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Cleaning the House - China - March 2016

“Apart from concentrating on driving sales through encouraging more frequent usage of household cleaning products, brands should also focus on product development in products featuring creative packaging design and natural ingredients to add to value perceptions. Opportunities also exist for robotic electronic house cleaning products to cater for more sophisticated consumers' interest in higher efficacy and longer-lasting protection.”

Laurel Gu, Research Manager

This report looks at the following areas:

  • Drive the usage of household cleaning products
  • Regular cleaning services are yet to take off
  • Future of electronic cleaning tools
  • Market opportunity for cleaning products featuring novel packaging solutions

This Report looks into the trends in consumers' cleaning habits and their attitude towards cleaning the house. This includes cleaning rooms (eg kitchen, bedroom, bathroom, living room).

The Report can be relevant to manufacturers of cleaning tools (both electronic and manual ones), multipurpose and specialised household cleaning products as well as operators of regular and ad-hoc household cleaning services. Companies dealing with household appliances, brand marketing and advertising can also benefit from reading this Report as to understand Chinese consumers’ evolving lifestyles.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Demographic classification
          • Household income
          • Executive Summary

              • Keeping the house clean becomes a common need
                • Figure 1: Cleaning routine, by household composition, Dec 2015
              • Cleaning hard-to-reach places is the biggest problem
                • Figure 2: Most annoying cleaning problems, December 2015
              • Natural cleaning products have gained popularity
                • Figure 3: Perceptions for different cleansing ingredients, Dec 2015
              • Robotic household cleaning electronic appliances to appeal to ‘Quality cleaners’ and ‘Convenience seekers’
                • Figure 4: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
                • Figure 5: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
              • Professional household cleaning services to target ‘Convenience seekers’
                • Figure 6: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
              • What we think
              • Issues and Insights

                • Drive the usage of household cleaning products
                  • The facts
                    • The implications
                      • Regular cleaning services are yet to take off
                        • The facts
                          • The implications
                            • Figure 7: Example of different regular cleaning service package offerings, 2015
                          • Future of electronic cleaning tools
                            • The facts
                              • The implications
                                • Market opportunity for cleaning products featuring novel packaging solutions
                                  • The facts
                                    • The implications
                                      • Figure 8: Example of cleaning products coming with functional applicators, 2014-15, Global
                                      • Figure 9: Example of cleaning products featuring automatic dose-control functions, 2014-15, Global
                                  • Overview of Trends in Cleaning the House

                                    • Cleaning standards rise alongside urbanisation
                                      • People start look for more than just ‘spotless’
                                        • Figure 10: Retail value sales of household cleaning products and laundry detergent products, RMB Million, China, 2011-15
                                      • Increasing health consciousness drives demand for natural cleaning products
                                        • Extra hands are needed as life gets busier
                                          • Figure 11: Activity level of the trend “Life Hacking”, global, 2015
                                      • The Consumer – What You Need to Know

                                        • More people start to use professional household cleaning services
                                          • Natural cleaning products and robotic cleaning tools are leading trends
                                            • Household cleaning products face cross-category competition from other types of detergents
                                              • Gleditsia sinensis is the preferred natural cleansing ingredient
                                                • Cleaning hard-to-reach places are most annoying
                                                  • Targeting ‘Quality cleaners’ and ‘Convenience seekers’
                                                  • Who Does the Cleaning?

                                                    • Both men and women do cleaning jobs
                                                      • Figure 12: Cleaning responsibility, by demographics, Dec 2015
                                                    • Households using regular cleaning services are increasing
                                                      • Regular cleaning service appeals to busy consumers
                                                        • Figure 13: % who hire someone to clean the house, by age and city, Dec 2015
                                                      • Better educated consumers are more likely to use regular cleaning services
                                                        • Figure 14: % who hire someone to clean the house, by education, Dec 2015
                                                    • Cleaning Habits

                                                      • Consumers do both regular and spot cleaning to keep their house tidy
                                                        • Figure 15: Cleaning routine, by household composition, Dec 2015
                                                      • Households with child(ren) and pets do more spot cleans
                                                        • Figure 16: % who clean immediately when they notice an untidy area, by household composition, Dec 2015
                                                      • Increasing popularity of robotic cleaners and lapsed usage of vacuum cleaners
                                                        • Figure 17: Electronic cleaning tool usage, by demographics, Dec 2015
                                                      • Disposable cleaning tools appeal to a small group
                                                        • Figure 18: disposable cleaning tools preference, by demographics, Dec 2015
                                                      • Natural cleaning products get popular while imported ones remain niche
                                                        • Figure 19: natural and imported cleaner usage, by demographics, Dec 2015
                                                      • Adhoc cleaning services gained more users than regular cleaning service
                                                        • Figure 20: Door-to-door cleaning service usage, by demographics, December 2015
                                                    • Usage of Different Types of Detergents

                                                      • Consumers are more likely to use household cleaning products in the kitchen and the bathroom
                                                        • Figure 21: Household cleaner usage in different parts of the house, Dec 2015
                                                      • Household cleaning products face competition from dishwashing detergents and soap
                                                        • Figure 22: Cleaning products used to clean different parts of the house, Dec 2015
                                                      • Strong disinfecting need when cleaning the bathroom
                                                        • Figure 23: Disinfectant usage in different parts of the house, December 2015
                                                        • Figure 24: New household cleaning products with an anti-bacterial claim, by subcategories, 2015
                                                    • Annoying Cleaning Problems

                                                      • Hard-to-reach places are most annoying
                                                        • Figure 25: Most annoying cleaning problems, December 2015
                                                      • Consumers looking for better odour-neutralising products
                                                        • Figure 26: Example of cleaning products specialising in odour-neutralising, 2014
                                                        • Figure 27: Example of household care products targeting households with pets, Global market, 2014-15
                                                      • Females are concerned about cleaning products being irritating to skin
                                                        • Figure 28: % of consumers who find it annoying that cleaning products irritate hand/the skin, by gender, December 2015
                                                      • Professional cleaning services users are annoyed by the complicated and dirty cleaning tasks
                                                        • Figure 29: Most annoying cleaning problems, by professional cleaning service usage, December 2015
                                                      • Imported cleaner users find irritants and cleaner residues annoying
                                                        • Figure 30: Most annoying cleaning problems, by product usage, December 2015
                                                    • Perceptions for Different Cleansing Ingredients

                                                      • Gleditsia sinensis is perceived as the most effective natural cleansing ingredient
                                                          • Figure 31: Perceptions for different cleansing ingredients, Dec 2015
                                                          • Figure 32: Example of cleansing products featuring gleditsia sinensis, China, 2015
                                                        • Gleditsia sinensis and natural soda appeal to the high income consumers as effective cleaning ingredients
                                                          • Figure 33: Effectiveness perceptions for selected cleansing ingredients, by household income, Dec 2015
                                                          • Figure 34: Example of household cleansing products featuring natural soda, Taiwan, 2015
                                                        • Consumers living in the South trust in the disinfecting benefits from natural soda
                                                          • Figure 35: Disinfecting perceptions for different cleansing ingredients, by region, Dec 2015
                                                      • Attitude towards Cleaning the House

                                                        • Four types of consumers
                                                          • Figure 36: Consumer segmentation based on their attitudes towards cleaning the house, December 2015
                                                        • Brands should prioritise marketing to the ‘Quality cleaners’ and the ‘Convenience seekers’
                                                          • Figure 37: Consumer segmentation, by demographics, December 2015
                                                          • Figure 38: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
                                                        • High-end cleaning products and innovative cleaning tools to appeal to ‘Quality cleaners’
                                                            • Figure 39: Consumer attitudes towards cleaning the house (% of “agree strongly”) and cleaner usage habits (% of have ever done), by consumer segmentation, December 2015
                                                          • ‘Convenience seekers’ are willing to pay for professional cleaning services
                                                            • Figure 40: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
                                                          • Routine cleaners are yet to be traded up
                                                            • Figure 41: Consumer attitudes towards cleaning the house (% of “agree strongly”), by consumer segmentation, December 2015
                                                            • Figure 42: Most annoying cleaning problems, by consumer segmentation, December 2015
                                                        • Meet the Mintropolitans

                                                          • Mintropolitans are more likely to have house cleaning responsibilities
                                                            • Figure 43: Cleaning responsibility, by demographics, Dec 2015
                                                          • Mintropolitans are early adopters in using digital cleaning devices, premium cleaning products and professional cleaning services
                                                            • Figure 44: Cleaning habits, by consumer segmentation, Dec 2015
                                                          • Mintropolitans appreciate natural cleansing ingredient
                                                            • Figure 45: Perceptions for different cleansing ingredients, by consumer segmentation, Dec 2015
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Why Mintropolitans?
                                                              • Who are they?
                                                                • Figure 46: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                • Figure 47: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                              • Abbreviations

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Cleaning the House - China - March 2016

                                                              £3,195.84 (Excl.Tax)