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Laundry and Fabric Care - China - July 2017

“Even though the laundry and fabric care market in China has been saturated with steady demand, brands are investing in new product development to keep consumers engaged and trading up to products with additional functions and concentrated liquid detergents. However, fabric conditioners and softeners are still struggling to thrive in China. Consumers are not familiar with the benefits of these products and are likely to have biased expectations for them, which requires appropriate cultivation from brands.”
– Alice Li, Research Analyst

This Report discusses the following key topics:

  • Expect a market segmented by functions
  • Engage young consumers from the off
  • Different usage barriers to conquer for fabric conditioner/softener

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Sub-group definitions
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of retail value sales of laundry and fabric care products, China, 2012-22
            • Companies and brands
              • Figure 2: Market share of leading companies in laundry and fabric care market, China, 2015 and 2016
            • The consumer
              • One third of consumers are Practical Users, as the biggest segment
                • Figure 3: Consumer segmentation based on their attitudes towards laundry, April 2017
              • Capsule/pod format lacks enough momentum to compete with other products
                • Figure 4: Laundry and fabric care products used in the last six months, April 2017
              • Usage barriers vary with consumers’ demographic features
                • Figure 5: Reasons for not using fabric conditioner/softener, April 2017
              • Consumers are function-driven when shopping online
                • Figure 6: Most used product search methods for online shopping, April 2017
              • Practical functions are more appealing to consumers
                • Figure 7: Interested product attributes, April 2017
              • Safety claims and ingredients are important to express product mildness
                • Figure 8: Mild product features, April 2017
              • What we think
              • Issues and Insights

                • Expect a market segmented by functions
                  • The facts
                    • The implications
                      • Figure 9: Omo’s new product ranges, China, 2017
                    • Engage young consumers from the off
                      • The facts
                        • The implications
                          • Figure 10: Example of Purex power shot detergent, Canada, 2015
                        • Different usage barriers to conquer for fabric conditioner/softener
                          • The facts
                            • The implications
                              • Figure 11: Examples of Downy’s campaign, US, 2016
                          • The Market – What You Need to Know

                            • Flat growth will continue
                              • Premiumisation as the major market driver
                                • Shifting from powder to liquid detergents
                                • Market Size and Forecast

                                  • Growth slows down and remains flat since 2015
                                    • Figure 12: Market value and annual growth rate of laundry and fabric care market, China, 2013-17 (est)
                                  • Future growth depends on premiumisation
                                    • Figure 13: Best- and worst-case forecast of retail value sales of laundry and fabric care products, China, 2012-22
                                • Market Factors

                                  • Increasing number of households drives consumption
                                    • Consumers expect laundry detergents to have additional functions
                                      • Opportunities for concentrated liquid laundry detergents
                                        • Hard to broaden the usage of fabric conditioner/softener
                                        • Market Segmentation

                                          • The shift towards liquid continues for laundry detergents
                                            • Figure 14: Segment value share of laundry detergents, 2012-17 (est)
                                          • Conditioners/softeners and laundry aids haven’t picked up
                                            • Figure 15: Market value of laundry and fabric care market, by segment, China, 2015-17 (est)
                                        • Key Players – What You Need to Know

                                          • Liby and Nice further consolidated their leading positions
                                            • Active new product development in this category
                                            • Market Share

                                              • Liby and Nice increase leads over P&G and Unilever
                                                • Figure 16: Market share of leading companies in laundry and fabric care market, China, 2015 and 2016
                                              • Blue moon saw further decline in market share
                                                • Rising players are worthy of attention
                                                • Competitive Strategies

                                                  • Continuous product innovations stimulate consumers
                                                    • Resonate with the younger generation
                                                      • Figure 17: Omo’s ‘Live fully with Omo’ campaign, China, 2017
                                                      • Figure 18: Example of Blue moon’s campaign targeting college students, China, 2017
                                                    • Introduce premium products through e-commerce
                                                      • Sunshine is the new popular scent
                                                        • Figure 19: Examples of sunshine scented laundry products, China, 2015-17
                                                    • Who’s Innovating?

                                                      • More diversified formats, but liquid is still the mainstream
                                                        • Figure 20: Share of new launches of automatic detergents, by format type, China, 2015-16
                                                      • Lavender scent by far the most popular
                                                        • Figure 21: Top floral fragrances of new laundry and fabric care product launches, China, 2015-16
                                                      • No additives claims are on the rise
                                                        • Figure 22: Top claims of new laundry and fabric care product launches, China, 2015-16
                                                      • Innovative products
                                                        • Scents specially designed for men
                                                          • Figure 23: Example of laundry and fabric care product with scent specially designed for men, Poland, 2016
                                                        • Innovative scented products
                                                          • Figure 24: Examples of laundry products with location-themed fragrance
                                                          • Figure 25: Examples of laundry products with long-lasting fragrance
                                                        • Hypoallergenic fabric care
                                                          • Figure 26: Examples of hypoallergenic laundry and fabric care products, South Korea and South Africa, 2016 and 2017
                                                        • Charcoal odour control in fabric care
                                                          • Figure 27: Example of charcoal laundry and fabric care product, Singapore, 2017
                                                        • Pollution-proof fabric care
                                                          • Figure 28: Example of pollution-proof fabric care product, South Korea, 2016
                                                        • For specialised fabrics and garments
                                                          • Figure 29: Examples of laundry and fabric care products for specialised fabrics and garments, Indonesia, India and UK, 2016
                                                      • The Consumer – What You Need to Know

                                                        • Practical Users and Unsatisfied Users contribute to over half of consumers
                                                          • Liquid detergent achieved the highest penetration
                                                            • 40% of non-users not familiar with the benefits of fabric conditioner
                                                              • Filtering by product function most frequent when shopping online
                                                                • High demand for colour protection, deodorisation and anti-bacterial
                                                                  • ‘Doesn’t cause skin irritation’ is easily associated with product mildness
                                                                  • Attitudes towards Laundry

                                                                    • Four types of consumers
                                                                      • Figure 30: Consumer segmentation based on their attitudes towards laundry, April 2017
                                                                    • Practical Users value practical results
                                                                      • Unsatisfied Users raise red flags
                                                                        • Laundry could be a highlight in Experience Hunters’ lives
                                                                          • The Unconcerned just want to get it done
                                                                            • Figure 31: Attitudes towards laundry (% of strongly agree), by consumer segmentation, April 2017
                                                                        • Product Usage

                                                                          • Liquid remains the most popular format of detergent
                                                                            • Figure 32: Laundry and fabric care products used in the last six months, April 2017
                                                                          • Capsule/pod hasn’t achieved widespread usage
                                                                            • Males become more sophisticated after age 25
                                                                              • Figure 33: Fabric care products used in the last six months, by gender and age, April 2017
                                                                            • Fabric conditioner/softener brands need to pay attention to Unsatisfied Users
                                                                              • Figure 34: Laundry and fabric care products used in the last six months, by consumer segmentation, April 2017
                                                                          • Barriers of Using Fabric Conditioner/softener

                                                                            • Males are novices, while females are looking for convenience
                                                                              • Figure 35: Reasons for not using fabric conditioner/softener, by gender, April 2017
                                                                            • High earners are doubters
                                                                              • Figure 36: Reasons for not using fabric conditioner/softener, by monthly household income, April 2017
                                                                            • Consumers in their 30s use 2-in-1 products as an alternative
                                                                              • Figure 37: Reasons for not using fabric conditioner/softener, by age, April 2017
                                                                          • Product Search Methods for Online Shopping

                                                                            • Based on product features rather than price
                                                                              • Figure 38: Most used product search methods for online shopping, April 2017
                                                                            • Consumers tend to sort by sales volume rather than reviews
                                                                              • Young and single consumers look directly for brand
                                                                                • Consumers from different regions have different behaviours
                                                                                  • Figure 39: Most used product search methods for online shopping, by region, April 2017
                                                                              • Interested Product Attributes

                                                                                • Colour protection is the most sought-after benefit
                                                                                  • Figure 40: Interested product attributes, April 2017
                                                                                • High earners have greater need for deodorisation
                                                                                  • Figure 41: Interested product attributes, by monthly household income, April 2017
                                                                                • Some product features have regional appeal
                                                                                  • Practical Users and Experience Hunters more curious about new product features
                                                                                    • Figure 42: Interested product attributes, by consumer segmentation, April 2017
                                                                                • Mild Product Features

                                                                                  • Safety claims most helpful for building associations with mildness
                                                                                    • Figure 43: Mild product features, April 2017
                                                                                  • Made from vs free from
                                                                                    • Enzymes/bicarb haven’t got wide acceptance
                                                                                      • Scent plays an important role
                                                                                        • Concentrated liquid and low foaming preferred over dilute liquid
                                                                                        • Meet the Mintropolitans

                                                                                          • Mintropolitans pay more attention to product functions
                                                                                            • Figure 44: Most used product search methods for online shopping, by consumer classification, April 2017
                                                                                          • Mintropolitans need more efficient laundry solutions
                                                                                            • Figure 45: Attitudes towards laundry (% of strongly agree), by consumer classification, April 2017
                                                                                        • Appendix – Market Size and Forecast

                                                                                            • Figure 46: Market value of laundry and fabric care market, China, 2012-22
                                                                                        • Appendix – Market Segmentation

                                                                                            • Figure 47: Best- and worst-case forecast of retail value sales of laundry detergents, China, 2012-22
                                                                                            • Figure 48: Best- and worst-case forecast of retail value sales of fabric conditioners & softeners, China, 2012-22
                                                                                            • Figure 49: Best- and worst-case forecast of retail value sales of laundry aids, China, 2012-22
                                                                                        • Appendix – Methodology

                                                                                          • Methodology
                                                                                            • Fan chart forecast

                                                                                            Companies Covered

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

                                                                                            Laundry and Fabric Care - China - July 2017

                                                                                            US $3,990.00 (Excl.Tax)