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Laundry and Fabric Care - China - July 2018

“Concentrated laundry liquid has the potential for greater penetration in China, but more education is needed for consumers. This is a saturated market starts and so opportunities lie in catering to niche demands such as specialised fabric care and baby laundry products. Proving safety credentials in terms of dermatological claims will be an effective way of driving trust and value.”
– Vicky Zhou, Research Analyst

This report looks at the following areas:

  • Concentrated laundry liquid needs more consumer education
  • Product segmentation brings more opportunities
  • How can brands prove ‘safety’?

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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 total value sales of laundry and fabric care market, China, 2013-23
              • Companies and brands
                • Figure 2: Market share of leading companies in laundry and fabric care market, China, 2016-17
              • The consumer
                • Product usage has slightly increased over 2017
                  • Figure 3: Products used in the last six months, 2017 vs 2018
                • Effect is the most important reason
                  • Figure 4: Reasons for using concentrated laundry liquid, April 2018
                • Younger consumers are lacking product education
                  • Figure 5: Reasons for not using concentrated laundry liquid, April 2018
                • Safety appeals to females more than to males
                  • Figure 6: Emphasis of attention, by gender, April 2018
                • Protecting skin is most acceptable to prove safety
                  • Figure 7: Safety product features, April 2018
                • Parents are willing to pay more to protect baby skin
                  • Figure 8: Premium factors of babies’ laundry products, April 2018
                • What we think
                • Issues and Insights

                  • Concentrated laundry liquid needs more consumer education
                    • The facts
                      • The implications
                        • Figure 9: Blue Moon ‘Concentrated +’ formula education, China
                      • Product segmentation brings more opportunities
                        • The facts
                          • The implications
                            • Figure 10: Tide Simply Free & Sensitive laundry Liquid, US, 2017
                          • How can brands prove ‘safety’?
                            • The facts
                              • The implications
                                • Figure 11: Ecostore safety support
                                • Figure 12: Unilever avocado laundry liquid
                                • Figure 13: Bioecofamily safety proof
                            • The Market – What You Need to Know

                              • Sustained stable market growth in China
                                • Innovations and premium products fuel the market
                                • Market Size and Forecast

                                  • Stable and slow growth continues
                                    • Figure 14: Best- and worst-case forecast of total value sales of Laundry and Fabric Care market, China, 2013-23
                                  • Innovation drives future growth
                                  • Market Drivers

                                    • Technology innovation in concentrated laundry liquid
                                      • More standardised regulation in the market
                                        • Co-creation with washing machines
                                          • Figure 15: Liby laundry and fabric care products specialized for LittleSwan washing machine, China, 2017
                                          • Figure 16: Electrolux washing machine for pods
                                        • Debut of premium brands cultivates Chinese consumers
                                        • Market Segmentation

                                          • Laundry detergent
                                            • Figure 17: Chaoneng concentrated
                                            • Figure 18: Best- and worst-case forecast of total value sales of laundry detergent market, China, 2013-23
                                          • Fabric conditioners and softeners
                                            • Figure 19: Best- and worst-case forecast of total value sales of fabric conditioners and softeners market, China, 2013-23
                                          • Laundry aids
                                            • Figure 20: Best- and worst-case forecast of total value sales of laundry aids market, China, 2013-23
                                        • Key Players – What You Need to Know

                                          • Liby and Nice continue leading the market
                                            • Niche demands bring opportunity
                                            • Market Share

                                              • Leading brands further consolidate leading position
                                                • Figure 21: Market share of leading companies in laundry and fabric care market, China, 2016-17
                                              • Decline of Blue Moon slowed down
                                                • Emerging brands show strong competitiveness
                                                • Competitive Strategies

                                                  • Develop niche segment
                                                    • Make quicker responses
                                                      • Build moral brand image
                                                        • Figure 22: Charlie's Soap biodegradable laundry powder, US, 2018
                                                      • Enhance product portfolio
                                                        • Figure 23: Ariel three-color capsule, China
                                                        • Figure 24: Walch Fabric conditioner capsule, China
                                                    • Who’s Innovating?

                                                      • ‘Botanical/Herbal’ and ‘No additives/Preservatives’ are on rise
                                                        • Figure 25: Top claims of new laundry and fabric care product launches, China, 2016-17
                                                      • Innovation in ultra-concentrated formula
                                                        • Figure 26: New ultra-concentrated laundry and fabric care product launches, China, 2018
                                                      • Create more usage occasions
                                                        • Figure 27: New laundry liquid launches claim various usage occasions, UK, 2018
                                                        • Figure 28: New Laundry and fabric care products launch for sportswear, US and Slovakia, 2017
                                                      • Take care of sensitive skin
                                                        • Figure 29: New laundry detergent launches for sensitive skin, US, 2017
                                                      • Link product with emotional resonance
                                                        • Figure 30: New laundry and fabric care product launches with emotional resonance, South Korea and Egypt, 2017
                                                      • Natural fragrances
                                                        • Figure 31: New laundry and fabric care product launches with nature claim, South Korea, 2018
                                                    • The Consumer – What You Need to Know

                                                      • Capsule and specialised laundry products have potential
                                                        • Younger consumers are more influenced by online buzz
                                                          • Unfamiliar with Concentrated Laundry Liquid hinders
                                                            • Safety more important than results
                                                              • Good to skin can prove the safety
                                                                • Babies’ skin matters the most
                                                                • Product Usage

                                                                  • Capsule has gained larger popularity
                                                                    • Figure 32: Product used in the last six months, 2017 vs 2018
                                                                    • Figure 33: P&G don’t eat pods campaign
                                                                  • Niche products have potential
                                                                    • Figure 34: Product used in the last six months, April 2018
                                                                  • Affluent families care more about specific fabric care
                                                                    • Figure 35: Product used in the last six months, by monthly household income, April 2018
                                                                • Reasons for Using Concentrated Laundry Liquid

                                                                  • Results matter the most
                                                                    • Figure 36: Reasons for using concentrated laundry liquid, April 2018
                                                                  • Superior product features attract affluent families more
                                                                    • Figure 37: Reasons for using concentrated laundry liquid, by monthly household income, April 2018
                                                                  • Younger consumers are driven by curiosity and online buzz
                                                                    • Figure 38: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
                                                                  • Males aged 30-39 have more practical reasons
                                                                    • Figure 39: Selected reasons for using concentrated laundry liquid, by gender and age, April 2018
                                                                • Reasons for Not Using Concentrated Laundry Liquid

                                                                  • Consumers still need to be educated
                                                                    • Figure 40: Lion MEE natural ingredient
                                                                    • Figure 41: Reasons for not using concentrated laundry liquid, April 2018
                                                                    • Figure 42: Chaoneng usage method and amount education, China
                                                                  • Younger consumers know less about concentrated laundry liquid than older consumers
                                                                    • Figure 43: Selected reasons for not using concentrated laundry liquid, by age, April 2018
                                                                  • Consumers in tier one cities are more difficult to persuade
                                                                    • Figure 44: Selected reasons for not using concentrated laundry liquid, by city tier, April 2018
                                                                  • Same situation in high household income consumers
                                                                    • Figure 45: Selected reasons for not using concentrated laundry liquid, by monthly household income, April 2018
                                                                • Attitudes towards Laundry and Fabric Care Products

                                                                  • Majority of consumers separate different fabrics when doing laundry
                                                                    • Figure 46: Laundry habits of separating different fabrics when doing laundry, April 2018
                                                                  • Local brands should continue building confidence among consumers
                                                                    • Figure 47: Brand preference, April 2018
                                                                    • Figure 48: Liby capsule marketing, China
                                                                    • Figure 49: Lonkey Capsule in New York Fashion Week
                                                                  • Ethical stance
                                                                    • Figure 50: Attitude towards ‘eco-friendly’, April 2018
                                                                    • Figure 51: Ecover non-bio laundry liquid
                                                                  • Formula innovations more alluring than new scent
                                                                    • Figure 52: Attitude towards innovation, April 2018
                                                                  • Fabric conditioner needs more innovation
                                                                    • Figure 53: Attitude towards fabric conditioner, April 2018
                                                                    • Figure 54: Ypê Alquimia mixed laundry conditioner, Brazil
                                                                  • Younger women don’t perceive concentrated laundry liquid to be safer
                                                                    • Figure 55: Attitude towards concentrated laundry liquid, by gender and age, April 2018
                                                                  • Males pay attention to results while females focus on safety
                                                                    • Figure 56: Emphasis of attention, by gender, April 2018
                                                                  • Affluent families expect more innovation
                                                                    • Figure 57: Attitude towards product innovation, by monthly household income level, April 2018
                                                                  • Younger females trust more about transparent label
                                                                    • Figure 58: Attitude towards reliable products, by gender and age, April 2018
                                                                • Safety Product Features

                                                                  • Safety is most related to skin condition
                                                                    • Figure 59: Safety product features, April 2018
                                                                    • Figure 60: Diao uses ‘can be used in baby clothes’ to target adults
                                                                  • Females care more about ingredient
                                                                    • Figure 61: Safety product features, by gender and age, April 2018
                                                                  • Enzymes has potential in proving safety
                                                                    • Figure 62: Safety product features vs mild product features, 2018 vs 2017
                                                                    • Figure 63: OMO new launch of enzyme capsule, China, 2018
                                                                • Premium Factors in Babies’ Laundry Products

                                                                  • Avoiding skin irritation is the factor parents are willing to pay extra for
                                                                    • Figure 64: Premium factors of babies’ laundry products, April 2018
                                                                  • Authentication from professional organization particularly appeals to affluent households
                                                                    • Figure 65: Premium factors of babies’ laundry products (interested and willing to pay more), by monthly household income, April 2018
                                                                • Meet the Mintropolitans

                                                                  • Mintropolitans care about environment more
                                                                    • Figure 66: Reasons for using concentrated laundry liquid, by consumer classification, April 2018
                                                                  • Mintropolitans have more worries about concentrated laundry liquid
                                                                    • Figure 67: Reasons for not using concentrated laundry liquid, by consumer classification, April 2018
                                                                  • But still believe concentrated laundry liquid is suitable for sensitive skin
                                                                    • Figure 68: Attitude towards concentrated laundry liquid, by consumer classification, April 2018
                                                                  • Mintropolitans trust imported brands more
                                                                    • Figure 69: Brand preference, by consumer classification, April 2018
                                                                • Appendix – Market Size and Forecast

                                                                    • Figure 70: Total value sales of laundry and fabric care market, China 2013-23
                                                                • Appendix – Market Segmentation

                                                                    • Figure 71: Total value sales of laundry detergent market, China 2013-23
                                                                    • Figure 72: Total value sales of laundry conditioners and softeners market, China 2013-23
                                                                    • Figure 73: Total value sales of laundry aids market, China 2013-23
                                                                • Appendix – Methodology and Abbreviations

                                                                  • Methodology
                                                                    • Fan chart forecast
                                                                      • Abbreviations

                                                                      Laundry and Fabric Care - China - July 2018

                                                                      £3,486.28 (Excl.Tax)