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Dishwashing - China - May 2014

“The dishwashing products market has maintained stable growth over the past few years, with the future growth trend expected to continue at similar pace. The development of online retail channels and the expansion of modern trade have widened people’s choice and enabled regional and international brands to connect with a larger consumer base. In addition, rapid urbanisation and a rise in disposable income along with the government’s facilitation for natural, biodegradable surfactant pave the way for further demand.
– Jade Liu – Senior Research Analyst

Some questions answered in this report include:

  • What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
  • Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
  • How can brands leverage scents and packaging to maintain consumer interest?

As competition intensifies, multi-dimensional products focusing on effective cleaning, ease of use, and natural and chemical free ingredients will gain competitive edge. Furthermore, brands can adopt category blurring concepts to spur excitement for trial and delve into specialised dishwashing detergent products to prompt additional usage occasions.

Emotion-driven product innovations leveraging scent and package varieties satisfy consumers’ experiential consumption mindset, while multi-pack bundling with bulk discount is an effective online promotional strategy to encourage trial of expensive dishwashing detergent products with premium prices.


Dishwashing Trends-China

The latest product development to ease out safety fears is the launch of specialised fruit and vegetable/babies’ bottle dishwashing detergents that claims to be ‘natural’, ‘chemical-free’, ‘pure’, ‘clean’, ‘odourless’, and use ‘food grade ingredients’. While product claims like ‘free-from certain ingredients’ can alleviate the ‘chemical nightmare’, brands need to pay attention not to use vague buzzwords such as ‘natural’.
 
The impact of products on alternative mood and emotional well-being has become a key issue. Dishwashing brands should aim to develop products that can inspire and influence shoppers at the moment of purchase and help consumers to create a sense of enjoyment during dishwashing. Attractive package design helps to trigger impulse purchase at stores, while unique scents can create a fun usage experience at home to secure repeat purchase.

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Total China value sales of dishwashing products market, 2008-18
                • Companies and brands
                  • Figure 2: Leading companies’ market share in China’s dishwashing products market, by value, 2012-13
                • The consumer
                  • Dishwasher penetration
                    • Figure 3: Dishwasher penetration, February 2014
                  • Frequency of household dishwashing by hand
                    • Figure 4: Frequency of household dishwashing by hand, February 2014
                  • Roles in the household for hand dishwashing task
                    • Figure 5: Roles in household hand dishwashing task, by gender, February 2014
                  • Problems encountered when using hand dishwashing detergents
                    • Figure 6: Problems encountered when using hand dishwashing detergents, February 2014
                  • Purchase consideration factors for hand dishwashing detergents
                    • Figure 7: Purchase consideration factor for hand dishwashing detergents, February 2014
                  • Interest in different types of hand dishwashing detergents
                    • Figure 8: Interest in different types of hand dishwashing detergents, February 2014
                  • Attitudes towards dishwashing detergents
                    • Figure 9: Attitudes towards dishwashing detergents, February 2014
                  • Key trends
                    • What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
                      • Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
                        • How can brands leverage scents and packaging to maintain consumer interest?
                          • What we think
                          • Issues and Insights

                            • What kinds of dishwashing detergent products can most effectively fill the needs gap in the market?
                              • Key points
                                • The implications
                                  • Figure 10: Interest in different types of hand dishwashing detergents, February 2014
                                • Why are multi-dimensional dishwashing products important for brands to stay competitive in the market?
                                  • Key points
                                    • The implications
                                      • Figure 11: Top dishwashing product claims, 2009-13
                                      • Figure 12: Examples of multi-dimensional products from overseas markets, 2013
                                    • How can brands leverage scents and packaging to maintain consumer interest?
                                      • Key points
                                        • The implications
                                          • Figure 13: Number of new products launched, by categories and by countries, 2010-14
                                          • Figure 14: Examples of dishwashing detergent products with innovative scents and package designs from overseas markets, 2013-14
                                      • Trend Application

                                          • How can brands alleviate safety concerns in the chemical dominated dishwashing product market?
                                            • How important are mood manipulating emotional benefits in dishwashing products selection?
                                            • Market Size and Forecast

                                              • Key points
                                                • Market size and forecast
                                                  • The dishwashing products market maintains stable growth
                                                    • Figure 15: China total value sales of dishwashing detergent products, 2008-13
                                                  • Per capita spending yet to be pushed
                                                    • Figure 16: Top 8 dishwashing detergent products consumption nations and their annual per capita spending, 2012
                                                  • A consistent growth rate is forecast to continue
                                                    • Figure 17: Total China value sales of dishwashing products market, 2008-18
                                                  • Market drivers
                                                    • Government issued policy to adopt natural surfactant
                                                      • Rapid urbanisation sets larger population base to grow demand
                                                        • Rise in disposable income marks potential for premium products
                                                          • Figure 18: China urban per capita disposable income, 2009-13
                                                        • Online retailing assists regional and international brands to grow national presence
                                                          • Modern trade expansion strengthens product accessibility
                                                            • Market barriers
                                                              • Limited product innovation restricts future growth
                                                                • Figure 19: Number of new product launch, by dishwashing and fabric care categories, 2010-14
                                                              • Traditional media advertising focus misses out a large potential customer base in the digital world
                                                                • Idle dishwashers restrict demand for machine dishwashing detergent products
                                                                • Market Segmentation

                                                                  • Key points
                                                                    • Hand dishwashing detergents
                                                                      • Figure 20: Hand dishwashing products market, by value, 2008-13
                                                                      • Figure 21: Total China value sales of hand dishwashing detergents, 2008-18
                                                                    • Machine dishwashing detergents
                                                                      • Figure 22: Machine dishwashing products market, by value, 2008-13
                                                                      • Figure 23: Total China value sales of machine dishwashing detergents, 2008-18
                                                                  • Market Share

                                                                    • Key points
                                                                      • Brand share
                                                                        • Figure 24: Leading companies’ market share in China’s dishwashing products market, by value, 2012-13
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Ease of use and time saving products push for convenience
                                                                          • Figure 25: Top claims on new dishwashing product launches – Ease of use and time/speed, 2010-14
                                                                          • Figure 26: Top ranking for purchase consideration factors, February 2014
                                                                          • Figure 27: Examples of ease of use and time saving dishwashing detergent products from overseas markets, 2013
                                                                        • Plant-based ingredients claim on ‘natural’ high ground
                                                                          • Figure 28: Tops claim on new dishwashing product launches – Botanical/Herbal, 2010-14
                                                                          • Figure 29: Examples of plant-based natural dishwashing detergent products from domestic market, 2012-13
                                                                        • ‘Environmentally friendly’ a value proposition to declare
                                                                          • Figure 30: Top claims on new dishwashing product launches – Environmentally friendly products, 2010-14
                                                                          • Figure 31: Examples of environmentally friendly dishwashing detergent products from domestic market, 2012-13
                                                                        • Advanced skin protection formula incorporates moisturising ingredients for sensory appeal
                                                                          • Figure 32: Top claims on new dishwashing product launch – vitamin/mineral fortified and pH neutral, 2010-14
                                                                          • Figure 33: Examples of skin protecting dishwashing detergent products from domestic and overseas markets, 2011-13
                                                                        • Anti-bacterial feature boosts cleaning power
                                                                          • Figure 34: Top claims on new dishwashing product launch – Anti-bacterial, 2010-14
                                                                          • Figure 35: Examples of anti-bacterial dishwashing detergent products from domestic market, 2013-14
                                                                        • Fruit and vegetable detergents extend functions to cover additional usage purposes
                                                                          • Figure 36: Examples of specialized fruit and vegetable dishwashing detergent products from domestic market, 2012-14
                                                                        • Customised baby bottle wash up liquids tap specialised need
                                                                          • Figure 37: Examples of customised baby bottle dishwashing detergent products from domestic market, 2011-13
                                                                        • 2-in-1 dish and hand liquid creates additional usage occasion
                                                                          • Figure 38: Example of cross-category dishwashing detergent products from overseas market, 2013
                                                                        • Multi-pack bundling a good value for money option
                                                                          • Figure 39: Top ranking for purchase consideration factors, February 2014
                                                                          • Figure 40: Examples of multi-pack dishwashing detergent products from China’s online retail market, 2014
                                                                      • Companies and Brands

                                                                        • Liby Group
                                                                          • Nice Group
                                                                            • Shanghai Hutchison WhiteCat Co., Ltd.
                                                                              • Zhongshan Lanju Daily Chemical Industrial Co., Ltd. 
                                                                                • China Nafine Group International Co., Ltd.
                                                                                  • Lonkey Industrial Co., Ltd.
                                                                                  • The Consumer – Dishwasher Penetration

                                                                                    • Key points
                                                                                      • Low dishwasher ownership in China but big potential for growth
                                                                                          • Figure 41: Dishwasher penetration, February 2014
                                                                                        • Adults aged 30-39 are more willing to buy a dishwasher in the near future
                                                                                            • Figure 42: Dishwasher penetration, by age, February 2014
                                                                                          • Greater purchase intentions among higher income households
                                                                                              • Figure 43: Dishwasher penetration, by household income, February 2014
                                                                                          • The Consumer – Frequency of Household Dishwashing by Hand

                                                                                            • Key points
                                                                                              • Dishwashing by hand is mainstream among consumers
                                                                                                  • Figure 44: Frequency of household dishwashing by hand, February 2014
                                                                                                • Higher-income households wash dishes by hand less frequently
                                                                                                  • Figure 45: Most popular frequency of household dishwashing by hand, by household income, February 2014
                                                                                                • More households with children wash dishes by hand at a high frequency
                                                                                                  • Figure 46: Most popular frequency of household dishwashing by hand, by demographics, February 2014
                                                                                              • The Consumer – Roles in the Household for Hand Dishwashing Task

                                                                                                • Key points
                                                                                                  • Females are the main user of dishwashing detergents at home
                                                                                                      • Figure 47: Roles in the household hand dishwashing task, by gender, February 2014
                                                                                                    • Middle-aged females are more likely to be the only one responsible for hand dishwashing
                                                                                                        • Figure 48: Roles in the household hand dishwashing task, by gender and age group, February 2014
                                                                                                      • More tier one city residents do hand dishwashing themselves
                                                                                                          • Figure 49: Roles in the household hand dishwashing task, by city, February 2014
                                                                                                      • The Consumer – Problems Encountered When Using Hand Dishwashing Detergents

                                                                                                        • Key points
                                                                                                          • Rinsing time and skin conditions are the most common problems
                                                                                                            • Consumers concerned more about washing function and skin care features
                                                                                                                • Figure 50: Problems encountered when using hand dishwashing detergents, February 2014
                                                                                                                • Figure 51: Most popular problems encountered when using hand dishwashing detergents, by gender, February 2014
                                                                                                              • Meeting the needs of increasingly sophisticated consumers
                                                                                                                • Figure 52: Problems encountered when using hand dishwashing detergents, February 2014
                                                                                                            • The Consumer – Purchase Consideration Factors for Hand Dishwashing Detergents

                                                                                                              • Key points
                                                                                                                • Ingredients and product performance are top two purchase consideration factors
                                                                                                                  • Cleaning power and rinse off easily are key features consumers look for
                                                                                                                      • Figure 53: Purchase consideration factors for hand dishwashing detergents, February 2014
                                                                                                                    • Different purchase considerations lead to varied tactics for main users
                                                                                                                        • Figure 54: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by age group of females, February 2014
                                                                                                                    • The Consumer – Interest in Different Types of Hand Dishwashing Detergents

                                                                                                                      • Key points
                                                                                                                        • Residue-free products generate the highest level of interest
                                                                                                                          • Understated purchase consideration factor – scent
                                                                                                                              • Figure 55: Interest in different types of hand dishwashing detergents, February 2014
                                                                                                                            • Males are more interested in functions while females product safety
                                                                                                                              • Figure 56: Interest in different types of hand dishwashing detergents-those who have bought it in the last six months, February 2014
                                                                                                                              • Figure 57: Interest in different types of hand dishwashing detergents-those who have bought it in the last six months, February 2014 (continued)
                                                                                                                          • The Consumer – Attitudes Towards Dishwashing Detergents

                                                                                                                            • Key points
                                                                                                                              • Detergents made from natural ingredients worth premium price
                                                                                                                                • Consumers are looking for value for money rather than price
                                                                                                                                  • Brands can play on scent and packaging to expand product variety
                                                                                                                                    • Specialised products worth premium price
                                                                                                                                      • Figure 58: Attitudes towards dishwashing detergents, February 2014
                                                                                                                                    • Increasingly positive attitudes towards dishwashers in China
                                                                                                                                        • Figure 59: Agreement with statement ‘Washing up by hand delivers better cleaning results than using dishwasher’, by city tier, February 2014
                                                                                                                                    • Appendix – Dishwasher Penetration

                                                                                                                                        • Figure 60: Dishwasher penetration, February 2014
                                                                                                                                        • Figure 61: Dishwasher penetration, by demographics, February 2014
                                                                                                                                        • Figure 62: Dishwasher penetration, by demographics, February 2014 (continued)
                                                                                                                                    • Appendix – Frequency of Household Dishwashing by Hand

                                                                                                                                        • Figure 63: Frequency of household dishwashing by hand, February 2014
                                                                                                                                        • Figure 64: Most popular frequency of household dishwashing by hand, by demographics, February 2014
                                                                                                                                        • Figure 65: Next most popular frequency of household dishwashing by hand, by demographics, February 2014
                                                                                                                                    • Appendix – Roles in the Household for Hand Dishwashing Task

                                                                                                                                        • Figure 66: Roles in the household hand dishwashing task, February 2014
                                                                                                                                        • Figure 67: Roles in the household hand dishwashing task, by demographics, February 2014
                                                                                                                                    • Appendix – Problems Encountered when Using Hand Dishwashing Detergents

                                                                                                                                        • Figure 68: Problems encountered when using hand dishwashing detergents, February 2014
                                                                                                                                        • Figure 69: Most common problems encountered when using hand dishwashing detergents, by demographics, February 2014
                                                                                                                                        • Figure 70: Next most common problems encountered when using hand dishwashing detergents, by demographics, February 2014
                                                                                                                                    • Appendix – Purchase Consideration Factors for Hand Dishwashing Detergents

                                                                                                                                        • Figure 71: Purchase consideration factors for hand dishwashing detergents, February 2014
                                                                                                                                        • Figure 72: Most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
                                                                                                                                        • Figure 73: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
                                                                                                                                        • Figure 74: Other purchase consideration factors for hand dishwashing detergents – Rank 1, by demographics, February 2014
                                                                                                                                        • Figure 75: Most popular purchase consideration factors for hand dishwashing detergents – Rank 2, by demographics, February 2014
                                                                                                                                        • Figure 76: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 2, by demographics, February 2014
                                                                                                                                        • Figure 77: Other purchase consideration factor for hand dishwashing detergents – Rank 2, by demographics, February 2014
                                                                                                                                        • Figure 78: Most popular purchase consideration factor for hand dishwashing detergents – Rank 3, by demographics, February 2014
                                                                                                                                        • Figure 79: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 3, by demographics, February 2014
                                                                                                                                        • Figure 80: Other purchase consideration factor for hand dishwashing detergents – Rank 3, by demographics, February 2014
                                                                                                                                        • Figure 81: Most popular purchase consideration factor for hand dishwashing detergents – Rank 4, by demographics, February 2014
                                                                                                                                        • Figure 82: Next most popular purchase consideration factors for hand dishwashing detergents – Rank 4, by demographics, February 2014
                                                                                                                                        • Figure 83: Other purchase consideration factor for hand dishwashing detergents – Rank 4, by demographics, February 2014
                                                                                                                                        • Figure 84: Most popular purchase consideration factor for hand dishwashing detergents – Rank 5, by demographics, February 2014
                                                                                                                                        • Figure 85: Next most popular purchase consideration factor for hand dishwashing detergents – Rank 5, by demographics, February 2014
                                                                                                                                        • Figure 86: Other purchase consideration factors for hand dishwashing detergents – Rank 5, by demographics, February 2014
                                                                                                                                    • Appendix – Interest in Different Types of Hand Dishwashing Detergents

                                                                                                                                        • Figure 87: Interest in different types of hand dishwashing detergents, February 2014
                                                                                                                                        • Figure 88: Interest in different types of hand dishwashing detergents – Extra-strength cleaning power, by demographics, February 2014
                                                                                                                                        • Figure 89: Interest in different types of hand dishwashing detergents – Anti-bacterial, by demographics, February 2014
                                                                                                                                        • Figure 90: Interest in different types of hand dishwashing detergents – Biodegradable/eco-friendly, by demographics, February 2014
                                                                                                                                        • Figure 91: Interest in different types of hand dishwashing detergents – Super concentrated, by demographics, February 2014
                                                                                                                                        • Figure 92: Interest in different types of hand dishwashing detergents – Residue-free, by demographics, February 2014
                                                                                                                                        • Figure 93: Interest in different types of hand dishwashing detergents – Phosphate and/or dye free, by demographics, February 2014
                                                                                                                                        • Figure 94: Interest in different types of hand dishwashing detergents – Innovative natural ingredients, by demographics, February 2014
                                                                                                                                        • Figure 95: Interest in different types of hand dishwashing detergents – With extra skincare function, by demographics, February 2014
                                                                                                                                        • Figure 96: Interest in different types of hand dishwashing detergents – Refillable pack, by demographics, February 2014
                                                                                                                                        • Figure 97: Interest in different types of hand dishwashing detergents – Innovative scents, by demographics, February 2014
                                                                                                                                        • Figure 98: Interest in different types of hand dishwashing detergents – A multifunctional cleaner that can also be used to wash fruit/vegetables, by demographics, February 2014
                                                                                                                                        • Figure 99: Interest in different types of hand dishwashing detergents – A multifunctional cleaner that can also be used to wash kitchenware, by demographics, February 2014
                                                                                                                                    • Appendix – Attitudes Towards Dishwashing Detergents

                                                                                                                                        • Figure 100: Attitudes towards dishwashing detergents, February 2014
                                                                                                                                        • Figure 101: Most popular attitudes towards dishwashing detergents, by demographics, February 2014
                                                                                                                                        • Figure 102: Next most popular attitudes towards dishwashing detergents, by demographics, February 2014
                                                                                                                                        • Figure 103: Other attitudes towards dishwashing detergents, by demographics, February 2014

                                                                                                                                    Companies Covered

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

                                                                                                                                    Dishwashing - China - May 2014

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