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Home Care in China

February 2021
USD 2,650
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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

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Distribution of Home Care by Format: % Value 2015-2020 Table 7 Distribution of Home Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Home Care by Category: Value 2020-2025 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in China

KEY DATA FINDINGS

2020 IMPACT

Fall in unit price weakens laundry care’s performance
Laundry sanitiser category sees dynamic growth
Leaders lose share to players adopting competitive pricing strategies

RECOVERY AND OPPORTUNITIES

Upmarket trend to support value growth
Liquid detergents likely to see more movement
Positive outlook for laundry sanitiser category

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in China

KEY DATA FINDINGS

2020 IMPACT

Increase in home cooking boosts demand during the COVID-19 crisis
Growing demand for table-top dishwashers boosts automatic dishwashing sales
Strong growth for e-commerce

RECOVERY AND OPPORTUNITIES

Unit price recovery set to support continued growth in hand dishwashing
Automatic dishwashing set to benefit from deepening penetration of dishwashers
Opportunities for products targeting Chinese consumers’ cooking habits and hygiene-consciousness

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in China

KEY DATA FINDINGS

2020 IMPACT

Surface care registers strong performance in 2020
Strong demand for home care disinfectants
Home care disinfectants players thrive in 2020

RECOVERY AND OPPORTUNITIES

COVID-19 set to have permanent impact on consumer behaviour
Resurgence of interest in green products
Positive outlook for impregnated wet wipes

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in China

KEY DATA FINDINGS

2020 IMPACT

Demand supported by hygiene-consciousness, though many consumers prefer home care disinfectants
Strong online growth
High level of regionalisation

RECOVERY AND OPPORTUNITIES

Hygiene-awareness and budget-consciousness to support demand
Further growth for e-commerce
Lack of investment likely

CATEGORY DATA

Table 42 Sales of Bleach: Value 2015-2020 Table 43 Sales of Bleach: % Value Growth 2015-2020 Table 44 NBO Company Shares of Bleach: % Value 2016-2020 Table 45 LBN Brand Shares of Bleach: % Value 2017-2020 Table 46 Forecast Sales of Bleach: Value 2020-2025 Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in China

KEY DATA FINDINGS

2020 IMPACT

Hygiene-awareness and more time at home drive growth
In-cistern devices sees strong growth
Shanghai Johnson remains dominant, but smaller players gain share

RECOVERY AND OPPORTUNITIES

Positive outlook despite normalisation of usage
In-cistern devices set to lead growth
Further development of e-commerce

CATEGORY DATA

Table 48 Sales of Toilet Care by Category: Value 2015-2020 Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in China

KEY DATA FINDINGS

2020 IMPACT

Polishes not seen as essential
Lack of manufacturer investment
Shanghai Johnson reinforces lead

RECOVERY AND OPPORTUNITIES

Return to growth without full recovery
Shoe polish to suffer from footwear trends
Stronger performance from furniture polish and floor polish

CATEGORY DATA

Table 54 Sales of Polishes by Category: Value 2015-2020 Table 55 Sales of Polishes by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Polishes: % Value 2016-2020 Table 57 LBN Brand Shares of Polishes: % Value 2017-2020 Table 58 Forecast Sales of Polishes by Category: Value 2020-2025 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in China

KEY DATA FINDINGS

2020 IMPACT

Stronger growth in 2020
Competition from home care disinfectants
Shanghai Johnson retains lead but loses share

RECOVERY AND OPPORTUNITIES

Positive outlook
Continued trend towards e-commerce
Health concerns a potential constraint on spray/aerosol air fresheners

CATEGORY DATA

Table 60 Sales of Air Care by Category: Value 2015-2020 Table 61 Sales of Air Care by Category: % Value Growth 2015-2020 Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in China

KEY DATA FINDINGS

2020 IMPACT

Continuation of trends as COVID-19 has little impact
Shift to electric insecticides
E-commerce expansion creating potential for disruption of competitive landscape

RECOVERY AND OPPORTUNITIES

Electric insecticides offers most potential
Health impact a key consideration
Growing interest in “baby safe” products

CATEGORY DATA

Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

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

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