Home Care in China

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in China report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in China?
  • Which are the leading brands in Home Care in China?
  • How are products distributed in Home Care in China?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?
Download Table of Contents

Home Care in China

Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Air Care in China

KEY DATA FINDINGS

Air care products are maintaining growth, but a challenge to recover to pre-pandemic levels
The functionality of air care products has been prominently showcased in recent years
The rise of domestic fragrance brands is squeezing traditional air care brands
Increased car sales may drive the growth of car air fresheners in the future
Air care fragrance has been a crucial factor in attracting consumers, with traditional Chinese scents becoming particularly popular
Table 10 Sales of Air Care by Category: Value 2018-2023
Table 11 Sales of Air Care by Category: % Value Growth 2018-2023
Table 12 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 13 NBO Company Shares of Air Care: % Value 2019-2023
Table 14 LBN Brand Shares of Air Care: % Value 2020-2023
Table 15 Forecast Sales of Air Care by Category: Value 2023-2028
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2023-2028

Bleach in China

KEY DATA FINDINGS

Domestic brands dominate sales of bleach
The share of online purchases of bleach is increasing rapidly
Consumers are paying more attention to the ingredients of bleach
The primary functions of bleach may gradually be replaced by other product categories in the future
Table 17 Sales of Bleach: Value 2018-2023
Table 18 Sales of Bleach: % Value Growth 2018-2023
Table 19 NBO Company Shares of Bleach: % Value 2019-2023
Table 20 LBN Brand Shares of Bleach: % Value 2020-2023
Table 21 Forecast Sales of Bleach: Value 2023-2028
Table 22 Forecast Sales of Bleach: % Value Growth 2023-2028

Dishwashing in China

KEY DATA FINDINGS

Flat growth for dishwashing in China as average unit price drops
Liby leads growth in hand dishwashing
Growth in automatic dishwashing powders will slow
Natural ingredient additives still in fashion for hand dishwashing products
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2018-2023
Table 25 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 26 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 27 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 28 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028

Home Insecticides in China

KEY DATA FINDINGS

Decline in sales of home insecticides continues in 2023
Electric insecticides see more growth than other subcategories
Personal care products may be a threat to home insecticides
Fragmented competition set to carry on in home insecticides
Table 30 Sales of Home Insecticides by Category: Value 2018-2023
Table 31 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 33 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 34 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 35 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028

Laundry Care in China

KEY DATA FINDINGS

Laundry care category remains stable in 2023
Segmented detergents and laundry aids remain popular
Diversified product portfolios an advantage in a competitive market
Scented trend boosted by consumer consciousness and brand action
Extra care for families with pets and children – a new and niche trend in laundry care
Table 37 Household Possession of Washing Machines 2018-2023
Table 38 Sales of Laundry Care by Category: Value 2018-2023
Table 39 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 40 Sales of Laundry Aids by Category: Value 2018-2023
Table 41 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 42 Sales of Laundry Detergents by Category: Value 2018-2023
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 44 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 45 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 46 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 48 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 50 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028

Polishes in China

KEY DATA FINDINGS

Moderate value growth for polishes in China
Concentration persists as profit margins decrease for polishes
Furniture polish to face declines as consumers shift from wooden furniture
Floor polish forecast to see growth slow down
Table 52 Sales of Polishes by Category: Value 2018-2023
Table 53 Sales of Polishes by Category: % Value Growth 2018-2023
Table 54 NBO Company Shares of Polishes: % Value 2019-2023
Table 55 LBN Brand Shares of Polishes: % Value 2020-2023
Table 56 Forecast Sales of Polishes by Category: Value 2023-2028
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2023-2028

Surface Care in China

KEY DATA FINDINGS

Surface care sales maintain growth, driven by home care cleaning habits retained after COVID-19
Disinfection and sterilisation become prominent functions in surface care product advertising
Shanghai Johnson maintains the surface care market leader position
More diversified e-commerce channels and more intense price competition expected in different e-commerce channels
The prevalence of the “lazy economy” is predicted to drive sales of surface care products which are more convenient and efficient
Table 58 Sales of Surface Care by Category: Value 2018-2023
Table 59 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 62 NBO Company Shares of Surface Care: % Value 2019-2023
Table 63 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 66 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028

Toilet Care in China

KEY DATA FINDINGS

Toilet care products carry on growth momentum in 2023
Mr Muscle maintains leading position
In-cistern devices favoured by Chinese consumers
Multifunctional products may hamper growth in toilet liquids/foam
Table 68 Sales of Toilet Care by Category: Value 2018-2023
Table 69 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 70 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 71 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 72 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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