE MINTROPOLITANS
Mintropolitans care about environment more
Figure 66: Reasons for using concentrated laundry liquid, by consumer classification, April 2018
Mintropolitans have more worries about concentrated laundry liquid
Figure 67: Reasons for not using concentrated laundry liquid, by consumer classification, April 2018
But still believe concentrated laundry liquid is suitable for sensitive skin
Figure 68: Attitude towards concentrated laundry liquid, by consumer classification, April 2018
Mintropolitans trust imported brands more
Figure 69: Brand preference, by consumer classification, April 2018
APPENDIX – MARKET SIZE AND FORECAST
Figure 70: Total value sales of laundry and fabric care market, China 2013-23
APPENDIX – MARKET SEGMENTATION
Figure 71: Total value sales of laundry detergent market, China 2013-23
Figure 72: Total value sales of laundry conditioners and softeners market, China 2013-23
Figure 73: Total value sales of laundry aids market, China 2013-23
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations