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Laundry and Fabric Care - China - July 2019

Covered in this report

The laundry and fabric care market covers laundry detergents, fabric conditioners & softeners and laundry aids. Market size comprises sales through all retail channels including direct to consumer and excludes sales to professional laundries and launderettes.

  • Laundry detergents include machine wash liquid detergents, other machine wash detergents (including powders, capsules and tablets) and hand wash detergents (soap bars, hand wash liquid detergent and others).
  • Fabric conditioners & sofeners include standard and concentrated conditioners, and softeners
  • Laundry aids include stain removers, ironing aids, whiteness and colour care products and other ancillary products for fabric care

“After years of development in China, capsules are still niche with further education needed, but more and more manufacturers are making efforts in capsules to stimulate the saturated market. Better performance and multiple functions should be prioritised for capsules for certain, while attractive packaging resonates with women well. Moreover, specialised products are rising due to trends towards premiumisation and product segmentation, with strong opportunity in intimate laundry products in particular.”
Vicky Zhou, Research Analyst

This Report will cover the following areas:

  • The future of laundry capsules in China
  • Focus on underwear/pants washing demand
  • Treat clothes as people’s skin

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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, 2014-24
              • Companies and Brands
                • Figure 2: Market share of leading companies in laundry and fabric care market, China, 2017-18
              • The Consumer
                • More men do laundry at home in 2019
                  • Figure 3: Laundry responsibility, male, 2018 vs 2019
                • Capsules/pods still faces challenge in adoption
                  • Figure 4: Product used in the last six months, April 2019
                • Results is the most important reason
                  • Figure 5: Reasons for using capsule/pod, April 2019
                • Lack of knowledge hinders the usage of capsules
                  • Figure 6: Reasons for not using capsule/pod, April 2019
                • More than half of consumers prefer hygiene related functions
                  • Figure 7: Interested product functions, April 2019
                • Specialised laundry products for underwear/pants are perceived as safer
                  • Figure 8: Underwear washing behaviour and attitudes, April 2019
                • What we think
                • Issues and Insights

                  • The future of laundry capsules in China
                    • The facts
                      • The implications
                        • Figure 9: P&G 3-in-1 capsule, China
                        • Figure 10: Liby smaller sized laundry liquid, China
                        • Figure 11: Examples of attractive laundry capsules, China
                        • Figure 12: Rocket Girls 101 endorse Tide capsule, China
                      • Focus on underwear/pants washing demand
                        • The facts
                          • The implications
                            • Figure 13: Botare Underwear Soap, China
                            • Figure 14: Liby Miss underwear wash liquid, China
                          • Treat clothes as people’s skin
                            • The facts
                              • The implications
                                • Figure 15: Love Home and Planet Amino Acid Laundry Detergent, China, 2019
                                • Figure 16: Tide ‘Anti-aging’ Laundry Liquid, China
                                • Figure 17: Liby Laundry Serum, China, 2019
                            • The Market -What you need to know

                              • Sustained market growth
                                • Premiumisation and niche products are the main drivers
                                • Market Size and Forecast

                                  • Flat growth continues
                                    • Figure 18: Best- and worst-case forecast of total value sales of laundry and fabric care market, China, 2014-24
                                • Market Factors

                                  • More standardised regulation
                                    • Product premiumisation drives the market growth
                                      • Figure 19: New fabric care launches, by price range, China, 2016-18
                                    • Production decreased
                                    • Market Segmentation

                                      • Laundry detergent
                                        • Figure 20: Best- and worst-case forecast of total value sales of laundry detergent market, China, 2014-24
                                        • Figure 21: New automatic detergents launches, by format, China, 2016 - 18
                                      • Fabric conditioners and softeners
                                        • Figure 22: Best- and worst-case forecast of total value sales of fabric conditioners and softeners market, China, 2014-24
                                        • Figure 23: New fabric care product launches, by sub-category, China, 2017-18
                                      • Laundry aids
                                        • Figure 24: Best- and worst-case forecast of total value sales of laundry aids market, China, 2014-24
                                    • Key Players -What you need to know

                                      • Domestic manufacturers enjoyed most growth
                                        • Product innovation and expanding touch points to draw attention
                                          • Investment in safety claims
                                          • Market share

                                            • Local brands still lead the market
                                              • Figure 25: Leading manufacturers’ share in value sales of laundry and fabric care products, China, 2017-18
                                            • Bluemoon started to gain share
                                              • International brands bring imported products
                                              • Competitive Strategies

                                                • Convey an eco-friendly message
                                                  • Figure 26: Liby water-saving information, China
                                                  • Figure 27: DS3 Clearly Cleaner Laundry Wash, US, 2019
                                                • Develop more channels to reach more consumers
                                                  • Figure 28: Kispa ‘Laundry Dance’ on TikTok, China
                                                • Invest in specialised fabric care
                                                  • Figure 29: P&G Fiber Id Laundry Detergent, China
                                                  • Figure 30: Liby laundry and fabric care product classification, China
                                                • Cross-category cooperation
                                                  • Figure 31: Nice Group ‘Avengers’ Laundry Liquid, China, 2019
                                                  • Figure 32: Liby * NetEase Cloud Music Laundry Capsules for Spring Festival, China, 2019
                                              • Who’s Innovating?

                                                • ‘Botanical/herbal’ still on rise
                                                  • Figure 33: Top claims of new launches fabric care products, China, 2017-18
                                                • Safety focused on ‘natural’ claim in China
                                                  • Figure 34: New fabric care product launches, by claim and country, 2018
                                                • Skin friendly
                                                  • Figure 35: New fabric care product launches with skin-friendly claim, China and US, 2018
                                                • Modern lifestyles bring opportunities
                                                  • Figure 36: New fabric care product launches targeting modern lifestyle, Germany and US, 2018
                                                • Use essential oils to protect clothes
                                                  • Figure 37: New fabric care product launches with essential oils, China and Poland, 2019
                                                • Spray format for more convenience
                                                  • Figure 38: New clothes spray launches, China and UK, 2018 and 2019
                                              • The Consumer - What you need to know

                                                • Men become more active in laundry duties compared to 2018
                                                  • In-wash scent booster and capsules are still niche
                                                    • More men are influenced by environmental friendly claim than women
                                                      • Unfamiliarity with capsules/pods hinders
                                                        • 85% of consumers’ demand could be satisfied by covering three functions
                                                          • Almost universal recognition of washing underwear separately
                                                          • Laundry Responsibility

                                                            • Women still shoulder the main duty
                                                              • Figure 39: Laundry responsibility, by gender, April 2019
                                                            • But men are doing more than in 2018
                                                              • Figure 40: Laundry responsibility, male, 2018 vs 2019
                                                          • Product Usage

                                                            • 17% of consumers have used in-wash scent booster
                                                              • Figure 41: Product used in the last six months, April 2019
                                                            • The penetration of soap bar surpasses powder among females
                                                              • Figure 42: Product used in the last six months, by gender, April 2019
                                                            • Capsules and laundry products for underwear are more adopted by women
                                                              • Income is a more influential factor than city tier
                                                                • Figure 43: Gap of product used in the last six months, by monthly household income and city tier, April 2019
                                                              • Urbanites in high tier cities show stronger adoption of germicide liquid
                                                              • Reasons for Using Capsules/Pods

                                                                • Results and functions rather than convenience are main drivers
                                                                  • Figure 44: Reasons for using capsule/pod, April 2019
                                                                • Men pay more attention to the environment while attractive packaging appeals to women more
                                                                  • Figure 45: Reasons for using capsule/pod, by gender, April 2019
                                                                • Tier one cities’ urbanites value high level of convenience over multiple functions
                                                                  • Figure 46: Reasons for using capsule/pod, by city tier, April 2019
                                                                  • Figure 47: Lonkey Elegant Freesia Scented Laundry Capsule, China, 2018
                                                              • Reasons for Not Using Capsules/Pods

                                                                • Unfamiliarity, not price, is the top barrier
                                                                  • Figure 48: Reasons for not using capsule/pod, April 2019
                                                                • Indifference is a more serious barrier for men
                                                                  • Figure 49: Reasons for not using capsule/pod, by gender, April 2019
                                                                • Income and city tier not particularly influential
                                                                  • Figure 50: Reasons for not using capsule/pod, by monthly household income and city tier, April 2019
                                                              • Interested Product Functions

                                                                • Basic functions still dominate
                                                                  • Figure 51: Interested product functions, April 2019
                                                                • Top three functions can reach 85% of consumers
                                                                  • Figure 52: TURF analysis of interested product functions, April 2019
                                                                • Men worry about mould while women want colour and fibre protection more
                                                                  • Figure 53: Interested product functions, by gender, April 2019
                                                                • Affluent demographic’s interest in softening benefit differentiates from low earners most
                                                                  • Figure 54: Interested product functions, by monthly household income and city tier, April 2019
                                                              • Underwear Washing Behaviour and Attitudes

                                                                • Majority of consumers wash underwear/pants separately
                                                                  • Figure 55: Underwear washing behaviour and attitudes, April 2019
                                                                • Men don’t fall too far behind in underwear washing
                                                                  • Figure 56: Underwear washing behaviour and attitudes, by gender, April 2019
                                                                • Affluent consumers show higher hygiene requirements for underwear/pants
                                                                  • Figure 57: Underwear wash behaviour and attitudes, by monthly household income, April 2019
                                                                • Consumers in lower tier cities more interested in labour-saving devices
                                                                  • Figure 58: Underwear washing behaviour and attitudes, by city tier, April 2019
                                                              • Meet the Mintropolitans

                                                                • Multiple functions is where biggest gap in capsule usage lies
                                                                  • Figure 59: Reasons for using capsule/pod, by consumer classification, April 2019
                                                                • Usage amount turns out to be the biggest barrier for Mintropolitans
                                                                  • Figure 60: Reasons for not using capsule/pod, by consumer classification, April 2019
                                                                • Willingness to buy labour-saving devices is similar
                                                                  • Figure 61: Underwear washing behaviours and attitudes, by consumer classification, April 2019
                                                              • Appendix: Market Size and Forecast

                                                                  • Figure 62: Total value sales of laundry and fabric care market, China 2014-24
                                                              • Appendix: Market Segmentation

                                                                  • Figure 63: Total value sales of laundry detergent market, China, 2014-24
                                                                  • Figure 64: Total value sales of laundry conditioners and softeners market, China, 2014-24
                                                                  • Figure 65: Total value sales of laundry aids market, China, 2014-24
                                                              • Appendix: Methodology and Abbreviations

                                                                • Methodology
                                                                  • Fan chart forecast
                                                                    • Abbreviations

                                                                    Laundry and Fabric Care - China - July 2019

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