Home Care in China
Home care in 2022: The big picture
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
Summary 1 Research Sources
Air Care in China
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
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
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
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
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
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
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
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