2024
8
China Dishwashing Products Market Report 2024
2025-01-20T22:01:47+00:00
REPE1BBA9FE_DD55_4E20_B9C0_CD21926450C1
3695
178896
[{"name":"Dishwashing Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/dishwashing"}]
Report
en_GB
This report looks at the following areas: Market overview and growth of China’s dishwashing market Competitive landscape and new product trends in China’s dishwashing market Consumer dining habits Dishwasher ownership…
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  2. All Industries
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  4. Household
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  6. Dishwashing Products
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  8. China Dishwashing Products Market Report 2024

China Dishwashing Products Market Report 2024

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This report looks at the following areas:

  • Market overview and growth of China’s dishwashing market
  • Competitive landscape and new product trends in China’s dishwashing market
  • Consumer dining habits
  • Dishwasher ownership and usage of dishwashing products
  • Dishwashing habits
  • Factors influencing product purchase and purchase attitudes
  • Product information channels

Under the influence of product homogenisation and consumption downgrading, growth in the dishwashing market is limited. At the same time, home cooking occasions are on the rise. Consumers’ willingness to try new products is a positive factor driving the development of the dishwashing product market. Brands can focus on specific scenarios and the needs of different groups, such as Chinese cooking, office workers, pet lovers, mothers and infants, and all-in-one scenarios, to strategically innovate, communicate and achieve differentiation.

Daisy Tong, Senior Analyst, China Insights

Market Definitions

Mintel defines dishwashing products in this report as follows:

  • Products formulated for hand washing, 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 dishwasher care 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).

Collapse All
  1. Executive summary

    • Key issues covered in this Report
    • Definition
    • What you need to know
    • The market
    • The overall growth rate of the dishwashing category has slowed
    • Hand dishwashing products see gradual growth, while machine wash products have passed the peak
    • Graph 1: growth rate of dishwashing product market, by category, 2019-24 (fore)
    • Graph 2: value sales of dishwashing products, by segments, 2019-24 (fore)
    • Market factors
    • Companies and brands
    • Liby and Nice are the two dominant players with CR10 accounting for 57%; the market is trending towards a long-tail distribution
    • Marketing activities
    • New product trends: eco-friendly, botanical/herbal, safety (free from) and ease of use claims are rising rapidly with free from claims showing potential
    • Graph 3: free from claims among top 10 dishwashing product claims, four consecutive rolling years up to November 2024
    • Graph 4: top 10 dishwashing product claims, four consecutive rolling years up to November 2024
    • New product examples
    • The consumer
    • More people are cooking Chinese food at home, further widening the gap with takeaways
    • Dishwasher ownership is stable; most consumers wash their dishes by hand and using machines. Many pain points remain in using dishwashers, which indirectly affects the sales performance of machine dishwashing products, but also indicates innovative potential
    • Graph 5: dishwasher ownership and dishwashing habits, 2022-24
    • Dishwashing habits are covering more purposes, and demand for specific occasions is beginning to emerge
    • Graph 6: dishwashing product usage habits, 2024
    • The use of hand dishwashing products is similar to the past two years, while the use of machine dishwashing products has become more diverse
    • Graph 7: usage rate of products specifically for hand dishwashing in the past six months, 2022-24
    • Graph 8: usage rate of products specifically for hand dishwashing in the past six months, 2022-24
    • Repeat purchases are the main theme of the dishwashing product market, though there is a notable openness to trying new options
    • Graph 9: purchases attitude – trial and repurchase, 2024
    • Cleaning effectiveness remains a top priority, while safety and health awareness are also important
    • Graph 10: purchase factors, 2024
    • Comprehensive shopping websites and online video platforms have become the main channels for consumers to learn about products, but offline remains important
    • Graph 11: information channels, 2024
    • Issues and insights
    • What we think
  2. The market

    • Market size and forecast
    • The overall growth rate of the dishwashing product category has slowed down
    • Market segmentation
    • Hand dishwashing products see gradual growth, while machine wash products have passed the peak
    • Graph 12: value sales of dishwashing products, by segments, 2019-24 (fore)
    • Graph 13: growth rate of dishwashing product market, by category, 2019-24 (fore)
    • Market factors
    • Society’s ageing, declining birth rate and smaller family sizes in China have profound impacts on the dishwashing product industry
    • Pandemic-induced macroeconomic pressures call for a reboot of dampened individual and family spending willingness
    • Graph 14: year-on-year quarterly GDP growth rate, 2000-24
    • The ongoing decline in the real estate industry continues to drag down demand for interior decoration and home appliances, but government accommodative policies and trade-in subsidies are expected to boost domestic demand
    • The overall spending willingness for household care products is stable compared to other categories
    • Graph 15: changes in spending – household care products, 2022-24
    • The rising demand for home-cooked Chinese cuisine, with its diverse ingredients and cooking methods, presents an opportunity for innovation in dishwashing products
    • Graph 16: dining habits, 2022-24
    • With the popularity of dishwashers, the usage rate of dishwasher-specific products has been increasing year by year, and the choices in format have become more diverse
    • Graph 17: usage rate of products specifically for machine dishwashing in the past six months, 2022-24
    • Compared to classic products, there is still a portion of consumers who are more willing to try new products. In a highly homogenised market, consumer loyalty is relatively low, and they tend to switch purchasing choices, which means opportunities for innovation for brands but also poses business challenges
    • Graph 18: purchase attitudes, 2024
    • The hand dishwashing market is driven by low prices, with products under RMB20 accounting for a swift increase to 60% on Tmall; products under RMB10 account for 45% on Douyin
    • Graph 19: volume sales share of hand dishwashing products, by price range, Douyin, 2022-24
    • Graph 20: hand dishwashing product volume sales share, by price range, Tmall platform, 2022-24
    • The proportion of machine dishwashing products priced at RMB30-50 on Tmall has been continuously increasing, while Douyin sees price polarisation
    • Graph 21: share of volume sales of products specifically for machine dishwashing, by price range, Douyin, 2022-24
    • Graph 22: the proportion of volume sales for products specifically for machine dishwashing, by price ranges, Tmall, 2022-24
  3. Companies and brands

    • Market share
    • Liby and Nice are the two dominant players with CR10 accounting for 57%; the market is trending towards a long-tail distribution
    • Mainstream brands have a strong leading advantage on Tmall; Douyin provides space for emerging brands
    • Graph 23: proportion of the top 100 products by value sales on Douyin, 2024
    • Graph 24: proportion of the top 100 products by value sales on Tmall, 2024
    • Liby and Nice still top the list
    • Exemplary marketing ideas from machine dishwashing product brands
    • SukGarden achieved rapid expansion through the emerging channel of Douyin
    • Marketing activities
    • Collaborate with dishwasher brands to create a scenario-based experience
    • Enhance brand trust by addressing the unique needs of consumer segments
    • Unique scents create a sense of scarcity and freshness
    • New product trends
    • In key markets worldwide, ethical claims are more widely adopted
    • Graph 25: share of the top 10 claims of new dishwashing products in the Chinese market in various countries, rolling year to November 2024
    • Claims regarding environmental friendliness, botanical/herbal aspects, safety (free from) and ease of use are rising rapidly in the Chinese market
    • Graph 26: top 10 dishwashing product claims, four consecutive rolling years up to November 2024
    • Magnify the communication of environmental concepts through ingredient and technology support, as well as endorsement from professional certification
    • Plant/natural enzyme cleaning ingredients help achieve mild cleaning
    • Use plant extracts to remove odours
    • Free from claims related to safety show potential
    • Graph 27: free from claims in dishwashing products, four consecutive rolling years up to November 2024
    • Apart from being free from claims, combining organic and plant-based concepts helps enhance product safety
    • Incorporate facial skincare ingredients and concepts to promote mild skincare effects
    • Innovative formats help enhance convenience in product usage
  4. The consumer

    • Dining habits
    • Under economic and health considerations, more people choose to cook and eat Chinese food at home compared to the past.
    • Graph 28: dining habits, 2022-24
    • Graph 29: dining habits – I (or my family member) usually cook Chinese-style food at home, by age, monthly household income and living situation, 2024
    • Consumers cook Chinese cuisine at home more frequently than Western food
    • Graph 30: cooking and baking frequency, 2024
    • Diverse and healthy eating habits mean more segmented dishwashing needs
    • Graph 31: changes in cooking methods, 2024
    • Dishwasher ownership and dishwashing habits
    • Dishwasher ownership is stable; most consumers wash their dishes by hand and using machines. Many pain points remain in using dishwashers, which indirectly affects the sales performance of machine dishwashing products, but also indicates innovative potential
    • Graph 32: dishwasher ownership and dishwashing habits, 2022-24
    • Tier 1 cities, high-income, 30-39 year old consumers are the core users of dishwashers
    • Graph 33: dishwasher ownership and dishwashing habits, by age, monthly personal income and city tier, 2024
    • Dishwashing habits
    • Dishwashing habits are covering more purposes, and demand for specific occasions is beginning to emerge
    • Graph 34: dishwashing product usage habits, 2024
    • Large households have more usage scenarios and a wider scope of demand for dishwashing products
    • Graph 35: dishwashing habits, by living situation, 2024
    • Consumers aged 30-39 have wide-ranging functional needs and strive for meticulous cleaning
    • Graph 36: dishwashing habits, by age, 2024
    • High-frequency dishwasher users prefer to clean in an efficient and convenient way
    • Graph 37: dishwashing habits, by dishwasher usage frequency, 2024
    • Products usage
    • The use of hand dishwashing products is similar to the past two years, while the use of machine dishwashing products has become more diverse
    • Graph 38: usage rate of products specifically for hand dishwashing in the past six months, 2022-24
    • Graph 39: usage rate of products specifically for machine dishwashing in the past six months, 2022-24
    • 25-29 year old consumers and large households are the main audience for dishwasher capsules and tablets
    • Graph 40: usage of dishwasher tablets in the past six months, 2022-24
    • Graph 41: usage of dishwasher capsules in the past six months, 2022-24
    • Purchase attitudes
    • Repeat purchases are the main theme of the dishwashing product market, though there is a notable openness to trying new options
    • Graph 42: purchases attitude – trial and repurchase, 2024
    • Graph 43: purchase attitudes – size, 2024
    • Innovative product texture and packaging can attract nearly half of consumers, but different preferences are seen across consumer groups
    • Graph 44: purchase attitudes – packaging, 2024
    • Graph 45: purchase attitudes – texture, 2024
    • Whether it’s machine dishwashing products or hand dishwashing products, well-known brands still dominate the market
    • Graph 46: purchase attitudes – choice of dishwasher specific products brand, by age, 2024
    • Graph 47: purchase attitudes – choice of dishwashing brands, by age, 2024
    • Purchase factors
    • Cleaning effectiveness remains a top priority, while safety and health awareness are also important
    • Graph 48: purchase factors, 2024
    • The core demand is the cleaning effect, combined with natural ingredients and safety, which can attract nearly 90% of consumers
    • Safety and naturally sourced are the primary needs for both nuclear and multi-generation families
    • Graph 49: purchase factors, by living situation, 2024
    • Consumers aged 25-39 are the key demographic for brand positioning and product development
    • Graph 50: purchase factors, by age, 2024
    • Consumers who mainly prepare Western cuisine at home focus more on the sensory experiences of the product and convenience
    • Graph 51: purchase factors, by dining habits, 2024
    • Scents and natural ingredients can effectively attract niche brand audiences
    • Graph 52: purchase factors, by preference for hand dishwashing brands, 2024
    • Information channels
    • Comprehensive shopping websites and online video platforms have become the main channels for consumers to learn about products, but offline remains important
    • Graph 53: information channels, 2024
    • Preferences for information channels show a clear age stratification
    • Graph 54: information channels, by age, 2024
    • Optimise the content of the brand’s channels to enhance dishwasher consumer engagement
    • Graph 55: information channels, by dishwasher ownership, 2024
  5. Issues and insights

    • Focus on offices, pets and infants to refine product innovation and marketing communication
    • Precise segmentation of scenarios taps the potential of the niche markets
    • Addressing pain points such as tea stains and coffee stains, product innovation is trending towards portability.
    • Dishwashing brands have the opportunity to extend to the pet category
    • Multi-category bundling marketing deepens brand segmentation application scenarios
    • Cater to Chinese dietary habits and offer lifestyle solutions by integrating specific cooking methods and types of cookware
    • Focus on Chinese dining to create dishwashing solutions that better fit consumers’ lifestyle
    • Launch solutions for Chinese-style food oil stains
    • Collaborate with cooking bloggers to vividly convey the product value in specific everyday scenarios
    • AI inspiration: design a detergent tailored for Chinese cooking
    • Explore all-in-one product innovations to meet ‘minimalist consumption’ and ‘low maintenance’ needs
    • Multifunctionality has the potential in the current environment of intentional spending
    • Graph 56: selected dishwashing habits, 2024
    • From dishwashing to environmental sterilisation and cleaning
    • Two-in-one combination of hand washing and dishwashing is a direction for multifunctional upgrades
    • AI inspiration: designing a multifunctional kitchen spray
  6. Appendix – market size and forecast, research methodology and abbreviations

    • Market size and forecast
    • Methodology
    • Abbreviations

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