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Dishwashing Products - China - March 2019

Covered in this report

For the purposes of this report, Mintel defines dishwashing products as follows:

  • Products formulated for dishwashing by hand, including regular and antibacterial variants
  • Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids
  • Ancillaries or dishwasher additives including salt, rinse aids and dishwasher cleaners, fresheners and protection products

“The Chinese dishwashing market is at a mature, steady stage, and has been facing annually easing growth. The market opportunities lie in consumers trading up to premium products after becoming more informed about available offerings. As such, it is not surprising to see a remarkable number of consumers buying dishwashing products from high-end supermarkets/hypermarkets, especially young consumers. This indicates that competition will no longer be concentrated in only the mass market, but will expand to a premium one.”

– Anne Yin, Associate Research Analyst

This report examines the following issues:

  • Transforming dishwashing habits with the adoption of dishwashers
  • Priority claims to communicate safety and cleaning power
  • Hybrid online/offline channels for purchasing dishwashing products

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Subgroup definitions (by monthly household income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
              • Companies and brands
                • Figure 2: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
              • The consumer
                • The majority of dishwasher owners have low usage rates
                  • Figure 3: Dishwasher ownership and dishwashing habits, November 2018
                • Dishwasher detergents not used by all dishwasher owners
                  • Figure 4: Dishwashing products used in the last six months, November 2018
                • Dishwasher detergent consumers need guidance
                  • Figure 5: Dishwasher detergent used in the last six months, November 2018
                • Limited variety among consumers regarding cleaning power
                  • Figure 6: Claims associated with strong cleaning power, November 2018
                • Informed consumers associate ingredients with product safety
                  • Figure 7: Features associated with safety, November 2018
                • Offline channels still the main competitive battlefield
                  • Figure 8: Purchase channel of dishwashing products, November 2018
                • Safety and ingredients are the top two value-adding features
                  • Figure 9: Factors consumers would be willing to pay extra for, November 2018
                • What we think
                • Issues and Insights

                  • Transforming dishwashing habits with the adoption of dishwashers
                    • The facts
                      • The implications
                        • Figure 10: Example of dishwasher tablet designed for small dishwashers, 2018
                      • Priority claims to communicate safety and cleaning power
                        • The facts
                          • The implications
                            • Figure 11: Examples of products with ‘better ingredients’ demonstrating safety, China and New Zealand, 2018
                            • Figure 12: Examples of hand washing products with dish-caring features, France and Denmark, 2018
                            • Figure 13: Examples of dishwashing detergent with specific tough stains removal, Spain and Germany, 2017-18
                          • Hybrid online/offline channels for purchasing dishwashing products
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Mature market with easing growth rate
                                  • Growth supported by trading up and e-commerce
                                  • Market Size and Forecast

                                    • Market eases into steady growth
                                      • Figure 14: Market value and annual growth of dishwashing products, China, 2016-2018
                                    • Dishwasher detergents’ potential still unfulfilled
                                      • Online channels and product premiumisation support future growth
                                        • Figure 15: Best- and worst-case forecast of market value of dishwashing products, China, 2013-23
                                    • Market Factors

                                      • Increasing household disposable incomes and expenditures
                                        • Consumers trading up for better life quality
                                          • E-commerce expands competitive battle ground
                                            • Environmental regulations eliminating inferior products
                                              • Standardisation of food-grade dishwashing products
                                              • Key Players – What You Need to Know

                                                • Further concentrated market with intense competition
                                                  • Costly competition with endorsements and cost-effective free trials
                                                    • Innovation focused on formulas
                                                    • Market Share

                                                      • The dishwashing market became further concentrated in 2018
                                                        • Figure 16: Leading manufacturers’ share in value sales of dishwashing products, China, 2017 and 2018
                                                      • Online channels rejuvenate sales
                                                        • Finish still leading brands in dishwasher detergents
                                                          • Brand aging dragging down sales
                                                          • Competitive Strategies

                                                            • Association with cooking scenarios
                                                              • Figure 17: Liby advertisement in ‘Chinese restaurant’ TV variety show, 2017
                                                            • Trusted domestic household care brand leverages cultural pride
                                                              • Figure 18: Nice Group 50th anniversary campaign, 2018
                                                            • Co-branding with dishwashers for awareness and trial
                                                              • Figure 19: Finish and Jianjing with dishwasher brands, 2018
                                                          • Who’s Innovating?

                                                            • Innovation still focused on hand washing products in China
                                                              • Figure 20: New dishwashing product launches, by sub-category, China US, and UK, 2017–18
                                                            • Dishwasher detergents are cherished more by imported and smaller domestic brands
                                                              • Figure 21: Examples of new dishwasher detergents, China, 2017-18
                                                            • New products further enhanced on ethical, natural, and convenience
                                                              • Figure 22: Top 20 claims of new dishwashing product launches, China, 2017-18
                                                            • Leveraging natural add-ins for better associations
                                                              • Figure 23: Examples of new natural add-ins, China, 2017-18
                                                            • New formulas demonstrate superiority
                                                              • Figure 24: Examples of new natural formulas, China and South Korea, 2017-18
                                                              • Figure 25: Examples of amino acid and micellar formulas, China and Croatia, 2017-18
                                                            • Kind to hands and dermatologically tested
                                                              • Figure 26: Example of kind to hands dishwashing products, China and Russia, 2018
                                                              • Figure 27: Examples of dermatologically tested dishwashing products, Canada and Germany, 2017-18
                                                            • Environmentally friendly formulas with no harsh chemicals
                                                              • Figure 28: Examples of products with environmentally friendly formulas and no harsh chemicals, China, UK, Australia, and New Zealand, 2018
                                                            • Environmentally friendly packaging
                                                                • Figure 29: Examples of products with environmentally friendly packaging, China, South Korea, Italy, and UK, 2017-18
                                                            • The Consumer – What You Need to Know

                                                              • 25% of respondents have a dishwasher at home
                                                                • 17% of dishwasher owners not using dishwasher detergent
                                                                  • All-in-one products require more market education
                                                                    • Cleaning power still comes down to tough stains and grease removal
                                                                      • Food grade feature accepted by consumers as a safety indicator
                                                                        • Online channels have a 70% penetration rate
                                                                          • Safety and ingredients are the top two value-added factors
                                                                          • Dishwasher Ownership and Dishwashing Habits

                                                                            • One quarter of respondents have a dishwasher
                                                                              • Figure 30: Dishwasher ownership and dishwashing habits, November 2018
                                                                            • Frequent dishwasher users skew to affluent households
                                                                              • Figure 31: Dishwasher ownership and Dishwashing habits, by monthly household income, November 2018
                                                                            • Younger consumers use dishwashers less frequently
                                                                              • Figure 32: Dishwasher ownership and dishwashing habits, by age, November 2018
                                                                            • Active market in lower tier cities
                                                                              • Figure 33: Dishwasher ownership and dishwashing habits, by city tier, November 2018
                                                                          • Dishwashing Product Usage

                                                                            • Not all dishwasher owners use dishwasher detergent…
                                                                              • Figure 34: Dishwashing products used in the last six months, November 2018
                                                                            • ...and price is not the only barrier
                                                                              • Figure 35: Dishwasher detergent penetration rate, by monthly household income, November 2018
                                                                            • Some frequent dishwasher users not using dishwasher detergent
                                                                              • Figure 36: Dishwasher detergent penetration rate, by dishwashing habits, November 2018
                                                                          • Dishwasher Detergent Usage

                                                                            • Liquid/gel is the most used dishwasher detergent format
                                                                              • Figure 37: Dishwasher detergent used in the last six months, November 2018
                                                                            • Product-exploring consumers
                                                                              • Figure 38: Dishwasher detergent used in the last six months, by dishwashing habit, November 2018
                                                                            • Young consumers are core ancillaries users
                                                                              • Figure 39: Dishwasher detergent used in the last six months, by age, November 2018
                                                                            • Opportunities for dishwasher cleaners
                                                                              • Figure 40: Dishwasher detergent used in the last six months, by repertoire, November 2018
                                                                          • Claims Associated with Strong Cleaning Power

                                                                            • Tough stains and grease removal associated with strong cleaning power
                                                                              • Figure 41: Claims associated with strong cleaning power, November 2018
                                                                              • Figure 42: Examples of dishwashing detergents with heavy grease removal and high efficiency formulas, China, 2017-18
                                                                            • Affluent consumers want more efficiency and stain removal power
                                                                              • Figure 43: Claims associated with strong cleaning power, by monthly household income, November 2018
                                                                            • Cold water performance sought by lower household income consumers
                                                                              • Figure 44: Example of dishwashing detergent with cold water grease removal claim, China, 2018
                                                                          • Features Associated with Safety

                                                                            • Consumers fear chemicals and demand hand care
                                                                              • Figure 45: Features associated with safety, November 2018
                                                                              • Figure 46: Example of product with clear ingredients names, percentages, and explanations, Finland, 2019
                                                                            • Older consumers appreciate natural ingredients more
                                                                              • Figure 47: Features associated with safety, by age, November 2018
                                                                            • Simple ‘no harm to hands’ claims not enough for affluent consumers
                                                                              • Figure 48: Features associated with safety, by monthly household income, November 2018
                                                                              • Figure 49: Example of ‘fragrance-free’, ‘clean packaging’ product, China, 2019
                                                                          • Purchase Channel

                                                                            • Supermarkets and hypermarkets are still the top channel
                                                                              • Figure 50: Purchase channels of dishwashing products, November 2018
                                                                            • High-end supermarkets even appeal to lower income consumers
                                                                              • Figure 51: Purchase channels of dishwashing products, by monthly household income, November 2018
                                                                            • Older consumers also buy online
                                                                              • Figure 52: Top four purchase channels of dishwashing products, by age, November 2018
                                                                          • Factors Worth Paying Extra for

                                                                            • Safety comes first, ethicalness ranks higher than cleaning power
                                                                              • Figure 53: Factors consumers would be willing to pay extra for, November 2018
                                                                            • Affluent consumers appreciate advanced formats, packaging and scent
                                                                              • Figure 54: Factors consumers would be willing to pay extra for, by monthly household income, November 2018
                                                                          • Meet the Mintropolitans

                                                                            • Higher usage rate of dishwashers among Mintropolitans
                                                                              • Figure 55: Dishwasher ownership and dishwashing habits, by consumer classification, November 2018
                                                                            • Greater willingness to pay more for ingredients, eco-friendly, and concentrated products
                                                                              • Figure 56: Factors consumers would be willing to pay extra for, by consumer classification, November 2018
                                                                            • Higher safety requirements among Mintropolitans
                                                                              • Figure 57: Features associated with safety, by consumer classification, November 2018
                                                                            • Mintropolitans seek better products through more channels
                                                                              • Figure 58: Purchase channels of dishwashing products, by consumer classification, November 2018
                                                                          • Appendix – Market Size and Forecast

                                                                              • Figure 59: Total value sales of dishwashing market, China, 2013-23
                                                                          • Appendix – Methodology and Abbreviations

                                                                            • Methodology
                                                                              • Fan chart forecast
                                                                                • Abbreviations

                                                                                Dishwashing Products - China - March 2019

                                                                                US $4,460.00 (Excl.Tax)