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Laundry and Fabric Care - China - July 2015

"In order to boost sales in a mature market such as laundry and fabric care, companies and brands could not only tap into more subdivided segments (eg products designed for kids in different age ranges) but also target specific consumer groups (eg 20-24-year-olds).”

– Yujing Li, Senior Research Analyst

In this report, Mintel answers the following key questions:

  • What are the key drivers and challenges in the Chinese laundry and fabric care market? Who are the leading players in this market?
  • How do Chinese people wash clothes and what kind of laundry and fabric care products do they use?
  • What do consumers think about product improvements when doing laundry?
  • Which kind of laundry and fabric care products are most appealing for Chinese people?
  • What are consumers’ attitudes towards laundry and fabric care products?

Cleaning efficacy is still the basic need from consumers when doing laundry, but due to the changes of people’s dressing habits, consumers tend to have higher requirements, moving beyond cleaning efficacy to preventing colour fading and washing different fabrics in one load.
 
Products which focus on this trend and could address such concerns are very likely to be outstanding in the fierce China laundry and fabric care market.

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Table of contents

  1. Introduction

      • Definition
          • Figure 1: Definition of Low/Mid/High MHI groups, by city tier
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 2: Total market value sales of laundry and fabric care market, China, 2010-20
              • Companies and brands
                • Figure 3: Top 10 companies’ market share in laundry and fabric care, by retail sales value, China, 2013 and 2014
              • The consumer
                • Consumers’ laundry habits vary across different items
                  • Figure 4: Laundry habits at home, April 2015
                • Liquid detergent comes out on the top of the list by popularity
                  • Figure 5: Usage of laundry and fabric care products, April 2015
                • Tough stain remains as the number one issue, but other expectations are on the rise
                  • Figure 6: Improvements for laundry performance, April 2015
                • Multifunction feature is most welcomed by consumers
                  • Figure 7: Features of an ideal laundry detergent, April 2015
                • Consumers have strong interests in buying convenience-driven and environmentally friendly products
                  • Figure 8: Interest in different laundry product innovations, April 2015
                • 41% of consumers are interested in booking laundry services online
                  • Figure 9: Attitudes towards laundry responsibility, April 2015
                • There are still opportunities for conditioners/softeners
                  • Figure 10: Attitudes towards using laundry and fabric care products, April 2015
                • Key issues
                  • How to market to young consumers?
                    • Opportunities to promote fabric care products designed for kids
                      • Other than plant ingredients, what else can reassure product safety?
                        • What we think
                        • Issues and Insights

                            • How to market to young consumers?
                              • The facts
                                • The implications
                                    • Figure 11: Lenor Happiness Princess Pearl & Dream fragrance fabric softener, Japan, 2013
                                  • Opportunities to promote fabric care products designed for kids
                                    • The facts
                                      • The implications
                                        • Figure 12: Differences in claims between general products and products for kids launched in laundry and fabric care market, China, 2014-15
                                        • Figure 13: Examples of laundry and fabric care products targeting kids in different age ranges, Ukraine and France, 2013-15
                                      • Other than plant ingredients, what else can reassure product safety?
                                        • The facts
                                          • The implications
                                            • Figure 14: The percentage of new product launches with “dermatologically tested” claim in laundry and fabric care market, global and China, 2010-14
                                        • Market Size and Forecast

                                          • Key points
                                            • Laundry and fabric care market growth slowed down in 2014
                                              • Figure 15: Total value sales of laundry and fabric care market, China, 2009-15
                                            • There is scope for further growth in consumption
                                              • Figure 16: Top eight laundry and fabric care product markets globally, by market value, per capita spend and growth, 2013
                                            • The forecast – Modest growth in the next five years
                                              • Figure 17: Total market value sales of laundry and fabric care market, China, 2010-20
                                            • Forecast methodology
                                              • Market drivers
                                                • Increasing number of households
                                                  • Figure 18: Number of households and average household size in China, 2010-13
                                                • Consumers are more knowledgeable in terms of laundry and fabric care
                                                  • Manufacturers can also push consumers to upgrade
                                                    • Growth challenges
                                                      • Cost of production is subject to petroleum price fluctuation
                                                        • Professional services could also be a threat to B2C market
                                                          • Using personal care products instead
                                                          • Market Segmentation

                                                            • Key points
                                                              • New product launches help laundry detergent maintain its dominant position
                                                                • Laundry detergent accounts for more than 90% market share
                                                                  • Figure 19: Sales value and growth of laundry and fabric care, by segment, 2012-15
                                                                  • Figure 20: New product launches in the China laundry and fabric care market, by product segment, 2010-15
                                                                  • Figure 21: Total market value sales of laundry detergent segment, China, 2010-20
                                                                • Internal competition is intense
                                                                  • Figure 22: Sales value and growth of laundry detergent, by segment, 2012-15
                                                                • Conditioner/softener segment enjoyed the highest growth
                                                                  • Figure 23: Total market value sales of fabric conditioner/softener segment, China, 2010-20
                                                                • Laundry aids struggle to keep up with the growth seen in other segments
                                                                  • Figure 24: Total market value sales of laundry aids segment, China, 2010-20
                                                              • Market Share

                                                                • Key points
                                                                  • A good year for domestic players
                                                                    • Figure 25: Top 10 companies’ market share in laundry and fabric care, by retail sales value, China, 2013 and 2014
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Players in the market become cautious
                                                                      • Figure 26: New product launches in the China laundry and fabric care market, by launch type, 2011-15
                                                                    • “No additives” has increased most obviously over 2011-14 period
                                                                      • Figure 27: Top claims in new laundry and fabric care products launched in China, 2011-15
                                                                    • Functional innovations
                                                                      • Fabric conditioners go beyond scent and soft feel
                                                                        • Figure 28: New conditioner/softener product launches with advanced functions, US and Brazil, 2014-15
                                                                      • More anti-mite products come out
                                                                        • Figure 29: Selected claim on new laundry and fabric care product launch, China, 2010-14
                                                                        • Figure 30: New laundry and fabric care product launches with anti-mite claim, Korea and China, 2015
                                                                      • Wash in one load can help to attract more consumers
                                                                        • Figure 31: New laundry and fabric care product launches which claim to provide convenience to consumers, Canada and US, 2014
                                                                      • Sweat removal is another selling point
                                                                        • Figure 32: New laundry and fabric care product launches with sweat removal claim, Italy, 2014
                                                                      • Packaging innovations
                                                                        • The packaging of laundry detergents focuses on enhanced stain removal
                                                                          • Figure 33: New laundry detergent product launches with enhanced stain-removing functions, China, Colombia and Korea, 2014-15
                                                                        • Auto dosing system helps consumers avoid overusing liquid detergents
                                                                          • Figure 34: New laundry detergent product launches with automatic dosing system, France and Canada, 2015
                                                                        • Ingredient innovations
                                                                          • Popularity of essential oils in beauty markets moves into household
                                                                            • Figure 35: The percentage of new product launches with essential oil as ingredient in laundry and fabric care market, global and China, 2010-14
                                                                            • Figure 36: New laundry detergent product launches with essential oils, China and Holland, 2014-15
                                                                          • More herbs have been adopted in laundry detergent products
                                                                            • Figure 37: New laundry detergent product launches with special herb as ingredient, China, 2014-15
                                                                          • Spotlight on NPD with probiotics
                                                                            • Figure 38: New laundry detergent product launches with probiotics, Holland and South Africa, 2014
                                                                        • Companies and Brands

                                                                          • Liby Group Co., Ltd.
                                                                            • Company background and brand overview
                                                                              • Latest development
                                                                                • Figure 39: Marketing investment by Liby in TV show I am a Singer, 2013-15
                                                                                • Figure 40: Liby’s new liquid detergents, China, 2014-15
                                                                              • Nice Group
                                                                                • Company background and brand overview
                                                                                  • Latest development
                                                                                    • Procter & Gamble Co.
                                                                                      • Company background and brand overview
                                                                                        • Latest development
                                                                                          • Unilever Plc
                                                                                            • Company background and brand overview
                                                                                              • Latest development
                                                                                                • Guangzhou Bluemoon Co., Ltd.
                                                                                                  • Company background and brand overview
                                                                                                    • Latest development
                                                                                                      • Kao Group
                                                                                                        • Company background and brand overview
                                                                                                        • The Consumer – How People Wash Different Clothes at Home

                                                                                                          • Key points
                                                                                                            • Consumers’ laundry habits vary across different items
                                                                                                              • Figure 41: Laundry habits at home, April 2015
                                                                                                            • Market opportunity for hand-washing detergents
                                                                                                              • Demographic differences
                                                                                                                • Figure 42: Ways to wash underwear and socks, by gender and monthly household income, April 2015
                                                                                                            • The Consumer – Types of Laundry and Fabric Care Products Used

                                                                                                              • Key points
                                                                                                                • Liquid detergent comes out on the top of the list by popularity
                                                                                                                  • Figure 43: Usage of laundry and fabric care products, April 2015
                                                                                                                • Trends in product usage
                                                                                                                  • Figure 44: Usage of laundry and fabric care products, 2014 and 2015
                                                                                                                  • Figure 45: Usage of laundry and fabric care products, by age, 2014 and 2015
                                                                                                                  • Figure 46: Usage of laundry and fabric care products among consumers in tier one cities, 2014 and 2015
                                                                                                                • Regional differences
                                                                                                                  • Figure 47: Usage of laundry and fabric care products, by city, April 2015
                                                                                                                • An opportunity for bundled sales
                                                                                                                  • Figure 48: Usage of selected laundry and fabric care products, by usage of laundry and fabric care products, April 2015
                                                                                                              • The Consumer – Improvements for Laundry Performance

                                                                                                                • Key points
                                                                                                                  • Tough stain remains as the number one issue, but other expectations are on the rise
                                                                                                                    • Figure 49: Improvements for laundry performance, April 2015
                                                                                                                    • Figure 50: Comparison of improvements for laundry performance, 2014 and 2015
                                                                                                                  • Different consumers pay attention to different problems
                                                                                                                    • By age
                                                                                                                      • Figure 51: Improvements for laundry performance, by age, April 2015
                                                                                                                    • By household income
                                                                                                                      • Figure 52: Improvements for laundry performance, by household income, April 2015
                                                                                                                    • By city tier
                                                                                                                      • Figure 53: Improvements for laundry performance, by city tier, April 2015
                                                                                                                  • The Consumer – Features of an Ideal Laundry Detergent

                                                                                                                    • Key points
                                                                                                                      • Multifunction feature is most welcomed by consumers
                                                                                                                        • Figure 54: Features of an ideal laundry detergent, April 2015
                                                                                                                      • Different preferences by demographics
                                                                                                                        • Figure 55: Features of an ideal laundry detergent, by age, April 2015
                                                                                                                      • High earners show more interest in natural ingredients
                                                                                                                        • Figure 56: Consumers who would like to see products made from plant ingredients, by household income, April 2015
                                                                                                                    • The Consumer – Interest in New Product Innovations

                                                                                                                      • Key points
                                                                                                                        • Convenience-driven and environmentally friendly products are most appealing
                                                                                                                          • Figure 57: Interest in different laundry product innovations, April 2015
                                                                                                                        • An opportunity to promote popular products
                                                                                                                          • Figure 58: Consumers who are interested in and would like to buy different laundry products, by household income, April 2015
                                                                                                                        • City tier differences
                                                                                                                          • Figure 59: Consumers who are interested in and would like to buy different laundry products, by city tier, April 2015
                                                                                                                      • The Consumer – Attitudes towards Laundry and Fabric Care

                                                                                                                        • Key points
                                                                                                                          • 41% of consumers are interested in booking laundry services online
                                                                                                                            • Figure 60: Attitudes towards laundry responsibility, April 2015
                                                                                                                          • There are still opportunities for conditioners/softeners
                                                                                                                            • Figure 61: Attitudes towards using laundry and fabric care products, April 2015
                                                                                                                          • The majority still believe pre-treating is a necessary step
                                                                                                                            • Figure 62: Attitudes towards pre-treating clothes, April 2015
                                                                                                                          • Products targeting kids have the potential to increase
                                                                                                                            • Figure 63: Attitudes towards washing children’s clothes at home, April 2015
                                                                                                                        • Meet the Mintropolitans

                                                                                                                          • Key points
                                                                                                                            • Why Mintropolitans?
                                                                                                                              • Who are they?
                                                                                                                                • Figure 64: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
                                                                                                                                • Figure 65: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
                                                                                                                              • MinT use laundry services for more types of clothes
                                                                                                                                • Figure 66: Consumers who use laundromat for different clothes, by MinT and Non-MinT, April 2015
                                                                                                                              • MinT use more types of laundry products, leaping ahead especially in specialised fabric care
                                                                                                                                • Figure 67: Types of laundry and fabric care products used, by MinT and Non-MinT, April 2015
                                                                                                                              • In general MinT and Non-MinT share similar opinions in terms of laundry detergent
                                                                                                                                • Figure 68: Features of an ideal laundry detergent, by MinT and Non-MinT, April 2015
                                                                                                                              • MinT are more sophisticated in doing laundry
                                                                                                                                • Figure 69: Attitudes towards laundry and fabric care, By MinT and non-MinT, April 2015

                                                                                                                            Companies Covered

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

                                                                                                                            Laundry and Fabric Care - China - July 2015

                                                                                                                            US $3,990.00 (Excl.Tax)