This report looks at the following areas:This Report explores issues related to purchasing household cleaning products. Through research on changes in consumer purchase frequency, channel changes, shopping drivers, brand awareness,…
This Report explores issues related to purchasing household cleaning products. Through research on changes in consumer purchase frequency, channel changes, shopping drivers, brand awareness, and cleaning preferences, it aims to explore consumer household cleaning behaviours and the future development opportunities for household cleaning product brands.
Main buyers and purchase frequency
Important purchase channels
Drivers of repurchases and trial purchases
Awareness of and purchases from different types of brands
Satisfaction with brands and trial purchase willingness
Product features with trade-up potential
Cleaning and purchasing behaviour preferences
In the context of consumers returning to conscious consumption and pursuing efficiency, household cleaning product brands can adhere to long-termism and focus on the emotional experience, aesthetic value, humanistic care and sustainable value that products can deliver. This approach demonstrates a people-centric vision and deepens consumer trust.
Gloria Gan, Senior Analyst, China Insights
Market Definitions
This Report covers the following product categories:
In this Report, Mintel divides household cleaning products in the China market into four segments:
Bleach/disinfectants that can be used in multiple household scenarios (excluding laundry disinfectants)
Kitchen cleaners primarily used for removing kitchen grease (excluding dishwashing products)
Washroom cleaners, mainly including toilet/bowl cleaners and bathroom/tile cleaners
Hard surface cleaners, including window/glass cleaners, floor cleaners, disposable cleaning wipes (such as kitchen wipes, floor wipes), household appliance cleaners (such as oven, refrigerator, washing machine drum cleaners, but excluding dishwasher cleaners) and furniture care products (such as wood polish)
* multi-scenario drain cleaners can be classified into kitchen or toilet cleaner segments according to their usage scenarios. Similarly, multi-purpose cleaners can also be classified into the kitchen, toilet or hard surface cleaner segments according to their usage scenarios.
Definition of sub-groups (by household monthly income):
Low household income is defined as a monthly household income of RMB6,000-9,999 in Tier 1 cities and RMB5,000-8,999 in Tier 2 or lower cities.
Middle household income is defined as a monthly household income of RMB10,000-17,999 in Tier 1 cities and RMB9,000-15,999 in Tier 2 or lower cities.
High household income is defined as a monthly household income of RMB18,000 or above in Tier 1 cities and RMB16,000 or above in Tier 2 or lower cities.
Executive summary
Key issues covered in this Report
Definition
What you need to know
The market
The market returns to normal, and household cleaning market growth levels off
Household cleaning products evolve towards more scents, specialised cleaning and greater safety and environmental friendliness
Companies and brands
Marketing activities
New product trends
The consumer
Shopping frequency remains unchanged, and cleaning habits are consistent
Graph 1: purchase frequency, 2023 vs 2024
Focus on the potential of video platforms and social ecommerce
Graph 2: purchase channels, 2024
Focus on the potential of video platforms and social ecommerce
Efficacy drives repeat purchases, while packaging drives trial experiences
Graph 3: drivers of repurchasing and trying new products, 2024
Efficacy drives repeat purchases, while packaging drives trial experiences
Hygiene and disinfection brands have the highest purchase rate due to their prominent functional advantages
Graph 4: category awareness and purchases, 2024
Hygiene and disinfection brands and retailer own brands receive widespread acclaim
Graph 5: purchases and satisfaction of different types of brands, 2024
Hygiene and disinfection brands and own brands are equally adept at promoting trial
Graph 6: purchases of and trial willingness for different types of brands, 2024
Beyond disinfection, making cleaning enjoyable matters too
Graph 7: product features with trade-up potential, 2024
Beyond disinfection, making cleaning enjoyable matters too
Improving cleaning efficiency becomes a top priority
Graph 8: cleaning and purchasing behaviour preferences, 2024
Improving cleaning efficiency becomes a top priority
Issues and insights
What we think
The market
Market size
The market returns to normal, and household cleaning market growth levels off
Market factors
Health remains the priority, but food and environmental safety anxiety has significantly improved
Graph 9: things that worry me the most in life, 2021-24
Homecare consumption correlates with the prevalence and prevention of infectious diseases
Graph 10: categories on which consumers spent more compared to the previous month – household care products, 2022-24
Spending levels on household cleaning products remain stable
Graph 11: consumption upgrading/downgrading – household cleaning products, personal care products and facial skincare products, 2024
Diversity in fragrances: explore new blue oceans of mixed and niche scents
Graph 12: importance of fragrance when purchasing household cleaning products, 2023
High health demands drive the need for more specialised cleaning products
Graph 13: social media platform* interactions related to 'washing machine cleaner' and 'mould remover', 2022-24
Cleaning appliances not only change cleaning methods but also drive the demand for specialised cleaners
Graph 14: household and cleaning appliance ownership rates, 2022-24
Immersive household cleaning videos are a big hit on social media
Graph 15: mentions of 'immersive cleaning/immersive house cleaning' on social media platforms*, 2022-24
Product safety is scrutinised in market surveillance information disclosure
The green transformation of household cleaning products: opportunities and challenges
Companies and brands
Marketing activities
Integrate sports event topics to exhibit brand vitality
Make household chores easier for loved ones: heartfelt short film conveys warmth
Environmental protection publicity and charity practices go hand in hand: build an ethical brand
Learn from beauty brands: taking consumers behind the scenes with a scientific perspective
New product trends
Growth in the proportion of new floor cleaners and multi-purpose cleaners
Graph 16: new household cleaning products, by sub-category, 2018-24 (Jan-Aug)
Upgrade floor cleaners with 'machine formulations' as cleaning methods change
Floor cleaning is also about enhancing functionality and sensory experience
Convenience and time-saving come first, and antibacterial comes second
Graph 17: mainstream claims in new household cleaning products, 2018-24 (Jan-Aug)
Innovations in texture and usage of new drain cleaning products enhance cleaning efficiency
Add probiotics to create a healthy home environment
Innovative 'two-in-one' household cleaning and hand care benefit
Promote a green and sustainable lifestyle with eco-friendly innovations
Combine cleaning and fitness: make household cleaning a healthy lifestyle
The consumer
Main buyers and purchase frequency
Most consumers maintain independent purchasing habits
Graph 18: [no title]
Purchase frequency remains stable overall, reflecting consistent cleaning habits
Graph 19: purchase frequency, 2023 vs 2024
Post-1990s group has more 'area-specific' cleaning habits
Graph 20: purchase frequency of selected product types – used up within one year, by generation, 2024
Women's cleaning concepts are more up-to-date, especially in Tier 1 cities
Graph 21: purchase frequency of selected products – used up within one year, by city tier and gender, 2024
Purchase channels
Focus on the potential of video platforms and social ecommerce
Graph 22: purchase channels, 2024
The importance of supermarkets/hypermarkets in consumer reach cannot be overlooked
Gen Z prefers social ecommerce, while short videos win over more elderly consumers
Graph 23: changes in purchase channels, by generation, 2023 vs 2024
Small physical retail channels also have opportunities
Graph 24: selected purchase channels, by city tier and gender, 2024
Drivers of repurchases and trial purchases
Efficacy drives repeat purchases, while packaging drives trial experiences
Graph 25: drivers of repurchasing and trying new products, 2024
Post-1990s consumers seeking novelty are more likely to try innovative products
Graph 26: drivers of trying new products, by generation, 2024
Men are more focused on cleaning efficiency than women
Graph 27: selected drivers for trying new products, by gender and city tier, 2024
Awareness of and purchases from different types of brands
Hygiene and disinfection brands have the highest purchase rate due to their prominent functional advantages
Graph 28: brand category awareness and purchases, 2024
Retailer own brands balancing price and quality have the opportunity to attract post-1990s consumers
Graph 29: awareness of and purchases from category brands, by gender, 2024
Foreign traditional brands are more attractive to female consumers
Graph 30: awareness of and purchases from category brands, by gender, 2024
Satisfaction with brands and trial purchase willingness
High satisfaction with hygiene and disinfection brands and retailer own brands
Graph 31: purchases and satisfaction of different types of brands, 2024
Hygiene and disinfection brands and retailer own brands also lead in promoting trial
Graph 32: purchases of and trial willingness for different types of brands, 2024
Gen Z is highly satisfied with domestic emerging brands
Graph 33: satisfaction with different types of brands, by generation, 2024
The value-for-money lower-tier market offers ample expansion space for retailer own brands
Graph 34: willingness to try different types of brands, by city tier, 2024
Product features with trade-up potential
Making cleaning enjoyable and health benefits of disinfection are equally important
Graph 35: product features with trade-up potential, 2024
Fragrance and touch sensory experiences receive widespread attention, while post-1980s and post-1990s focus more on efficacy and ingredients
Graph 36: product features with trade-up potential, by generation, 2024
Focusing on the needs of 'children & pets' families for pet and child-friendly products
Graph 37: product features with trade-up potential, by whether there are children and pets in the household, 2024
Cleaning and purchasing behaviour preferences
Improving cleaning efficiency becomes a top priority
Graph 38: cleaning and purchasing behaviour preferences, 2024
Cleaning videos that help reduce stress are popular among Gen Z
Graph 39: selected cleaning and purchasing behaviours, by generation, 2024
Women in Tier 1 cities pursue brand diversity, while women in Tier 2 and 3 cities tend to stockpile out of habit
Graph 40: Purchasing behaviour (by city tier and gender), 2024
Issues and insights
Let cleaning products be more than just cleaners: make them the 'seasoning' of home living
Add playful designs and max out the emotional value
Step up the 'dopamine' aesthetics: pamper consumers' senses of smell and sight
Turn visions into actions: sustainable design throughout the whole product line
Redefine 'user-friendly' packaging to lower the hidden usage threshold of eco-friendly concentrated products
Sustainability without limits: infuse eco design into the whole product line
From 'furniture-friendly' to 'demographic-friendly': more segmented innovation opportunities
Introduce bio-based ingredients in formulations to upgrade exclusive care for children
Love your pets: turn homes into healthy and friendly spaces for both humans and pets
Appendix – methodology and abbreviations
Methodology
Abbreviations
Why Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an Excel datasheet, so you can easily share Mintel’s market intelligence.
Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Take a look at a sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695(Excl.Tax)
Instant access when you pay by credit card.
Save up to 20% when you purchase multiple reports.
Subscriptions available, contact us for more information.
Mintel’s 2024-25 Global Outlook on Sustainability: A Consumer Study is designed to help you understand what brands and companies should prioritise in order to educate consumers and ensure...
This report looks at the following areas:The current retail market landscape and opportunities for offline retailConsumers' purposes for using brands' DTC channels and their overall attitudes towards DTC...
China's automotive industry is entering a golden age of free competition. Competition among brands is no longer solely determined by product strength. Marketing content and formats have emerged...
Children's product brands' breakthrough strategies: expand outward and connect with a wide range of purchase decision-makers and users, while creating a combination of high-quality products and spaces for...
Beauty and personal care retailers and brands focus on offline experiences and online content as well as their unique strengths to reach a wider audience.
Binyan Yao, Analyst,...
The consumer electronics industry is in a period of recovery and adjustment. Faced with intense competition on price and functionality, technology brands should adapt their strategies to centre...
The way in which the reports are presented means you can jump straight to the sections that are most relevant to you, or indeed just read the Executive Summary.
The thing I love about the reports is that they don’t just throw data at you, there is always some dialogue about how Mintel think a category will perform in the future or the type of innovation they feel could invigorate the market.
Ayisha Koyenikan, Product Research Manager, Tesco
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.