2020
0
China Laundry and Fabric Care Market Report 2020
2020-09-04T09:24:33+01:00
OX990390
3695
124718
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Report
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“The laundry and fabric care category needs to respond to consumers’ health-related concerns and clean lifestyles after the COVID-19 outbreak. It is critical for brands to provide clear communication of…

China Laundry and Fabric Care Market Report 2020

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the China Laundry and Fabric Care market including the behaviours, preferences and habits of the consumer.

The laundry and fabric care category is expected to maintain steady value growth through 2025, driven by trading up in product formats, eg from powder to liquid/concentrated liquid, and advancements in new products, such as offering multifunctionality, long-lasting fragrance, skin benefits, etc. The market has remained relatively stable during the COVID-19 outbreak as it is an essential category but consumers haven’t shown any intention to empty shelves. Mintel predicts a slight slowdown in value growth in 2020 due to the decrease in income, but the market will resume previous growth from 2021.

This Report looks into Chinese consumers’ habits of and attitudes towards doing the laundry, as well as their usage of laundry products. In particular, it investigates the reasons why consumers use or do not use fabric spray, a new product in this category, to help brands identify priority aspects for improvement. It also makes suggestions for future new product launches by understanding consumers’ attitudes towards product innovation in this category. Furthermore, this Report provides a spotlight analysis of the impact of COVID-19 on the laundry and fabric

Read on to discover more details or take a look at all of our Detergents & Cleaning Products Market Research.

Quickly understand

  • There’s scope for more skin-focused products
  • Demand for multi-functional products is both boon and bane
  • Impact of COVID-19 on laundry and fabric car

Covered in this report

Brands featured: Liby Group Co, Nice Group, Procter & Gamble, Unilever Group, Guangzhou Bluemoon, Wheatfields Group, Lonkey Industrial, Shaxi Coking Coal Yuncheng Salt Group and more.

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The laundry and fabric care category needs to respond to consumers’ health-related concerns and clean lifestyles after the COVID-19 outbreak. It is critical for brands to provide clear communication of the health impacts associated with laundry products. Consumers’ attention to skin health represents opportunities – anti-bacterial laundry products can help prevent skin issues and there’s scope for more allergy-tested and skin-friendly laundry products.”

Alice Li
Household Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Covered in this Report
    • Sub-group definitions (by monthly household income)
  2. Executive Summary

    • The market
      • Figure 1: Forecast of value of laundry and fabric care market, China, 2015-25
    • Impact of COVID-19 on laundry and fabric care
    • Minor negative impact on sales with new opportunities
      • Figure 2: Short, medium and long term impact of COVID-19 on laundry and fabric care, July 2020
    • Anti-bacterial function to be a focus
      • Figure 3: Example of Botanical Hygiene disinfecting detergent, China, 2020
    • Health-conscious consumers will demand more natural offerings
    • Formats more suited for online shopping will flourish
    • Marketing around in-home occasions
      • Figure 4: Example of Diao Brand ‘36 moves of disinfection’ marketing, China, 2020
    • Awareness of environmental issues may rise
      • Figure 5: Mean tropospheric NO2 density, China, January-February 2020
    • Companies and brands
      • Figure 6: Leading manufacturers’ share of value sales of laundry and fabric care products, China, 2018 and 2019
    • The consumer
    • Washing by hand is an ingrained laundry habit in China
      • Figure 7: Frequency of doing the laundry, by laundry method, May 2020
    • Liquid detergent is used most but new products are emerging
      • Figure 8: Laundry and fabric care products used in the last six months, May 2020
    • Fabric spray focuses on anti-bacterial and anti-odour functions
      • Figure 9: Functions looked for in fabric spray, May 2020
    • An issue of need
      • Figure 10: Reasons for not using fabric spray, May 2020
    • Multi-functional products attract most consumer interest
      • Figure 11: Interest in innovative laundry and fabric care products, May 2020
    • Disinfecting clothes plays a role in staying healthy
      • Figure 12: Consumer attitudes towards Laundry, May 2020
    • What we think
  3. Issues and Insights

    • There’s scope for more skin-focused products
    • The facts
    • The implications
      • Figure 13: Febreze Naturis Mint Leaf & Juniper Berry Fragrance Fabric Refresher, China, 2020
      • Figure 14: WhiteCat Soda Laundry Detergent Pods, China, 2019
    • Demand for multi-functional products is both boon and bane
    • The facts
    • The implications
      • Figure 15: Persil Proclean Discs Oxi Power Concentrated Laundry Detergent Capsules, China, 2020
  4. The Market – What You Need to Know

    • Market took minor impact from COVID-19
    • Laundry and fabric care is bound to change in the long term
    • Liquid detergent continues to win
  5. Market Size and Forecast

    • 2019 saw modest growth pickup driven by new product launches
      • Figure 16: Retail value and annual growth rate of laundry and fabric care products, China, 2015-19
    • Limited impact on market value from COVID-19 from 2020 onwards
      • Figure 17: Forecast of value of laundry and fabric care market, China, 2015-25
  6. Market Factors

    • Expect a shift towards concentrated detergent
      • Figure 18: Kispa Zhi Jing Floral Scent Concentrated Skin Friendly Laundry Detergent, China, 2019
    • Smart appliances could drive different futures
      • Figure 19: Example of Miele UltraPhase 1 and 2 Component Detergent
      • Figure 20: Example of Haier’s IoT-based Smart Washing Machine, China, 2020
  7. Market Segmentation

    • Liquid now accounts for half of laundry detergent sales
      • Figure 21: Segment share of laundry detergent by value sales, China, 2018 and 2019
  8. Key Players – What You Need to Know

    • Liby and Nice remain market leaders
    • Local market is focused on functions and fragrance
    • Sustainability drives product innovation in overseas markets
  9. Market Share

    • Market dominance of Liby and Nice not yet to be challenged
      • Figure 22: Leading manufacturers’ share of value sales of laundry and fabric care products, China, 2018 and 2019
      • Figure 23: New laundry and fabric care launches from Liby, China, 2019-20
      • Figure 24: New laundry and fabric care launches from Chao Neng and Diao Brand, China, 2019-20
    • P&G and Unilever return to growth with new brand launches
      • Figure 25: New laundry and fabric care launches from Downy, China, 2019-20
      • Figure 26: New laundry and fabric care launches from OMO and Love Home and Planet, China, 2019-20
  10. Competitive Strategies

    • Market leaders expand brand portfolio to reach new consumers
    • Bet on fragrance to differentiate
      • Figure 27: Example of Sylvia products, China, 2019
      • Figure 28: Example of Love Home and Planet products, China, 2019
      • Figure 29: Example of Comfort Botanicals products, China, 2019
    • Watch for the entrance of new players
      • Figure 30: New laundry and fabric care launches from Yunnan Baiyao and Mind Act Upon Mind, China, 2020
      • Figure 31: New laundry and fabric care launches from JD Jing Zao and Taobao Xin Xuan, China, 2020
  11. Who’s Innovating?

    • A focus of NPD in the Chinese household care market
      • Figure 32: New household care product launches, by category, China, 2017-19
    • Anti-bacterial products rise sharply after the COVID-19 outbreak
      • Figure 33: Top claims of new laundry and fabric care launches, China, 2017-20
    • No additives/preservatives claim caters to focus on health
    • For sensitive skin products remain a niche
    • China leads launch activities of hand wash products
      • Figure 34: Top markets of new hand detergents/shampoos launches, 2017-19
    • Innovation highlights
    • Dual-chamber format offers superior efficacy
      • Figure 35: Tide One Wash Miracle, US, 2020
    • Simple formulation and limited ingredients align with clean lifestyles
      • Figure 36: Arm & Hammer Clean & Simple Laundry Detergent, US, 2020
      • Figure 37: Nine Elements Laundry Detergent and Purifying softener, US, 2020
    • Dry format detergents are gaining attraction as the ultimate eco-friendly option
      • Figure 38: Example of EC30 Clean products, US, 2019
    • Dilutable concentrate liquid detergent
      • Figure 39: Omo Concentrated Laundry Detergent Refill, Brazil, 2019
  12. The Consumer – What You Need to Know

    • Handwashing is very common in China
    • Liquid detergent dominates with new products emerging
    • Anti-bacterial and anti-odour are top priorities for fabric spray
    • Non-users don’t consider fabric spray necessary
    • Multi-functional products stand out
    • Disinfecting clothes is associated with health and skin issues
  13. Laundry Frequency

    • About one third of respondents wash clothes by hand every day
      • Figure 40: Frequency of doing the laundry, by laundry method, May 2020
    • Who do more laundry by hand?
      • Figure 41: Frequency of doing the laundry by hand – once a day or more, by gender and age, May 2020
      • Figure 42: Frequency of doing the laundry by hand, by monthly household income, May 2020
      • Figure 43: Frequency of doing the laundry by hand, by region, May 2020
    • Young men turn on the washing machine most frequently
      • Figure 44: Frequency of doing the laundry with a washing machine – once a day or more, by gender and age, May 2020
    • About 70% of respondents use laundry services, though frequency is still low
      • Figure 45: Frequency of using laundry service, by demographics, May 2020
  14. Product Usage

    • Consumers use on average 4.5 types of products with liquid detergent dominating
      • Figure 46: Laundry and fabric care products used in the last six months, May 2020
    • Priorities shift with age
      • Figure 47: Laundry detergents used in the last six months, by age, May 2020
      • Figure 48: Fabric care products used in the last six months, by age, May 2020
    • Lower tier cities don’t lag behind in product usage, but tier one cities still lead adoption of newer formats
      • Figure 49: Laundry detergents used in the last six months, by city tier, May 2020
      • Figure 50: Fabric care products used in the last six months, by city tier, May 2020
  15. Most Important Functions of Fabric Spray

    • Anti-bacteria and anti-odour are most important functions
      • Figure 51: Functions looked for in fabric spray, May 2020
      • Figure 52: Functions looked for in fabric spray – TURF analysis, May 2020
    • Fabric spray can be positioned as an easy stain fighting option
      • Figure 53: Functions looked for in fabric spray, by attitudes towards doing the laundry frequently, May 2020
      • Figure 54: Examples of fabric spray with stain prevention functions, US and Indonesia, 2020
    • Scent is more important than stain removal to high earners
      • Figure 55: Functions looked for in fabric spray, by monthly household income, May 2020
    • 30-39 year olds expect more from fabric spray
      • Figure 56: Functions looked for in fabric spray, by age, May 2020
  16. Barriers of Using Fabric Spray

    • Consumers don’t see the necessity of using fabric spray
      • Figure 57: Reasons for not using fabric spray, May 2020
      • Figure 58: Laundry and fabric care products used in the last six months, by reasons for not using fabric spray, May 2020
    • 18-24 year olds doubt the results, while older consumers are more concerned about the negative effects of fabric spray
      • Figure 59: Reasons for not using fabric spray, by age, May 2020
      • Figure 60: Introduction of Febreze Naturis Mint Leaf & Juniper Berry Fragrance Fabric Refresher, China, 2020
  17. Attitudes towards Innovation

    • Consumers prefer multi-functional products
      • Figure 61: Interest in innovative laundry and fabric care products, May 2020
    • Demand for further sorting the laundry by fabric type
      • Figure 62: Examples of laundry detergents for sportswear, Japan and Germany, 2020
    • Expand brand reach by incorporating functions and fragrance
      • Figure 63: Interest in innovative laundry and fabric care products – TURF analysis, May 2020
    • Male-specific products are still niche
      • Figure 64: George Caroll Men’s Heart Fragrance Laundry Liquid, China, 2020
  18. Attitudes towards Laundry

    • Consumers highlight the need for disinfecting clothes
      • Figure 65: Consumer attitudes towards Laundry, May 2020
    • Older consumers set higher standards for doing the laundry
      • Figure 66: Consumer attitudes towards laundry – agreement on statements about laundry habits, by age, May 2020
    • Environmental issues have drawn some attention
  19. Meet the Mintropolitans

    • MinTs are not stand-out users of concentrated liquid
      • Figure 67: Laundry and fabric care products used in the last six months, by consumer classification, May 2020
  20. Appendix – Market Size and Forecast

      • Figure 68: Market value of laundry and fabric care products, China, 2015-25
  21. Appendix – Methodology and Abbreviations

    • Methodology
    • TURF analysis
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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