Household Care in China
Euromonitor International's Household Care in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 116 | Publication date: Jul 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Flatter growth is putting more pressure on prices
Household care extended its healthy growth in 2006 although the market is becoming more consolidated and most of the traditional household care products are approaching maturity. Rising material costs have helped kept retail prices buoyant while price competition in the early part of the review period left little room for further price declines by 2005. Further segmentation of new products in major cities has contributed greatly to the strong growth of emerging niches such as laundry aids, wipes and floor cleaning systems, and air care products, manufacturers are facing more pressure on pricing strategies for larger sectors like laundry care and dishwashing products.
Distribution development remains a key driving force for sales expansion
The robust growth of the retailing industry in China contributed greatly to the geographic expansion of all household care manufacturers. The growth in the number of large-scale supermarkets/hypermarkets helped household care to penetrate into more regions and rural areas. The development of the distribution channel is key to the manufacturers planning to expand the sales networks for their products.
Single-function products key to purchasing decisions
Urban areas accounted for the major shares of sales of household care, and single-function products, such as window/glass cleaners and car air fresheners, have become important in the purchasing decisions of consumers. Single-function products are perceived as premium items and are easily differentiated from traditional household care products, such as powder detergents, and hand dishwashing products. The growing concern about product quality and effectiveness leaves more room for single-function products to outperform multi-purpose household care alternatives.
Domestic players continue to lead
During 2006, domestic companies have continued to compete successfully against international players. Nice Group has expanded by offering more points of sale and through investment in production facilities. In 2006 Nice maintained its leading position in household care, although its value share declined slightly. The second ranked and third ranked players were other big domestic players: Guangzhou Liby Enterprise Group Co Ltd and Shanxi Nafine Chemicals Group Ltd. However, international players such as Procter & Gamble (Guangzhou) Ltd and Unilever China Ltd are making share gains; household care in China is becoming more consolidated and influenced by these leading companies.
Stable sales growth comes from further segmentation
Traditional products like shoe polish experienced declining sales growth during the review period. The increasing demand for high performance and specific function products is encouraging manufacturers to develop further product segmentation. Emerging niche products such as laundry aids, bathroom cleaners and electric insecticides, are growing fast, and appear key components of the expected mainstream growth trends for the forecast period.
Table of contents
HOUSEHOLD CARE IN CHINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Flatter growth is putting more pressure on prices
Distribution development remains a key driving force for sales expansion
Single-function products key to purchasing decisions
Domestic players continue to lead
Stable sales growth comes from further segmentation
KEY TRENDS AND DEVELOPMENTS
Distribution is the key to success
Growing consumer sophistication brings new opportunities
Regional companies expand through new marketing techniques and strategies
New product development is intended to secure the survival of brands
Private label makes gains
TERRITORY KEY TRENDS AND DEVELOPMENTS
East China
Mid China
North and Northeast China
Northwest China
South China
Southwest China
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Sales of Household Care by Region: Value 2001-2006
Table 5 Sales of Household Care by Region: % Value Growth 2001-2006
Table 6 Household Care Company Shares 2002-2006
Table 7 Household Care Brand Shares 2003-2006
Table 8 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 9 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 10 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 11 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
Table 12 Forecast Sales of Household Care by Region: Value 2006-2011
Table 13 Forecast Sales of Household Care by Region: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - CHINA
BEIJING DAILY CHEMICAL NO 2 FACTORY - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Beijing Daily Chemical No 2 Factory: Key Facts
Summary 2 Beijing Daily Chemical No 2 Factory: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Beijing Daily Chemical No 2 Factory: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Beijing Daily Chemical No 2 Factory: Competitive Position 2006
BEIJING REWARD SCIENCE INDUSTRY CO LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Beijing Reward Science Industry Co Ltd: Key Facts
Summary 6 Beijing Reward Science Industry Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Beijing Reward Science Industry Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Beijing Reward Science Industry Co Ltd: Competitive Position 2006
GUANGZHOU LIBY ENTERPRISE GROUP CO LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Guangzhou Liby Enterprise Group Co Ltd: Key Facts
Summary 10 Guangzhou Liby Enterprise Group Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Guangzhou Liby Enterprise Group Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Guangzhou Liby Enterprise Group Co Ltd: Competitive Position 2006
GUANGZHOU LONKEY INDUSTRY CO LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Guangzhou Lonkey Industry Co Ltd: Key Facts
Summary 14 Guangzhou Lonkey Industry Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Guangzhou Lonkey Industry Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Guangzhou Lonkey Industry Co Ltd: Competitive Position 2006
KAO (HONG KONG) LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Lam Soon (Hong Kong) Ltd: Key Facts
Summary 18 Lam Soon (Hong Kong) Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Lam Soon (Hong Kong) Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Lam Soon (Hong Kong) Ltd: Competitive Position 2006
NICE GROUP - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Nice Group: Key Facts
Summary 22 Nice Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Nice Group: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 24 Nice Group: Competitive Position 2006
PROCTER & GAMBLE (GUANGZHOU) LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Procter & Gamble (Guangzhou) Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 26 Procter & Gamble (Guangzhou) Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 27 Procter & Gamble (Guangzhou) Ltd: Competitive Position 2006
SHANGHAI HUTCHISON WHITECAT CO LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Shanghai Hutchison WhiteCat Co Ltd: Key Facts
Summary 29 Shanghai Hutchison WhiteCat Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Shanghai Hutchison WhiteCat Co Ltd: Production Statistics
COMPETITIVE POSITIONING
Summary 31 Shanghai Hutchison WhiteCat Co Ltd: Competitive Position 2006
SHANXI NAFINE CHEMICALS GROUP LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 32 Shanxi Nafine Chemicals Group Ltd: Key Facts
Summary 33 Shanxi Nafine Chemicals Group Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 34 Shanxi Nafine Chemicals Group Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 35 Shanxi Nafine Chemicals Group Ltd: Competitive Position 2006
XI'AN KAIMI CO LTD - HOUSEHOLD CARE - CHINA
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Xi’an Kaimi Co Ltd: Key Facts
Summary 37 Xi’an Kaimi Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 38 Xi’an Kaimi Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 39 Xi’an Kaimi Co Ltd: Competitive Position 2006
LAUNDRY CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 14 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 15 Sales of Laundry Care by Subsector: Value 2001-2006
Table 16 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 17 Sales of Laundry Detergents by Type: Value 2001-2006
Table 18 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 19 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 20 Sales of Laundry Aids by Type: Value 2001-2006
Table 21 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 22 Laundry Care Company Shares 2002-2006
Table 23 Laundry Care Brand Shares 2003-2006
Table 24 Laundry Detergents Company Shares 2002-2006
Table 25 Laundry Detergents Brand Shares 2003-2006
Table 26 Laundry Aids Company Shares 2002-2006
Table 27 Laundry Aids Brand Shares 2003-2006
Table 28 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 29 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 30 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 31 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 32 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 33 Dishwashing Products Company Shares 2002-2006
Table 34 Dishwashing Products Brand Shares 2003-2006
Table 35 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 36 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Surface Care by Subsector: Value 2001-2006
Table 38 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 39 Sales of Wipes by Type: Value 2001-2006
Table 40 Sales of Wipes by Type: % Value Growth 2001-2006
Table 41 Surface Care Company Shares 2002-2006
Table 42 Surface Care Brand Shares 2003-2006
Table 43 Wipes Company Shares 2002-2006
Table 44 Wipes Brand Shares 2003-2006
Table 45 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 46 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Chlorine Bleach: Value 2001-2006
Table 48 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 49 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 50 Chlorine Bleach Brand Shares 2003-2006
Table 51 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 52 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 54 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 55 Toilet Care Products Company Shares 2002-2006
Table 56 Toilet Care Products Brand Shares 2003-2006
Table 57 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 58 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Polishes by Subsector: Value 2001-2006
Table 60 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 61 Polishes Company Shares 2002-2006
Table 62 Polishes Brand Shares 2003-2006
Table 63 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 64 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Air Care by Subsector: Value 2001-2006
Table 66 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 67 Leading Air Care Fragrances 2006
Table 68 Air Care Company Shares 2002-2006
Table 69 Air Care Brand Shares 2003-2006
Table 70 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 71 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN CHINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Insecticides by Subsector: Value 2001-2006
Table 73 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 74 Insecticides Company Shares 2002-2006
Table 75 Insecticides Brand Shares 2003-2006
Table 76 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011