China Laundry and Fabric Care Market Report 2022
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“Trading up and refining laundry routines with more products are the growth engines of the laundry and fabric care category. Capsules have great potential among laundry detergents, with an advantage in convenience. In-wash scent boosters, when combined with functional benefits (eg softening fabrics, sterilising), can open up a new prospect of fabric care.”
– Tina He, Research Analyst
Key issues covered in this Report
- Market overview and growth of China’s laundry and fabric care market.
- Competitive landscape and new product trends in China’s laundry and fabric care market.
- Laundry habits and product usage.
- Features of laundry capsules/pods.
- Desired benefits of in-wash scent boosters.
- Attitudes towards formats of laundry and fabric care products.
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Overview
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- Key issues covered in this Report
- Definitions
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Executive Summary
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- The market
- Steady growth of laundry detergents, acceleration of conditioners/softeners and laundry aids
- Figure 1: Sales value and growth rate of total laundry and fabric care market, by segment, China, 2016-21
- The impact from COVID-19 outbreak in 2022
- Figure 2: Summary of Mintel’s scenario expectations and the impact on the laundry and fabric care market, 2022
- Figure 3: COVID-19 scenario value forecasts for laundry and fabric care, 2016-26
- Companies and brands
- Fierce competition among top players
- Figure 4: Leading manufacturers’ share in value sales of laundry and fabric care products, China, 2020-21
- The consumer
- Diverse laundry habits for different clothing or fabrics
- Figure 5: Laundry habits, 2022
- Product upgrade reflected in capsules/pods and fabric conditioners/softeners
- Figure 6: Product usage, 2021 vs 2022
- Convenience and good performance are main advantages of capsules/pods
- Figure 7: Features of capsules/pods, single pouch vs multiple pouches, 2022
- Anti-bacterial, gentle to the skin and long-lasting fragrance are key bonuses for laundry liquid
- Figure 8: Laundry liquid features worth paying more for, 2022
- Long-lasting fragrance and multi-functionality desired of in-wash scent boosters
- Figure 9: Desired benefits of in-wash scent boosters, 2022
- Overall, laundry liquid is protective and easy to control, yet not for hand washing
- Figure 10: Attitudes towards formats – liquid, 2022
- What we think
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Issues and Insights
- Long-lasting fragrance drives premiumisation
- Cultivate usage of in-wash scent boosters
- Figure 11: Examples of in-wash scent boosters with multiple functions, 2022
- Upgrade laundry detergents with long-lasting fragrance
- Figure 12: Example of laundry liquid with long-lasting fragrance, 2021
- Promote multi-pouch capsules/pods among male consumers
- Figure 13: Example of laundry capsules targeting male consumers, China
- Long-lasting fragrance drives premiumisation
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Market Size and Segmentation
- Laundry detergents maintained steady growth
- Figure 14: Total value sales of laundry and fabric care market, by segment, China, 2016-21
- Conditioners/softeners and laundry aids accelerated in 2021
- Laundry detergents maintained steady growth
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Market Factors
- Product upgrade across city tiers
- Emerging subcategories bring opportunities
- Specialised washing machines call for specialised products
- Product upgrade across city tiers
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COVID Influences (Including Market Forecast)
- COVID-19 China context
- COVID-19 impact on the market and consumer
- A resilient need for laundry and fabric care products
- Figure 15: Changes in spending – Household care products, 2022
- Omni-channel presence backs up accessibility
- Financial pressure holds back product upgrade
- Market forecast
- Consumption upgrade under minimum impact
- Figure 16: COVID-19 scenario value forecasts for laundry and fabric care, 2016-26
- Usage decrease under medium impact
- High-impact scenario holds back the growth potential of new categories
- COVID-19 China context
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Market Share
- Fierce competition among top players
- Figure 17: Leading manufacturers’ share in value sales of laundry and fabric care products, China, 2020-21
- Power of brand synergy
- Fierce competition among top players
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Marketing Activities
- Cater to specific lifestyles
- Figure 18: Examples of laundry brands catering to specific lifestyles, China, 2021 and 2022
- Promote specialised detergents for underwear through hygiene education
- Figure 19: Example of education about underwear hygiene, China, 2022
- Collaborate with washing machine brands
- Figure 20: Example of co-branding between laundry products and washing machines, China, 2022
- Cater to specific lifestyles
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New Product Trends
- Active NPD of conditioners/softeners and bleach/fabric brighteners
- Figure 21: Subcategories in new laundry and fabric care launches (ranked by 2022), China, 2018-22
- Figure 22: Examples of upgrading conditioners and bleachers, China, 2022
- Among automatic detergents, capsules show a strong momentum
- Figure 23: Format types in new automatic detergent launches (ranked by 2022), China, 2018-22
- Anti-bacterial benefits adopted by most subcategories
- Figure 24: Top claims in new laundry and fabric care launches (ranked by 2022), China, 2018-22
- Figure 25: Examples of laundry and fabric care products with anti-bacterial benefits, China, 2021
- Heightened attention on laundry scents
- Figure 26: Top 3 fragrance groups (unordered) in new laundry and fabric care launches (ranked by 2022), China, 2018-22
- Figure 27: Examples of laundry and fabric care products with innovative scents, China, 2021-22
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- Figure 28: Examples of in-wash scent boosters with distinguished scents, China, 2020 and 2022
- Specialised laundry products for sportswear
- Figure 29: Examples of laundry detergent targeting sportswear, China, 2022
- Anti-colour transfer sheets
- Figure 30: Example of anti-colour transfer sheets, China, 2022
- Active NPD of conditioners/softeners and bleach/fabric brighteners
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Laundry Habits
- Machine wash combined with hand wash
- Figure 31: Laundry habits, 2022
- Hand wash only is habitual for socks, underwear/panties and silk garments
- High earners prefer laundry service for specific garments
- Figure 32: Laundry habits – Use laundry service, selected products, by monthly household income, 2022
- Machine wash combined with hand wash
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Product Usage
- Capsules/pods and fabric conditioners/softeners enjoy increased usage
- Figure 33: Product usage, 2021 vs 2022
- Product upgrade across city tiers, more dynamics in tier one cities
- Figure 34: Gaps between product usage in 2022 and 2021 (as benchmark), by city tier
- Female consumers aged 25-29 are most sophisticated user group
- Nearly 70% are heavy users of laundry and fabric care products
- Figure 35: User type of laundry and fabric care products, 2021 vs 2022
- Rich product selection needed, especially by high earners
- Figure 36: Product usage, by monthly household income, 2022
- Capsules/pods and fabric conditioners/softeners enjoy increased usage
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Features of Capsules/Pods
- Convenience and good performance are highlights of both formats
- Figure 37: Features of capsules/pods, single pouch vs multiple pouches, 2022
- Different perceptions of single and multi-pouch capsules/pods
- Sophisticated consumers reckon on the good performance of multi-pouch capsules/pods
- Figure 38: Gaps between multiple pouches and single pouch (as benchmark) in features of capsules/pods, users of both single pouch and multi-pouch capsules/pods, 2022
- Convenience and good performance are highlights of both formats
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Laundry Liquid Features Worth Paying More For
- Anti-bacterial has become a must-have feature
- Figure 39: Laundry liquid features worth paying more for, 2022
- Gentle to the skin and long-lasting fragrances are the most value-adding
- Figure 40: TURF analysis – laundry liquid features worth paying more for, 2022
- Anti-bacterial has become a must-have feature
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Desired Benefits of In-Wash Scent Boosters
- Long-lasting fragrance is crucial, as well as multi-functionality
- Figure 41: Desired benefits of in-wash scent boosters, 2022
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- Figure 42: Desired benefits of in-wash scent boosters, by usage of in-wash scent boosters, 2022
- Users pose higher expectations on scents
- Figure 43: Gaps between users and non-users (as benchmark) in desired benefits of in-wash scent boosters, 2022
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- Figure 44: Users of in-wash scent boosters, by selected demographics, 2022
- Long-lasting fragrance is crucial, as well as multi-functionality
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Attitudes towards Formats
- About half of consumers relate formats with cleaning performance
- Figure 45: Attitudes towards formats – Format and cleaning performance, 2022
- General liquid is agreed to be protective and easy to control, yet not for hand washing
- Figure 46: Attitudes towards formats – Liquid, 2022
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- Figure 47: Attitudes towards formats – Liquid for hand washing, by laundry habit of hand wash only, 2022
- Concentrated liquid more embraced by multi-generation and nuclear families
- Figure 48: Attitudes towards formats – Concentrated liquid, 2022
- Figure 49: Attitudes towards formats – Concentrated liquid, by living situation, 2022
- Sustainability of solid format needs further education
- Figure 50: Attitudes towards formats – Environmental impact, 2022
- About half of consumers relate formats with cleaning performance
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Appendix – Market Size and Forecast
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- Figure 51: Total value sales of laundry and fabric care market, China, 2016-26
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Appendix – Market Segmentation
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- Figure 52: Total value sales of laundry detergents, China, 2016-21
- Figure 53: Total value sales of conditioners and softeners, China, 2016-21
- Figure 54: Total value sales of laundry aids, China, 2016-2021
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Appendix – COVID Scenario Forecast Methodology and Assumptions
- Minimum-impact, medium-impact and high-impact scenarios outline
- Scenario methodology
- Minimum-impact, medium-impact and high-impact scenarios outline
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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