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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Dishwashing Products - China market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Tell the right story on environmentally friendly
  • Encourage more frequent usage of dishwashers
  • Slow yet steady growth for a mature market

Covered in this report

This report looks into Chinese consumers’ usage of dishwashing products, dishwasher products in particular, and attitudes towards environmentally friendly features, in order to understand consumer usage habits and preference. Furthermore, it tested how consumers are satisfied with the dishwashing liquid brands they have used most often, and conducted a key driver analysis to analyse how different attributes influence consumers’ overall brand satisfaction, which could help brands identify priority aspects for improvement.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The primary reason consumers buy environmentally friendly products is because they are good for human beings rather than good for the planet. Consumers are willing to pay extra for dishwashing products with natural ingredients, biodegradable formula and no preservatives, which are considered safer to use. If a brand wants to tempt consumers with environmental credentials, the first task is to prove product safety, naturalness and benefits for personal wellbeing, while environmental benefits are secondary talking points Alice Li
Senior Household Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
        • Excluded
          • Sub-group definitions (by monthly household income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
              • Companies and brands
                • Figure 2: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
              • The consumer
                • Hand dishwashing is mainstream
                  • Figure 3: Dishwasher ownership and dishwashing habits, December 2019
                • Liquid/gel is the preferred format of dishwasher detergent
                  • Figure 4: Dishwashing products used in the last six months, December 2019
                • Natural ingredients and biodegradable formula are most valued environmentally friendly features
                  • Figure 5: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
                • Liby is the most used dishwashing liquid brand
                  • Figure 6: Most often used dishwashing liquid brand in the last six months, December 2019
                • Consumers are most satisfied with ease of use and cleaning power
                  • Figure 7: Satisfaction aspects of dishwashing liquid brand used most often, December 2019
                • What we think
                • Issues and Insights

                  • Innovative formulas needed to engage consumers
                    • The facts
                      • The implications
                        • Figure 8: Examples of dishwashing products with innovative formulas, global, 2019-20
                      • Tell the right story on environmentally friendly
                        • The facts
                          • The implications
                            • Figure 9: Example of how to recycle and re-use the plastic bottle of method dish soap
                          • Encourage more frequent usage of dishwashers
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Slow yet steady growth for a mature market
                                  • Dishwashing needs are changing
                                  • Market Size and Forecast

                                    • Growth continues to slow in a mature market
                                      • Figure 10: Market value and annual growth of dishwashing products, China, 2015-19
                                      • Figure 11: Best- and worst-case forecast of market value of dishwashing products, China, 2014-24
                                  • Market Factors

                                    • Rising demand and affordability for dishwashers
                                      • Chinese cooking and dining habits continue to evolve
                                        • Natural products expand targeting the health and wellness trend
                                        • Market Segmentation

                                          • Hand dishwashing products dominate value sales
                                            • Figure 12: Market value of dishwashing products, by segment, China, 2018-19
                                        • Key Players – What You Need to Know

                                          • Liby and Nice dominate this market
                                            • Local companies tap into dishwasher products
                                              • Innovative fragrances and formats are emerging
                                              • Market Share

                                                • A market led by domestic players
                                                  • Figure 13: Leading manufacturers' share in value sales of dishwashing products, China, 2018-19
                                                  • Figure 14: White Cat Classic Formula Dishwashing Liquid, China, 2019
                                              • Competitive Strategies

                                                • Leading local companies tap into dishwasher products
                                                  • Figure 15: New dishwasher products launches from local brands, China, 2019
                                                  • Figure 16: Liby The Balance dishwasher products, China, 2019
                                                  • Figure 17: Examples of AXE dishwasher products, China, 2020
                                                • Start to introduce concentrated dishwashing liquid
                                                  • Figure 18: Liby Concentrated Dishwashing Liquid, China, 2019
                                                  • Figure 19: Examples of concentrated dishwashing liquid from international companies, China, 2019
                                                • Emphasis on safety with natural ingredients
                                                  • Figure 20: Example of White Cat Soda Dishwashing products, China, 2019
                                              • Who’s Innovating?

                                                • Dishwasher products gain NPD share
                                                  • Figure 21: Share of new dishwashing products launches, by sub-category, China, 2018-19
                                                • Environmental claims are widespread within dishwashing category
                                                  • Figure 22: Top claims of new dishwashing products launches, China, 2019
                                                • Odour neutralising and anti-bacterial functions see growth
                                                  • Figure 23: New dishwashing products launches with odour neutralising claim, China, 2019
                                                • Citrus fragrance retains its popularity…
                                                  • Figure 24: Top fragrance component groups of new dishwashing products launches, China, 2019
                                                • …with a broader range of fragrances being explored
                                                  • Figure 25: New dishwashing detergent launches with floral scents, China, 2019
                                                  • Figure 26: Examples of OMO dishwashing liquid with alcoholic fragrances, China, 2019
                                                  • Figure 27: Kaimi Fragrance Free Tableware Cleaner, China, 2019
                                                • Foam-type products are emerging
                                                  • Figure 28: Kao Cucute Clear Dishwashing Spray, China, 2019
                                                  • Figure 29: White Cat Dishwashing Liquid Foam, China, 2019
                                                • Innovation highlights in overseas markets
                                                  • Eliminate bacteria on sponges
                                                    • Figure 30: Examples of dishwashing products that eliminate odours on sponges, Argentina and Australia, 2019
                                                  • Protect glass and delicate dishes
                                                    • Figure 31: Examples of dishwashing products that protect glass or dishes, Global, 2019
                                                • The Consumer – What You Need to Know

                                                  • Dishwasher ownership remains flat
                                                    • Dishwasher owners use both dishwasher detergents and ancillaries
                                                      • Consumers focus on formulas and ingredients when it comes to environmental friendliness
                                                        • Liby is the most used dishwashing liquid brand
                                                          • Consumers are satisfied with ease of use and cleaning power
                                                          • Dishwasher Ownership and Dishwashing Habits

                                                            • Flat dishwasher ownership, but usage shows signs of an increase
                                                              • Figure 32: Dishwasher ownership and dishwashing habits, 2018 vs 2019
                                                            • Dishwasher ownership is still influenced by income level and city tier
                                                              • Figure 33: Dishwasher ownership and dishwashing habits, by monthly household income and city tier, December 2019
                                                          • Usage of Dishwashing Products

                                                            • Usage of dishwashing liquid is nearly universal
                                                              • Figure 34: Dishwashing products used in the last six months, by dishwasher ownership, December 2019
                                                            • High earners are more likely to use baking soda
                                                              • Figure 35: Dishwashing products used in the last six months, by monthly household income, December 2019
                                                            • Dishwasher liquid/gel is most used, but dishwasher owners use more than detergents
                                                              • Figure 36: Dishwashing products used in the last six months, December 2019
                                                          • Environmentally friendly Features Worth Paying More

                                                            • Product formulas and ingredients get most attention
                                                              • Figure 37: Environmentally friendly features of dishwashing products that are worth paying more for, December 2019
                                                            • Older consumers focus on ingredients; the younger generation starts to pay attention to environmentally friendly packaging
                                                              • Figure 38: Environmentally friendly features of dishwashing products that are worth paying more for, by age, December 2019
                                                            • Lower tier city consumers pay more attention to carbon emissions
                                                              • Figure 39: Environmentally friendly features of dishwashing products that are worth paying more for, by city tier, December 2019
                                                          • Most Often Used Dishwashing Liquid Brand

                                                            • Liby takes the lead and is far ahead…
                                                              • Figure 40: Most often used dishwashing liquid brand in the last six months, December 2019
                                                            • …among both dishwasher owners and non-owners
                                                              • Figure 41: Most often used dishwashing liquid brand in the last six months, by dishwasher ownership, December 2019
                                                            • Overall gender difference doesn’t prevail
                                                              • Figure 42: Most often used dishwashing liquid brand in the last six months, by gender, December 2019
                                                            • Liby has a younger user base; Bluemoon the opposite
                                                              • Figure 43: Most often used dishwashing liquid brand in the last six months, by age, December 2019
                                                            • Liby is more popular in tier one cities
                                                              • Figure 44: Most often used dishwashing liquid brand in the last six months, by city tier, December 2019
                                                          • Brand Satisfaction and Key Drivers

                                                            • Lanju gains the highest level of overall satisfaction
                                                              • Figure 45: Overall satisfaction with dishwashing liquid brand used most often, December 2019
                                                            • Consumers are satisfied with ease of use and cleaning power
                                                              • Figure 46: Satisfaction with aspects of dishwashing liquid brand used most often, December 2019
                                                              • Figure 47: Key drivers of overall satisfaction with dishwashing liquid brand used most often, December 2019
                                                            • Liby
                                                              • Figure 48: Key drivers of satisfaction – Liby, December 2019
                                                            • Bluemoon
                                                              • Figure 49: Key drivers of satisfaction – Bluemoon, December 2019
                                                            • White Cat
                                                              • Figure 50: Key drivers of satisfaction – White Cat, December 2019
                                                          • Meet the Mintropolitans

                                                            • MinTs more likely to hand wash dishes in spite of dishwasher ownership
                                                              • Figure 51: Dishwashing habits, by consumer classification, December 2019
                                                            • But they still report higher usage of dishwasher products
                                                              • Figure 52: Dishwashing products used in the last six months, by consumer classification, December 2019
                                                            • MinTs start to look beyond ‘good for humans’ and seek ‘good for planet’ products
                                                              • Figure 53: Gaps between MinTs and non-MinTs (as benchmark) in terms of environmentally friendly features of dishwashing products that are worth paying more for, December 2019
                                                          • Appendix – Market Size and Forecast

                                                              • Figure 54: Market value of dishwashing products, China, 2014-24
                                                          • Appendix – Methodology and Abbreviations

                                                            • Methodology
                                                              • Fan chart forecast
                                                                • Abbreviations

                                                                About the report

                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                • The Consumer

                                                                  What They Want. Why They Want It.

                                                                • The Competitors

                                                                  Who’s Winning. How To Stay Ahead.

                                                                • The Market

                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                • The Innovations

                                                                  New Ideas. New Products. New Potential.

                                                                • The Opportunities

                                                                  Where The White Space Is. How To Make It Yours.

                                                                • The Trends

                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                Description