High-frequency cleaning drives the expansion of application scenarios and improvements in efficiency. Dishwashing product brands are exploring differentiation opportunities through actual cleaning performance and perceivable value.
Daisy Tong, Senior Analyst, China Insights
Market Definitions
Mintel defines dishwashing products in this report as follows:
- Products formulated for hand dishwashing, including regular and antibacterial variants.
- Products exclusively formulated for use in automatic dishwashers, including tablets/combination products, powders and liquids.
- Ancillaries or dishwasher additives include salt, rinse aids and dishwasher cleaners, fresheners and protection products.
Excluded:
- Dishcloths, sponges, scouring products, washing-up tools and rubber gloves.
The market size in this report only covers the market for dishwashing products in China. It comprises sales through all retail channels but does not cover sales in the C2C market (eg WeChat business or Taobao).
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Executive summary
- Definitions
- What you need to know
- Market size forecast for dishwashing products in China
- Market factors
- Companies and brands
- Innovative opportunities and predictive insights
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The market
- Market size and forecast
- The dishwashing market is still steadily expanding
- Graph 1: best- and worst-case forecast of retail value sales for overall dish care market, 2020-30
- Market segments
- Hand dishwashing still dominates the market, while growth in machine dishwashing products is stabilising
- Graph 2: value sales of dishwashing products, by sub-category, 2020-25 (fore)
- Graph 3: growth rate of dishwashing product market, by sub-category, 2020-25 (fore)
- Market factors
- High usage and the essential nature of products support steady growth in the household essentials market, but the overall pace has slowed in the past four years
- Graph 4: key data on total retail sales of household essentials consumer goods, 2015-25
- Consumer spending interest in household care products remains stable
- Graph 5: spending intention – household care products (a), 2025
- Increased frequency of product use drives mild growth in dish care market
- Graph 6: change in frequency of dishwashing products usage compared to a year ago, % of consumers, 2025
- Expansion of the takeaway consumption circle: moving from youth-oriented to mass-oriented, which may suppress the demand for cleaning products
- Graph 7: frequency of ordering takeaway, by age, 2025
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Competitive landscape
- Sales performance of hand dishwashing products on Tmall: top players remain unchallenged, while domestic brands see a rise in market share
- Sales performance of hand dishwashing products on Douyin: intense brand competition with lots of movements in the ranking overall
- Sales performance of machine dishwashing products on Tmall: leading structure remains stable, while domestic brands diversify more rapidly
- Sales performance of machine dishwashing products on Douyin: market competition accelerates; brand reshuffling continues
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The consumer
- Dishwashing by hand, refined cleaning, multi-scenario use and efficiency boost drive future growth
- Dish care habits in Chinese households have not changed much over the past three years; hand dishwashing is undeniably mainstream
- Graph 8: dishwasher ownership and dishwashing habits, 2023-25
- Ordinary dishwashing liquid leads steadily in usage rate; machine dishwashing product consumption becomes more reserved
- Graph 9: product usage – hand dishwashing products*, 2023-25
- Graph 10: product usage – machine dishwashing products**, 2023-25
- Multi-functionality has become the norm, and the expansion of scenarios and refined cleaning habits are redefining dishwashing products
- Graph 11: attitude towards dishwashing products – select options, 2025
- Pre-rinse is common practice, particularly in high-income households and larger families
- Graph 12: handling stubborn oil stains on dishes, by monthly household income and living situation, 2025
- Satisfy consumers’ refined cleaning needs by leveraging multi-scenario adaptive design
- Consumers expect pragmatic innovation; new product development should return to practicality and efficacy
- Cleaning and safety remain the core demands; multifunctionality will be the next growth point
- Graph 13: purchase factors, 2025
- Effectiveness remains the primary consideration, and concept innovation may struggle to directly drive purchases
- Graph 14: attitude towards dishwashing products – select options, 2025
- Over 60% of consumers prefer multifunctional dishwashing detergents, signalling opportunities to tailor product ranges by demographic group
- Graph 15: attitude towards the function of dishwashing products, 2025
- Create a cleaning experience that integrates efficacy, naturalness and technology on top of key functions
- Graph 16: interest in functional claims, 2025
- Best product attribute combination: long-lasting antibacterial protection, effective degreasing and protective coating and all-natural ingredients
- Patented technology enhances core efficacy; focus on cleaning power and usage scenarios
- Accurately match consumer usage preferences using technological innovation and enhance the perceived value of products
- Environmental demands are becoming multidimensional and need to shift from labels to visible value
- Environmental consciousness is emerging, but decision-making still depends on perceivable value
- Graph 17: attitude towards dishwashing products – select options, 2025
- Focus on environmental protection extends to multiple dimensions such as safety, production and energy and resource saving
- Graph 18: eco-friendly/sustainability claims, 2025
- Those who wash dishes by hand emphasise energy and water saving, while dishwasher users pay more attention to traceability
- Graph 19: eco-friendly/sustainability claims, selected options, by dishwasher ownership, 2025
- Make environmental protection within reach for consumers’ daily dishwashing
- Redefine consumers’ brand choices through quality-to-price ratio, functional innovation and emotional resonance
- Despite being an established market, a considerable number of consumers are still willing to try new products
- Graph 20: purchase attitude towards dishwashing products – brand loyalty, 2025
- Traditional brands have cemented their lead; retailer brands are the new force
- Graph 21: purchase attitude towards dishwashing products – brand selection, by city tier, monthly household income and living situation, 2025
- Graph 22: purchase attitude towards dishwashing products – brand selection, by brand loyalty, 2025
- Rising share of own-brand dishwashing products over the past three years has been built on cost-effectiveness and functionality
- Graph 23: brand distribution of new dishwashing products, 2020-25
- Differences in consumer loyalty and brand preference present opportunities for brands to reshape the competitive landscape
- Content marketing empowers traditional brands, deepens consumer recognition and enhances emotional connection
- Own brands: build differentiated competitive advantages and unlock potential users by enhancing product functionality and user experience
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New product trends
- Hand dishwashing products still occupy a central position, accounting for nearly 90% of new products in the Chinese dishwashing market
- Graph 24: share of dishwashing products, by sub-category, 2024-25
- Graph 25: share of dishwashing products, by sub-category, 2020-25
- UK and US see a high proportion of environmentally friendly packaging and sustainability claims; Japan and South Korea focus on natural safety
- Graph 26: popular claims in new handwashing products, 2024-25
- Environmentally friendly and botanical/herbal are the two main claims for hand dishwashing products, while antibacterial and time/speed claims grow rapidly
- Graph 27: popular claims for hand dishwashing products, 2020-25
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Methodology: TURF analysis
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