Home Care in China

January 2023
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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?

Home Care in China

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in China

KEY DATA FINDINGS

Value growth rate slows in air care under economic pressure
Enhanced scents and emerging demand for functional products
E-commerce drives growth for emerging players
Growth expected to rebound, driven by demand for products to improve mood
Challenge likely from outside the category
Table 10 Sales of Air Care by Category: Value 2017-2022
Table 11 Sales of Air Care by Category: % Value Growth 2017-2022
Table 12 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in China

KEY DATA FINDINGS

Bleach records expansion during 2022 due to COVID-19 outbreaks
Many consumers favour smaller bleach brands for their superior value
Players will have to address consumers’ safety concerns to prevent category switching
The rising demand for different functionalities likely to limit growth
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in China

KEY DATA FINDINGS

Growth slows, with price polarisation between product types
In the highly competitive dishwashing category Liby gains share, but Finish outperforms the rest
Skin-friendly, food formula and green products are rising in hand dishwashing
Automatic dishwashing has potential for growth as dishwasher penetration increases
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in China

KEY DATA FINDINGS

Electric insecticides are growing in popularity along with enhanced functionality
High temperatures lead to declines in demand in two large home insecticides categories
Insecticide coils will increasingly be shunned, replaced with more natural mosquito repellent liquids
The persistent threat from insect infestations will maintain solid demand, but challenges will remain
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 33 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 34 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 35 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in China

KEY DATA FINDINGS

Dynamic growth momentum for detergent tablets persists
Segmented detergents and laundry aids see rising popularity
Average prices decline in some categories despite rising costs, as e-commerce penetration deepens
Premium perfume-inspired scents to become a new battleground for laundry care products
Share of powder detergents to fall, as liquid detergents and detergent tablets gain favour
Table 37 Household Possession of Washing Machines 2017-2022
Table 38 Sales of Laundry Care by Category: Value 2017-2022
Table 39 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 40 Sales of Laundry Aids by Category: Value 2017-2022
Table 41 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 42 Sales of Laundry Detergents by Category: Value 2017-2022
Table 43 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 45 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 46 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 47 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 48 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 49 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 50 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in China

KEY DATA FINDINGS

Little movement in overall sales of polishes in 2022
Shoe polish continues to decline, due to a lack of innovation, home working and casualisation
The move away from wooden floors will hamper the growth of floor polish
Furniture polish set to struggle in volume terms due to consumers’ busy lives
Table 52 Sales of Polishes by Category: Value 2017-2022
Table 53 Sales of Polishes by Category: % Value Growth 2017-2022
Table 54 NBO Company Shares of Polishes: % Value 2018-2022
Table 55 LBN Brand Shares of Polishes: % Value 2019-2022
Table 56 Forecast Sales of Polishes by Category: Value 2022-2027
Table 57 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in China

KEY DATA FINDINGS

Value sales return to higher growth in 2022, driven by increasing hygiene awareness
Natural ingredients remain popular, and sophisticated demand drives innovation
Shanghai Johnson maintains its lead
Stable outlook along with normalisation of demand
Cross-industry cooperation should be considered to minimise the competition
Table 58 Sales of Surface Care by Category: Value 2017-2022
Table 59 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 62 NBO Company Shares of Surface Care: % Value 2018-2022
Table 63 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 66 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in China

KEY DATA FINDINGS

Toilet care sees dynamic growth in 2022
E-commerce records continued sales and share growth in 2022
Rising awareness of hygiene and personal protection set to expand usage of toilet care products
ITBs expected to have a brighter outlook over the forecast period
Table 68 Sales of Toilet Care by Category: Value 2017-2022
Table 69 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 71 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 72 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
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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