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Fabric Care - China - August 2014

“Over the past five years, the fabric care market has experienced robust growth, driven by consumers’ higher personal hygiene standards, the increased proportion of earning spent on clothing, and a shift in laundry detergent product formats from powder to liquid as a result of premiumisation. In addition, the expansion of washing machine ownership and online retail channels will continue to support the growth momentum.”
– Jade Liu, Senior Research Analyst

For laundry detergents, multi-functional laundry detergents and specialized laundry detergents tailored to different washing purposes, types of apparel and consumer segments will co-exist to fulfil consumers’ sophisticated, yet dynamic needs.

For fabric conditioners and softeners, brands can leverage unique scent in the personal fragrances market via category blurring and incorporate aromatherapy functions to increase appeal.

For laundry aids, new product varieties addressing consumers’ daily anti-wrinkle and fabric deodorizing needs can create additional usage occasions.

As competition intensifies, emotion-driven product innovations leveraging scent and packaging variety will satisfy consumers’ experiential consumption mindset, while larger-pack sizes will help to increase brand stickiness and product consumption. In a digital era, brands need to integrate both online and offline channels and initiate more personalised marketing to win internet-savvy consumers.


Some questions answered in this report include:

  • What is the current state of the fabric care market in China and what are the trends, and drivers and barriers to growth?
  • Which are the key companies in the industry and what are their strengths and areas of opportunity?
  • How can multi-functional fabric care products address sophisticated consumer needs?
  • How do specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments?
  • How can fragrance, product format and packaging innovation improve product usage experience and garner consumers’ attention?
  • What are the dominating market trends in terms of fabric care product format and package size?


Fabric Care-Trends

  • Men-specific fabric care products in response to men’s growing involvement in laundry work
  • Making laundry more efficient under the fast pace of modern lifestyle
  • Making products relevant by offering more personalised solutions

 

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Total value sales of fabric care market, China, 2009-19
                  • Figure 2: Breakdown of fabric care market segments, by value, China, 2014
                • Companies and brands
                  • Market share
                    • Figure 3: Leading companies’ market share in China’s fabric care market, by value, 2009-13
                  • Who’s innovating?
                    • The consumer
                      • Who does laundry at home
                        • Figure 4: Laundry responsibility at home, by demographics, April 2014
                      • Frequency of doing the laundry by each method
                        • Figure 5: Frequency of doing laundry by each method, April 2014
                      • Types of fabric care products used
                        • Figure 6: Types of fabric care products used in the last three months, April 2014
                      • Problems encountered when doing the laundry
                        • Figure 7: Problems encountered in the last three months, April 2014
                      • Purchase consideration factors for laundry detergents
                        • Figure 8: Purchase consideration factors for laundry detergents, April 2014
                      • Purchase consideration factors for fabric conditioners and softeners
                        • Figure 9: Purchase consideration factors for fabric conditioners and softeners, April 2014
                      • General attitudes towards fabric care products
                        • Figure 10: General attitudes towards fabric care products, April 2014
                      • Purchasing and usage habits of fabric care products
                        • Figure 11: Purchase and usage behaviours towards fabric care products, April 2014
                      • Key trends
                        • Multi-functional fabric care products address sophisticated consumer needs
                          • Specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments
                            • Improve product usage experience through fragrance, product format and packaging innovation
                              • Product format shift and pack-size upgrade are dominant market trends
                                • A shift from powder to liquid format
                                  • An upgrade in product size to above 3kg
                                    • What we think
                                    • Issues and Insights

                                        • Multi-functional fabric care products address sophisticated consumer needs
                                          • The facts
                                            • The implications
                                                • Figure 12: Examples of multi-functional fabric care products, China 2014
                                              • Specialized fabric care products tailor to different washing purposes, types of apparel and consumer segments
                                                • The facts
                                                  • The implications
                                                      • Figure 13: Examples of specialised fabric care products from China and overseas markets—by washing purposes, 2013-14
                                                      • Figure 14: Examples of specialised fabric care products from China and overseas markets—by types of apparel, 2013-14
                                                      • Figure 15: Examples of specialised fabric care products from China and overseas markets—by consumer segment, 2013-14
                                                    • Improve product usage experience through fragrance, product format and packaging innovation
                                                      • The facts
                                                        • The implications
                                                          • Figure 16: Top 10 fabric care fragrances in the US, 2012-14
                                                          • Figure 17: Examples of scent-driven fabric care product innovation from overseas markets, 2013-14
                                                          • Figure 18: Examples of package and product format-driven fabric care products innovation from overseas markets, 2013-14
                                                        • Product format shift and pack-size upgrade are dominant market trends
                                                          • The facts
                                                            • The implications
                                                                • Figure 19: Top ten pack size new launches in fabric care, China 2011-13
                                                                • Figure 20: Examples of large pack sized fabric care products innovation from China and overseas markets, 2013-14
                                                            • Trend Application

                                                                • Men-specific fabric care products in response to men’s growing involvement in laundry work
                                                                  • Making laundry more efficient under the fast pace of modern lifestyle
                                                                    • Making products relevant by offering more personalised solutions
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • The market
                                                                          • Fabric care market demonstrates strong growth
                                                                            • Figure 21: Total value sales of fabric care market, China, 2009-14
                                                                          • There is plenty of space to increase per capita spending
                                                                            • Figure 22: Top fabric care product consumption nations and their annual per capita spending, 2012
                                                                          • Robust growth is set to continue
                                                                            • Figure 23: Total value sales of fabric care market, China, 2009-19
                                                                          • Forecast methodology
                                                                            • Growth drivers
                                                                              • The development of concentrated, environmentally friendly laundry detergents
                                                                                • Washing machine ownership continues to expand
                                                                                  • Modern dressing style and unique laundry habits lift consumption
                                                                                    • Premiumisation to hedge against fierce competition
                                                                                      • Online retail channels enable bulk purchasing
                                                                                        • Potential threats
                                                                                          • Ultrasonic washing machines pose threat to fabric care product sales
                                                                                          • Market Segmentation

                                                                                            • Key points
                                                                                              • Figure 24: Breakdown of fabric care market segments, by value, 2009-14
                                                                                            • Laundry detergent dominates the market
                                                                                              • Figure 25: Total value sales of laundry detergents market, China, 2009-19
                                                                                            • Fabric conditioners and softeners yet to become household essentials
                                                                                              • Figure 26: Total value sales of fabric conditioner and softener market, China, 2009-19
                                                                                            • Laundry aids exhibit slower growth
                                                                                              • Figure 27: Total value sales of the laundry aids market, China, 2009-19
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Brand share
                                                                                                • Figure 28: Leading companies’ market share in China’s fabric care market, by value, 2009-13
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Laundry detergents: Who is successful?
                                                                                                  • Laundry detergents jump on the ‘environmental friendly’ bandwagon
                                                                                                    • Figure 29: Top claim on new laundry detergent product launch—ethical-environmental friendly, China, 2010-14
                                                                                                    • Figure 30: Examples of environmentally friendly laundry detergent products from China and overseas markets, 2012-14
                                                                                                  • Botanical and herbal claims on the rise
                                                                                                    • Figure 31: Top claim on new laundry detergent product launch – botanical/herbal, China, 2010-14
                                                                                                    • Figure 32: Examples of laundry detergent products enriched with botanical and herbal substances, China, 2014
                                                                                                  • Anti-bacterial properties fight against microorganisms and pollution
                                                                                                    • Figure 33: Top claim on new laundry detergent product launch – anti-bacterial, China, 2009-14
                                                                                                    • Figure 34: Examples of anti-bacterial laundry detergent products, China, 2014
                                                                                                  • Laundry detergents: What are the gaps and where is the future?
                                                                                                    • ‘Convenience’ and ‘efficiency’ help consumers deal with top laundry difficulties
                                                                                                      • Figure 35: Top claims on new laundry detergent product launch – ease of use and time/speed, China, 2010-14
                                                                                                      • Figure 36: Top three problems encountered in the last three months when doing the laundry, April 2014
                                                                                                      • Figure 37: Examples of laundry detergent products that highlighting convenience and cleaning efficiency, China, 2014
                                                                                                    • ‘Additive- and preservative-free’ resonates with the desire for natural ingredients
                                                                                                      • Figure 38: Top claims in new laundry detergent product launches – no additives/preservatives, China, 2010-14
                                                                                                      • Figure 39: Examples additive- and preservative-free laundry detergent products from China and overseas markets, 2013-14
                                                                                                    • Fabric conditioners and softeners: Who is successful?
                                                                                                      • Dermatologically tested fabric conditioners exert greater credibility in product safety
                                                                                                        • Figure 40: Top claim on new fabric conditioner and softener product launch – dermatologically tested, China, 2010-14
                                                                                                        • Figure 41: Examples dermatologically tested fabric conditioner and softener products from China and overseas markets, 2014
                                                                                                      • Fabric conditioners and softeners: What are the gaps and where is the future?
                                                                                                        • Scent and aromatherapy deliver unique benefits by blurring with the beauty and personal care category
                                                                                                          • Figure 42: Top claim on new fabric conditioner and softener product launch – aromatherapy, 2010-14
                                                                                                          • Figure 43: Examples of dermatologically tested fabric conditioner and softener products from China and overseas markets, 2013-14
                                                                                                          • Figure 44: Examples of dermatologically tested fabric conditioner and softener products from China and overseas markets, 2014
                                                                                                        • Laundry aids: What are the gaps and where is the future?
                                                                                                          • Improve usage experience with more product varieties
                                                                                                              • Figure 45: Examples of laundry aids products from China and overseas markets, 2014
                                                                                                          • Companies and Brands

                                                                                                            • Nice Group
                                                                                                              • Liby Group Co., Ltd.
                                                                                                                • Procter & Gamble Co.
                                                                                                                  • Unilever Plc
                                                                                                                    • Guangzhou Bluemoon Co., Ltd.
                                                                                                                      • Reckitt Benckiser
                                                                                                                      • The Consumer – Who Does Laundry at Home

                                                                                                                        • Key point
                                                                                                                          • Women still hold the main responsibility but men are also actively involved in family laundry
                                                                                                                            • Figure 46: Laundry responsibility at home, by demographics, April 2014
                                                                                                                        • The Consumer – Frequency of Doing the Laundry by Each Method

                                                                                                                          • Key points
                                                                                                                            • Machine and hand wash are ingrained laundry methods in China
                                                                                                                              • Figure 47: Frequency of doing laundry by each method, April 2014
                                                                                                                            • Air drying is a predominant drying solution while tumble dryers see a boost in usage frequency
                                                                                                                              • High ironing rate unveils potential for laundry aids products
                                                                                                                                • Women do more laundry by hand than men
                                                                                                                                  • Figure 48: Frequency of doing laundry by hand wash, by gender, April 2014
                                                                                                                                • Higher rate of machine wash among the older and more affluent families
                                                                                                                                  • Figure 49: Frequency of doing laundry by machine wash, by demographics, April 2014
                                                                                                                                • 30-year-olds and affluent families more likely to seek professional laundry services
                                                                                                                                  • Figure 50: Frequency of visiting a laundromat, by demographics, April 2014
                                                                                                                                • Tumble dryer usage frequency varies by demography and region
                                                                                                                                  • Figure 51: Frequency of using tumble dryer, by demographics, April 2014
                                                                                                                                • Older females, affluent families and high educational holders do ironing on more frequent basis
                                                                                                                                  • Figure 52: Frequency of ironing, by demographics, April 2014
                                                                                                                              • The Consumer – Types of Fabric Care Products Used

                                                                                                                                • Key points
                                                                                                                                  • Gel and liquid overtake powdered laundry detergents and soap bars by popularity
                                                                                                                                    • Figure 53: Types of fabric care products used in the last three months, April 2014
                                                                                                                                  • Usage of liquid fabric conditioners yet to expand
                                                                                                                                    • Laundry aids have the space to widen penetration
                                                                                                                                      • Different consumer preferences in fabric care
                                                                                                                                        • Figure 54: Usage of powder detergent and bar soap in the past three months, by demographics, April 2014
                                                                                                                                      • Fabric conditioner and softener liquids appeal more to high earners and 30-49-year-olds
                                                                                                                                        • Figure 55: Most popular types of fabric care products used in the last three months—fabric conditioners and softeners, by demographics, April 2014
                                                                                                                                      • Laundry aids appeal to the older, richer, and more educated ones living in tier one cities
                                                                                                                                        • Figure 56: Types of fabric care products used in the last three months--others, by demographics, April 2014
                                                                                                                                    • The Consumer – Problems Encountered When Doing the Laundry

                                                                                                                                      • Key points
                                                                                                                                        • Demand for powerful stain treatment is not well met
                                                                                                                                          • Figure 57: Problems encountered in the last three months, April 2014
                                                                                                                                        • Easy rinsing and low foaming products brings convenience
                                                                                                                                          • Fabric problems mark opportunities for specialized colour and wrinkle care products
                                                                                                                                          • The Consumer – Purchase Consideration Factors for Laundry Detergents

                                                                                                                                            • Key points
                                                                                                                                              • Cleaning efficacy and convenience are most important
                                                                                                                                                • Figure 58: Purchase consideration factors for laundry detergents, April 2014
                                                                                                                                              • Emotional benefits impact product selection
                                                                                                                                                • Multi-functional and specialized products both coincide with market demand
                                                                                                                                                  • Cleaning power and convenient usage are more important to older consumers
                                                                                                                                                    • Figure 59: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
                                                                                                                                                  • Older consumers and more affluent families show preference towards anti-bacterial properties
                                                                                                                                                    • Figure 60: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
                                                                                                                                                  • ‘Pleasant scent’ and ‘multi-benefits’ pander to the needs of young
                                                                                                                                                    • Figure 61: Most popular purchase consideration factors for laundry detergents, by demographics, April 2014
                                                                                                                                                  • Males are more environmentally conscious and sensitive to body odour
                                                                                                                                                  • The Consumer – Purchase Consideration Factors for Fabric Conditioners and Softeners

                                                                                                                                                    • Key points
                                                                                                                                                      • Fabric conditioner and softeners offering ‘good feeling’ are the most desired benefit
                                                                                                                                                        • Figure 62: Purchase consideration factors for fabric conditioners and softeners, April 2014
                                                                                                                                                      • ‘Softness’ and ‘puffiness’ are more important to older consumers, families and Shanghai residents
                                                                                                                                                        • Figure 63: purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014
                                                                                                                                                    • The Consumer – General Attitudes towards Fabric Care Products

                                                                                                                                                      • Key points
                                                                                                                                                        • Premiumisation opportunities lie in ‘natural ingredients’, ‘multi-functional benefits’, ‘superior functional performance’ and ‘good usage experience’
                                                                                                                                                          • Figure 64: General attitudes towards fabric care products, April 2014
                                                                                                                                                        • Specialized laundry detergent products have a place in the market
                                                                                                                                                          • Figure 65: General attitudes towards fabric care products, April 2014
                                                                                                                                                        • Different preferences by gender
                                                                                                                                                          • Figure 66: Selected attitudinal statements about fabric care products (% any agree), by demographics, April 2014
                                                                                                                                                      • The Consumer – Purchasing and Usage Habits of Fabric Care Products

                                                                                                                                                        • Key points
                                                                                                                                                          • Consumers sort out different apparel and pre-treat certain clothes when doing the laundry
                                                                                                                                                            • Figure 67: Purchase and usage behaviours of fabric care products, April 2014
                                                                                                                                                          • Larger packs a packaging trend while special offers promote bulk purchase
                                                                                                                                                            • Tumble dryers have the potential to become a future essential household appliance
                                                                                                                                                            • Appendix – Who Does Laundry at Home

                                                                                                                                                                • Figure 68: Laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 69: Laundry responsibility at home, by demographics, April 2014
                                                                                                                                                                • Figure 70: Frequency of doing laundry by each method, by laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 71: Types of fabric care products used in the last three months, by laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 72: Purchase consideration factors for laundry detergents, by laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 73: Purchase consideration factors for fabric conditioners and softeners, by laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 74: General attitudes towards fabric care products, by laundry responsibility at home, April 2014
                                                                                                                                                                • Figure 75: Purchase and usage behaviours towards fabric care products, by laundry responsibility at home, April 2014
                                                                                                                                                            • Appendix – Frequency of Doing Laundry by Each Method

                                                                                                                                                                • Figure 76: Frequency of doing laundry by each method, April 2014
                                                                                                                                                                • Figure 77: Frequency of doing laundry by hand wash, by demographics, April 2014
                                                                                                                                                                • Figure 78: Frequency of doing laundry by hand wash, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 79: Frequency of doing laundry by machine wash, by demographics, April 2014
                                                                                                                                                                • Figure 80: Frequency of doing laundry by machine wash, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 81: Frequency of doing laundry by go to a laundromat, by demographics, April 2014
                                                                                                                                                                • Figure 82: Frequency of doing laundry by go to a laundromat, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 83: Frequency of doing laundry by tumble dryer, by demographics, April 2014
                                                                                                                                                                • Figure 84: Frequency of doing laundry by tumble dryer, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 85: Frequency of doing laundry by air dry clothes, by demographics, April 2014
                                                                                                                                                                • Figure 86: Frequency of doing laundry by air dry clothes, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 87: Frequency of doing laundry by ironing, by demographics, April 2014
                                                                                                                                                                • Figure 88: Frequency of doing laundry by ironing, by demographics, April 2014 (continued)
                                                                                                                                                            • Appendix – Types of Fabric Care Products Used

                                                                                                                                                                • Figure 89: Types of fabric care products used in the last three months, April 2014
                                                                                                                                                                • Figure 90: Types of fabric care products used in the last three months, by demographics, April 2014
                                                                                                                                                                • Figure 91: Types of fabric care products used in the last three months, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 92: Types of fabric care products used in the last three months, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 93: Purchase and usage behaviours towards fabric care products, by most popular types of fabric care products used in the last three months, April 2014
                                                                                                                                                                • Figure 94: Purchase and usage behaviours towards fabric care products, by next most popular types of fabric care products used in the last three months, April 2014
                                                                                                                                                                • Figure 95: Purchase and usage behaviours towards fabric care products, by other types of fabric care products used in the last three months, April 2014
                                                                                                                                                            • Appendix – Problems Encountered When Doing the Laundry

                                                                                                                                                                • Figure 96: Problems encountered in the last three months, April 2014
                                                                                                                                                                • Figure 97: Problems encountered in the last three months – During laundry process, by demographics, April 2014
                                                                                                                                                                • Figure 98: Problems encountered in the last three months – Fabric problems, by demographics, April 2014
                                                                                                                                                                • Figure 99: Other popular problems encountered in the last three months – Fabric problems, by demographics, April 2014
                                                                                                                                                            • Appendix – Purchase Consideration Factors for Laundry Detergents

                                                                                                                                                                • Figure 100: Purchase consideration factors for laundry detergents, April 2014
                                                                                                                                                                • Figure 101: Purchase consideration factors for laundry detergents, by demographics, April 2014
                                                                                                                                                                • Figure 102: Purchase consideration factors for laundry detergents, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 103: Purchase consideration factors for laundry detergents, by demographics, April 2014 (continued)
                                                                                                                                                            • Appendix – Purchase Consideration Factors for Fabric Conditioners and Softeners

                                                                                                                                                                • Figure 104: Purchase consideration factors for fabric conditioners and softeners, April 2014
                                                                                                                                                                • Figure 105: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014
                                                                                                                                                                • Figure 106: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 107: Purchase consideration factors for fabric conditioners and softeners, by demographics, April 2014 (continued)
                                                                                                                                                            • Appendix – General Attitudes towards Fabric Care Products

                                                                                                                                                                • Figure 108: General attitudes towards fabric care products, April 2014
                                                                                                                                                                • Figure 109: General attitudes towards fabric care products, by demographics, April 2014
                                                                                                                                                                • Figure 110: General attitudes towards fabric care products, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 111: General attitudes towards fabric care products, by demographics, April 2014 (continued)
                                                                                                                                                            • Appendix – Purchasing and Usage Habits of Fabric Care Products

                                                                                                                                                                • Figure 112: Purchase and usage behaviours towards fabric care products, April 2014
                                                                                                                                                                • Figure 113: Purchase and usage behaviours towards fabric care products, by demographics, April 2014
                                                                                                                                                                • Figure 114: Purchase and usage behaviours towards fabric care products, by demographics, April 2014 (continued)
                                                                                                                                                                • Figure 115: Purchase and usage behaviours towards fabric care products, by demographics, April 2014 (continued)

                                                                                                                                                            Companies Covered

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                                                                                                                                                            Fabric Care - China - August 2014

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