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Dishwashing - China - May 2013

Most Chinese consumers wash their dishes by hand on a daily basis, so beyond cleaning power consumers are looking for more products that are skin-safe, environmentally friendly, provide added hygiene through antibacterial action and are convenient to use.”

– Matthew Crabbe, Director of Research, Asia-Pacific

Some questions answered in this report include:

  • How are consumer's dishwashing habits determining product use?
  • Does product effectiveness remain a key purchasing factor?
  • Do additional selling points create a competitive advantage?
  • How are dishwashers perceived by the consumer?

 

Report Introduction:

Slowing market value growth is forcing the leading dishwashing products manufacturers to constantly innovate with new products in order to maintain consumer interest and meet growing demand for more effective cleaning power and more functional features.

Most Chinese consumers wash their dishes by hand on a daily basis, so beyond cleaning power consumers are looking for more products that are skin-safe, environmentally friendly, provide added hygiene through antibacterial action and are convenient to use. There is also growing demand for products that have functions other than washing dishes, such as for washing fruit and vegetables and sanitising baby bottles.

The dishwasher detergents market remains small due to the low penetration of dishwashing machines, but if that market accelerates there will be an increasing need for manufacturers of machine wash detergents also to innovate in order to remain ahead of their competitors.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Total market for dishwashing detergent products in China, 2007-17
              • Companies and brands
                • Figure 2: Leading dishwashing product manufacturer value market shares, 2009-12
              • The consumer
                • Figure 3: Factors ranked first when purchasing hand dishwashing detergents, February 2013
              • Key trends
                • Consumer dishwashing habits determine product use
                  • Figure 4: Frequency of washing dishes by hand in the last 12 months, by marital status, February 2013
                • Product effectiveness is key purchasing factor
                  • Figure 5: New product launch format claims, 2010-12
                • Additional selling points increasingly a competitive advantage
                  • Figure 6: New product function and ingredient claims, 2010-12
                • Dishwashers seen as convenient but wasteful
                  • Figure 7: Attitudes towards dishwashers, February 2013
              • The Market

                • Key points
                  • Total market size
                    • Figure 8: Total market for dishwashing detergent products in China, 2007-17
                  • Hand dishwashing product sector size
                    • Figure 9: Total market for hand dishwashing detergent products in China, 2007-17
                  • Machine dishwashing product sector size
                    • Figure 10: Total market for machine dishwashing detergent products in China, 2007-17
                    • Figure 11: Registered volume consumption of dishwashers, by type, 2009-12
                  • Market growth driven by trading up by consumers
                    • Figure 12: Attitudes towards hand dishwashing detergents, February 2013
                  • Consumers demanding more functional attributes
                    • Figure 13: Factors considered when purchasing hand dishwashing detergents, February 2013
                • Companies and Brands

                  • Key points
                    • Leading company market shares
                      • Figure 14: Leading dishwashing product manufacturer value market shares, 2009-12
                    • Leading company turnover growth
                      • Figure 15: Leading manufacturer dishwashing product value turnover, 2009-12
                    • Liby Group
                        • Figure 16: Liby Group recent product launches by brand, 2010-12
                      • Nice Group
                          • Figure 17: Nice Group recent product launches by brand, 2010-12
                        • Shanghai Hutchison WhiteCat Co., Ltd.
                            • Figure 18: Shanghai Hutchison WhiteCat recent product launches, 2010-12
                          • Zhongshan Lanju Daily Chemical Co., Ltd.
                            • China Nafine Group International Co., Ltd.
                                • Figure 19: China Nafine Group International recent product launches, 2010-12
                                • Figure 20: Nafine Chemical Industry Group Co., Ltd: Financial results, 2010-12
                            • The Consumer

                              • Key points
                                • Most consumers continue to wash dishes by hand on a daily basis
                                    • Figure 21: Frequency of washing dishes by hand in the last 12 months, February 2013
                                    • Figure 22: Ownership and usage of dishwashers, February 2013
                                    • Figure 23: Factors ranked first when purchasing hand dishwashing detergents, February 2013
                                    • Figure 24: Features that most interest consumers in hand dishwashing detergents, February 2013
                                    • Figure 25: Attitudes towards hand dishwashing detergents, February 2013
                                    • Figure 26: Attitudes towards dishwashers, February 2013
                                • Consumer Dishwashing Habits Determine Product Use

                                  • Key points
                                    • Frequency of washing dishes by hand
                                        • Figure 27: Frequency of washing dishes by hand in the last 12 months, February 2013
                                        • Figure 28: Frequency of washing dishes by hand in the last 12 months, by gender and age group, February 2013
                                      • Married consumers with children tend to be more frequent users
                                        • Figure 29: Frequency of washing dishes by hand in the last 12 months, by marital status, February 2013
                                        • Figure 30: Frequency of washing dishes by hand in the last 12 months, by children in household, February 2013
                                        • Figure 31: Frequency of washing dishes by hand in the last 12 months, by income group, February 2013
                                        • Figure 32: Attitudes towards hand dishwashing detergents, by frequency of washing dishes by hand in the last 12 months, February 2013
                                      • Ownership and usage of dishwashers
                                          • Figure 33: Ownership and usage of dishwashers, February 2013
                                          • Figure 34: Ownership and usage of dishwashers, by gender and age group, February 2013
                                          • Figure 35: Ownership and usage of dishwashers, by marital status, February 2013
                                          • Figure 36: Ownership and usage of dishwashers, by children in household, February 2013
                                          • Figure 37: Ownership and usage of dishwashers, by income group, February 2013
                                          • Figure 38: Ownership and usage of dishwashers, by region, February 2013
                                          • Figure 39: Attitudes towards dishwashers, by frequency of washing dishes by hand in the last 12 months, February 2013
                                        • What it means
                                        • Product Effectiveness Remains Key Purchasing Factor

                                          • Key points
                                            • Cleaning power the key purchase factor among consumers
                                                • Figure 40: Factors ranked first when purchasing hand dishwashing detergents, February 2013
                                                • Figure 41: Factors considered when purchasing hand dishwashing detergents, by rank, February 2013
                                                • Figure 42: Key factors ranked first when purchasing hand dishwashing detergents, by gender and age group, February 2013
                                                • Figure 43: Key factors ranked first when purchasing hand dishwashing detergents, by children in household, February 2013
                                              • New product format launches focus on concentration and residue reduction
                                                • Figure 44: New product launch format claims, 2010-12
                                              • What it means
                                              • Additional Selling Points Increasingly a Competitive Advantage

                                                • Key points
                                                  • Hand dishwashing detergent features consumers are most interested in
                                                    • Figure 45: Features that most interest consumers in hand dishwashing detergents ranked first, February 2013
                                                    • Figure 46: Ranked features that most interest consumers in hand dishwashing detergents, February 2013
                                                    • Figure 47: Ranked features that most interest consumers in hand dishwashing detergents, by marital status, February 2013
                                                    • Figure 48: Ranked features that most interest consumers in hand dishwashing detergents, by children in household, February 2013
                                                  • Consumer attitudes to hand dishwashing products
                                                    • Figure 49: Attitudes towards hand dishwashing detergents, February 2013
                                                    • Figure 50: Attitudes towards hand dishwashing detergents, by Frequency of washing dishes by hand in the last 12 months, February 2013
                                                    • Figure 51: Attitudes towards hand dishwashing detergents, by income group, February 2013
                                                    • Figure 52: Attitude towards hand dishwashing detergents, by marital status and by children in household, February 2013
                                                    • Figure 53: Attitude towards hand dishwashing detergents, by region, February 2013
                                                  • New product fragrances becoming more diverse
                                                    • Figure 54: New product fragrances, 2010-12
                                                  • New product function and ingredient claims focus on the ‘natural’
                                                    • Figure 55: New product function and ingredient claims, 2010-12
                                                  • What it means
                                                  • Dishwashers Seen as Convenient But Wasteful

                                                    • Key points
                                                      • Dishwashers still restricted in consumer uptake in China
                                                        • Figure 56: Total market for machine dishwashing detergent products in China, 2007-17
                                                        • Figure 57: Registered volume consumption of dishwashers by type, 2009-12
                                                      • Dishwasher detergent features that interest consumers the most
                                                        • Figure 58: Dishwasher detergent features that interest consumers the most ranked first, February 2013
                                                        • Figure 59: Dishwasher detergent features that interest consumers the most, by rank, February 2013
                                                        • Figure 60: Dishwasher detergent features that interest consumers the most ranked first, by gender and age group, February 2013
                                                      • Attitudes towards dishwashers
                                                        • Figure 61: Attitudes towards dishwashers, February 2013
                                                        • Figure 62: Attitudes towards dishwashers, by gender and age group, February 2013
                                                        • Figure 63: Attitudes towards dishwashers, by income group, February 2013
                                                        • Figure 64: Attitudes towards dishwashers, by marital status and by children in household, February 2013
                                                      • Recent dishwasher product launches
                                                        • What it means
                                                        • Appendix: Frequency of Washing Dishes by Hand in the Last 12 months

                                                            • Figure 65: Frequency of washing dishes by hand in the last 12 months, February 2013
                                                            • Figure 66: Frequency of washing dishes by hand in the last 12 months, by demographics, February 2013
                                                        • Appendix: Ownership and Usage of Dishwashers

                                                            • Figure 67: Ownership and usage of dishwasher, February 2013
                                                            • Figure 68: Ownership and usage of dishwasher, by demographics, February 2013
                                                        • Appendix: Factors Considered When Purchasing Hand Dishwashing Detergents

                                                            • Figure 69: Factors considered when purchasing hand dishwashing detergents, February 2013
                                                            • Figure 70: Top ranked factors considered when purchasing hand dishwashing detergents, by demographics, February 2013
                                                        • Appendix: Features That Most Interest Consumers in Hand Dishwashing Detergents

                                                            • Figure 71: Features that most interest consumers in hand dishwashing detergents, February 2013
                                                            • Figure 72: Most top ranked interested features of hand dishwashing detergents, by demographics, February 2013
                                                            • Figure 73: Next most top ranked interested features of hand dishwashing detergents, by demographics, February 2013
                                                        • Appendix: Dishwasher Detergent Features that Interest Consumers the Most

                                                            • Figure 74: Dishwasher detergent features that interest consumers the most, February 2013
                                                        • Appendix: Attitudes Towards Hand Dishwashing Detergents

                                                            • Figure 75: Attitude towards hand dishwashing detergents, February 2013
                                                            • Figure 76: Attitude towards hand dishwashing detergents, by frequency of washing dishes by hand in the last 12 months, February 2013
                                                            • Figure 77: Attitudes towards hand dishwashing detergents, by demographics, February 2013
                                                        • Appendix: Attitudes Towards Dishwashers

                                                            • Figure 78: Attitudes towards dishwashers, February 2013
                                                            • Figure 79: Attitudes towards dishwashers, by ownership and usage of dishwasher, February 2013
                                                            • Figure 80: Attitudes towards dishwashers, by frequency of washing dishes by hand in the last 12 months, February 2013
                                                            • Figure 81: Most popular attitudes towards dishwashers, by demographics, February 2013
                                                            • Figure 82: Next most popular attitudes towards dishwashers, by demographics, February 2013

                                                        Companies Covered

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

                                                        Dishwashing - China - May 2013

                                                        £3,273.18 (Excl.Tax)