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Laundry Detergents and Fabric Conditioners - China - August 2013

“Value growth in the laundry care market in China is clearly beginning to slow down, and competition is mounting. Already we are seeing a reaction to this among leading companies that are looking at increasingly innovative ways to make their products and brands more interesting to consumers. As the market continues to slow, the competitive need for laundry care product manufacturers to get more creative with their marketing will only increase.”

– Matthew Crabbe, Director of Research, Asia-Pacific


In this report, we answer the key questions:

  • What is the current state of the laundry care products market in China and what are the trends behind, drivers of and barriers to growth?
  • What are consumers’ behaviour and attitudes towards laundry care products?
  • Where are the opportunities for growth in laundry care products?
  • How can product diversification drive consumption?
  • Which companies are successfully and innovatively adapting to changing market conditions and consumer needs?


 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: China – total market for laundry care products, by value, 2008-18
                • Companies and brands
                  • Figure 2: Top 5 laundry care product manufacturers’ total % market value shares, 2011 and 2012
                • The consumer
                  • Figure 3: Frequency of doing the laundry, by each method, June 2013
                • Key trends
                  • Consumer laundry habits affect product choice
                    • Figure 4: Role in doing the laundry at home, June 2013
                  • Product attributes sought by product type
                    • Figure 5: Laundry product type used in the last 6 months, June 2013
                  • Which brands are delivering the attributes consumers seek?
                    • Figure 6: Laundry detergent brands used in the last 6 months, June 2013
                  • Consumer attitudes towards doing laundry and laundry products
                      • Figure 7: Habits of doing laundry at home, June 2013
                    • What we think
                    • The Market

                      • Key points
                        • Market size and forecast
                          • The total market
                            • Figure 8: China – total market for laundry care products, by value, 2008-18
                          • The detergents sector
                            • Figure 9: China – laundry detergent products sector, by value, 2008-18
                          • The fabric conditioners/softeners sector
                            • Figure 10: China – fabric conditioner/softener products sector, by value, 2008-18
                          • The laundry aids sector
                            • Figure 11: China – fabric laundry aid products sector, by value, 2008-18
                          • Market segmentation
                              • Figure 12: China – laundry care market value, by sector, 2008-13
                            • Market drivers
                              • Most urban homes now have a washing machine
                                • Figure 13: Ownership of washing machines per 100 urban households at year-end, 2005-11
                              • Rapid growth in rural home ownership of washing machines
                                • Figure 14: Ownership of washing machines per 100 rural households at year-end, 2005-11
                              • The Rural Appliance Rebate Programme
                                • Online retail has strongly influenced washing machine ownership
                                  • Figure 15: Total online users, purchasers and per capita spending, 2007-12
                                  • Figure 16: Total B2C online retail market breakdown, by broad product sectors, by value, 2010-12
                                  • Figure 17: Percentage of online shoppers who have made purchases, by sector, 2010 and 2011
                                  • Figure 18: China leading B2C online retail company market share, by value (%), 2010-12
                                • Washing machine types influence laundry products used
                                  • Figure 19: China - Home laundry appliances: Retail market segmentation, by volume, 2011 and 2012
                                  • Figure 20: China - Home laundry appliances: Total retail market volume, 2008-13
                                  • Figure 21: China - Home laundry appliances: Company retail market share, by volume, 2010-12
                              • Companies and Brands

                                • Key points
                                  • Brand share
                                    • Laundry detergents
                                        • Figure 22: China laundry detergent leading company value market shares, 2009-12
                                        • Figure 23: Laundry detergent brands used in the last 6 months, June 2013
                                      • Fabric conditioners and softeners
                                        • Figure 24: China fabric conditioners & softeners leading company value market shares, 2009-12
                                        • Figure 25: Fabric conditioner brands used in the last 6 months, June 2013
                                      • Advertising and innovation
                                        • Companies
                                          • Nice Group
                                            • Figure 26: Nice Group recent laundry detergent product launches, by brand, July 2010-July 2013
                                          • Liby Group
                                              • Figure 27: Liby Group recent laundry detergent product launches, by brand, July 2010-July 2013
                                            • Procter & Gamble
                                              • Figure 28: Procter & Gamble, financial results, 2010-12
                                              • Figure 29: Procter & Gamble recent laundry detergent product launches, by brand, July 2010-July 2013
                                            • Unilever
                                              • Figure 30: Unilever Group, financial results, 2011-12
                                              • Figure 31: Unilever recent laundry detergent product launches, by brand, July 2010-July 2013
                                              • Figure 32: Unilever recent fabric conditioner/softener product launches, by brand, July 2010-July 2013
                                            • Guangzhou Blue Moon Co., Ltd.
                                                • Figure 33: Guangzhou Blue Moon recent laundry detergent product launches, by brand, July 2010-July 2013
                                            • The Consumer – Laundry care product usage

                                              • Key points
                                                • Who is responsible for the household laundry?
                                                    • Figure 34: Role in doing the laundry at home, June 2013
                                                    • Figure 35: Role in doing the laundry at home, by gender and age group, June 2013
                                                  • How frequently is the household laundry done?
                                                      • Figure 36: Frequency of doing the laundry, by each method, June 2013
                                                      • Figure 37: High and low frequency of doing machine and hand washing, by gender and age group, June 2013
                                                  • The Consumer – Types of Products Used and Functions Sought

                                                    • Key points
                                                      • What types of laundry care products are most used?
                                                          • Figure 38: Laundry product type used in the last 6 months, June 2013
                                                        • What drives choice of laundry detergents?
                                                            • Figure 39: Consideration factors for laundry detergents, June 2013
                                                          • What drives choice of fabric conditioners?
                                                              • Figure 40: Consideration factors for fabric conditioners, June 2013
                                                          • The Consumer – Laundry Behaviour and Attitudes to Laundry Products

                                                            • Key points
                                                              • What typifies Chinese laundry habits?
                                                                  • Figure 41: Habits and attitudes towards doing laundry at home, June 2013
                                                                • What typifies Chinese attitudes towards doing laundry?
                                                                    • Figure 42: Attitudes towards doing the laundry and laundry products, June 2013
                                                                • Key Issue – Consumer Laundry Habits Affect Product Choice

                                                                  • Key points
                                                                    • Who takes care of the household laundry chores?
                                                                      • Figure 43: Role in doing the laundry at home, June 2013
                                                                      • Figure 44: Role in doing the laundry at home, by habits and attitudes to doing laundry at home, June 2013
                                                                      • Figure 45: Role in doing the laundry at home, by demographics, June 2013
                                                                      • Figure 46: Role in doing the laundry at home, by region and city tier, June 2013
                                                                    • How often does the laundry get done?
                                                                        • Figure 47: Frequency of doing the laundry by each method, June 2013
                                                                        • Figure 48: High frequency of doing the laundry by each method, by laundry product type used in the last 6 months, June 2013
                                                                        • Figure 49: Frequency of doing the laundry by each method, by monthly household income group, June 2013
                                                                        • Figure 50: Frequency of doing the laundry by each method, by city tier, June 2013
                                                                      • Laundry habits are clearly distinguished by income level
                                                                          • Figure 51: Habits and attitudes towards doing laundry at home, by monthly household income group, June 2013
                                                                        • What does it mean?
                                                                        • Key Issue – Product Attributes Sought by Product Type

                                                                          • Key points
                                                                            • Gel/liquid detergents grow in significance
                                                                                • Figure 52: Laundry product type used in the last 6 months, June 2013
                                                                              • Detergent product use by demographics
                                                                                • Figure 53: Laundry detergent product type used in the last 6 months, by demographics, June 2013
                                                                                • Figure 54: Laundry detergent product type used in the last 6 months, by region and city tier, June 2013
                                                                              • Fabric conditioner and tumble dryer sheet use by demographics
                                                                                • Figure 55: Fabric conditioner product type used in the last 6 months, by demographics, June 2013
                                                                                • Figure 56: Fabric conditioner product type used in the last 6 months, by region and city tier, June 2013
                                                                              • Detergent product attributes sought
                                                                                • Figure 57: Consideration factors for laundry detergents, June 2013
                                                                                • Figure 58: Consideration factors for laundry detergents, by monthly household income group, June 2013
                                                                                • Figure 59: Consideration factors for laundry detergents, by marital status and children in home, June 2013
                                                                                • Figure 60: Consideration factors for laundry detergents, by city tier, June 2013
                                                                              • Fabric conditioner product attributes sought
                                                                                • Figure 61: Consideration factors for fabric conditioners, June 2013
                                                                                • Figure 62: Consideration factors for fabric conditioners, by marital status and children in home, June 2013
                                                                              • What does it mean?
                                                                              • Key Issue – Which Brands Are Delivering the Attributes Consumers Seek?

                                                                                • Key points
                                                                                  • The leading detergent brands by demographics
                                                                                    • Figure 63: Laundry detergent brands used in the last 6 months, June 2013
                                                                                    • Figure 64: Laundry detergent brands used in the last 6 months, by gender and age group, June 2013
                                                                                    • Figure 65: Laundry detergent brands used in the last 6 months, by monthly household income group, June 2013
                                                                                    • Figure 66: Laundry detergent brands used in the last 6 months, by city tier, June 2013
                                                                                  • Leading detergent brands by product factors
                                                                                      • Figure 67: Laundry detergent brands used in the last 6 months, by consideration factors for laundry detergents, June 2013
                                                                                    • Detergent product launch leading product claims
                                                                                        • Figure 68: China top-10 laundry detergent new product claims, July 2010 to July 2013
                                                                                      • The leading fabric conditioner brands by demographics
                                                                                          • Figure 69: fabric conditioner brands used in the last 6 months, June 2013
                                                                                          • Figure 70: fabric conditioner brands used in the last 6 months, by monthly household income group, June 2013
                                                                                          • Figure 71: Fabric conditioner brands used in the last 6 months, by marital status and children in home, June 2013
                                                                                        • Leading fabric conditioner brands by product factors
                                                                                            • Figure 72: Fabric conditioner brands used in the last 6 months, by consideration factors for fabric conditioners, June 2013
                                                                                          • Fabric conditioner product launch leading product claims
                                                                                            • Figure 73: China top 10 fabric conditioner & softener new product claims, July 2010 to July 2013
                                                                                          • What does it mean?
                                                                                          • Key Issue – Consumer Attitudes towards Doing Laundry and Laundry Products

                                                                                            • Key points
                                                                                              • Consumer laundry habits by demographics
                                                                                                  • Figure 74: Habits and attitudes towards doing laundry at home, June 2013
                                                                                                  • Figure 75: Habits and attitudes towards doing laundry at home, by monthly household income group, June 2013
                                                                                                • Consumer attitudes towards doing laundry and laundry products by demographics
                                                                                                    • Figure 76: Attitudes towards doing the laundry and laundry products, June 2013
                                                                                                    • Figure 77: Attitudes towards doing the laundry and laundry products, by gender and age group, June 2013
                                                                                                    • Figure 78: Attitudes towards doing the laundry and laundry products, by monthly household income group, June 2013
                                                                                                  • What does it mean?
                                                                                                  • Appendix – Market Size

                                                                                                      • Figure 79: China – total market for laundry care products by value, by sector and detergents subsector, 2008-18
                                                                                                  • Appendix – Role in Doing the Laundry at Home

                                                                                                      • Figure 80: Role in doing the laundry at home, June 2013
                                                                                                      • Figure 81: Role in doing the laundry at home, by demographics, June 2013
                                                                                                      • Figure 82: Role in doing the laundry at home, by most popular habits of doing laundry at home, June 2013
                                                                                                      • Figure 83: Role in doing the laundry at home, by next most popular habits of doing laundry at home, June 2013
                                                                                                  • Appendix – Frequency of Doing the Laundry

                                                                                                      • Figure 84: Frequency of doing the laundry, by each method, June 2013
                                                                                                      • Figure 85: Frequency of doing the laundry, by each method, June 2013 (continued)
                                                                                                      • Figure 86: Frequency of doing the laundry by machine wash, by demographics, June 2013
                                                                                                      • Figure 87: Frequency of doing the laundry by machine wash, by demographics, June 2013 (continued)
                                                                                                      • Figure 88: Frequency of doing the laundry by hand wash, by demographics, June 2013
                                                                                                      • Figure 89: Frequency of doing the laundry by hand wash, by demographics, June 2013 (continued)
                                                                                                      • Figure 90: Frequency of doing the laundry by using a laundrette, by demographics, June 2013
                                                                                                      • Figure 91: Frequency of doing the laundry by using a laundrette, by demographics, June 2013 (continued)
                                                                                                      • Figure 92: Frequency of doing the laundry by tumble dryer, by demographics, June 2013
                                                                                                      • Figure 93: Frequency of doing the laundry by tumble dryer, by demographics, June 2013 (continued)
                                                                                                      • Figure 94: Frequency of doing the laundry by air dry clothes, by demographics, June 2013
                                                                                                      • Figure 95: Frequency of doing the laundry by air dry clothes, by demographics, June 2013 (continued)
                                                                                                      • Figure 96: Frequency of doing the laundry by ironing, by demographics, June 2013
                                                                                                      • Figure 97: Frequency of doing the laundry by ironing, by demographics, June 2013
                                                                                                      • Figure 98: Frequency of doing the laundry by each method, by role in doing the laundry at home, June 2013
                                                                                                      • Figure 99: Frequency of doing the laundry by each method, by laundry detergent type used in the last 6 months, June 2013
                                                                                                      • Figure 100: Frequency of doing the laundry by each method, by fabric conditioner/softener and ohter product type used in the last 6 months, June 2013
                                                                                                  • Appendix – Laundry Product Type Used in the Last 6 Months

                                                                                                      • Figure 101: Laundry product type used in the last 6 months, June 2013
                                                                                                      • Figure 102: Laundry detergent type used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 103: Fabric conditioner/softener and other product type used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 104: Laundry product type used in the last 6 months, by most popular laundry detergent brands used in the last 6 months, June 2013
                                                                                                      • Figure 105: Laundry product type used in the last 6 months, by next most popular laundry detergent brands used in the last 6 months, June 2013
                                                                                                      • Figure 106: Laundry product type used in the last 6 months, by other laundry detergent brands used in the last 6 months, June 2013
                                                                                                      • Figure 107: Laundry product type used in the last 6 months, by most popular fabric conditioner brands used in the last 6 months, June 2013
                                                                                                      • Figure 108: Laundry product type used in the last 6 months, by next most popular fabric conditioner brands used in the last 6 months, June 2013
                                                                                                  • Appendix – Laundry Brands Used in the Last 6 Months

                                                                                                      • Figure 109: Laundry detergent or fabric conditioner brands used in the last 6 months, June 2013
                                                                                                      • Figure 110: Most popular laundry detergent brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 111: Next most popular laundry detergent brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 112: Other laundry detergent brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 113: Least popular laundry detergent brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 114: Most popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 115: Next most popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 116: Other fabric conditioner brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 117: Least popular fabric conditioner brands used in the last 6 months, by demographics, June 2013
                                                                                                      • Figure 118: Laundry detergent brands used in the last 6 months, by laundry detergent type used in the last 6 months, June 2013
                                                                                                      • Figure 119: Laundry detergent brands used in the last 6 months, by fabric conditioner/softerner and other product type used in the last 6 months, June 2013
                                                                                                      • Figure 120: Fabric conditioner brands used in the last 6 months, by laundry detergent type used in the last 6 months, June 2013
                                                                                                      • Figure 121: Fabric conditioner brands used in the last 6 months, by fabric conditioner/softener and other product type used in the last 6 months, June 2013
                                                                                                  • Appendix – Consideration Factors for Laundry Detergents and Fabric Conditioners

                                                                                                      • Figure 122: Consideration factors for laundry detergents and fabric conditioners, June 2013
                                                                                                      • Figure 123: Most popular consideration factors for laundry detergents, by demographics, June 2013
                                                                                                      • Figure 124: Next most popular consideration factors for laundry detergents, by demographics, June 2013
                                                                                                      • Figure 125: Other consideration factors for laundry detergents, by demographics, June 2013
                                                                                                      • Figure 126: Most popular consideration factors for fabric conditioners, by demographics, June 2013
                                                                                                      • Figure 127: Next most popular consideration factors for fabric conditioners, by demographics, June 2013
                                                                                                      • Figure 128: Other consideration factors for fabric conditioners, by demographics, June 2013
                                                                                                      • Figure 129: Consideration factors for laundry detergents, by laundry detergent type used in the last 6 months, June 2013
                                                                                                      • Figure 130: Consideration factors for laundry detergents, by fabric conditioner/softener and ohter type used in the last 6 months, June 2013
                                                                                                      • Figure 131: Consideration factors for fabric conditioners, by laundry detergent type used in the last 6 months, June 2013
                                                                                                      • Figure 132: Consideration factors for fabric conditioners, by fabric conditioner/softener and other product type used in the last 6 months, June 2013
                                                                                                  • Appendix – Consumer Behaviour of Doing the Laundry at Home

                                                                                                      • Figure 133: Habits of doing laundry at home, June 2013
                                                                                                      • Figure 134: Most popular habits of doing laundry at home, by demographics, June 2013
                                                                                                      • Figure 135: Next most popular habits of doing laundry at home, by demographics, June 2013
                                                                                                  • Appendix – Attitudes Towards Doing the Laundry and Laundry Products

                                                                                                      • Figure 136: Attitudes towards doing the laundry and laundry products, June 2013
                                                                                                      • Figure 137: Most popular attitudse towards doing the laundry and laundry products, by demographics, June 2013
                                                                                                      • Figure 138: Next most popular attitudes towards doing the laundry and laundry products, by demographics, June 2013

                                                                                                  Companies Covered

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

                                                                                                  Laundry Detergents and Fabric Conditioners - China - August 2013

                                                                                                  £3,273.18 (Excl.Tax)