2022
0
China Dishwashing Products Market Report 2022
2022-03-25T03:08:57+00:00
OX1100977
3695
149415
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Report
en_GB
“The widespread habit of cooking at home has sustained the overall growth of the dishwashing market. However, the market’s dynamics rest on the wax and wane of hand dishwashing and…

China Dishwashing Products Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The widespread habit of cooking at home has sustained the overall growth of the dishwashing market. However, the market’s dynamics rest on the wax and wane of hand dishwashing and machine dishwashing products, the latter of which is worth investing in. In the short term, brands could offer 2-in-1 products to suit the transitional behaviour from hand washing to machine washing; however, in the long term, brands need to promote the habit of machine washing in collaboration with dishwasher brands to benefit from the market expansion.”
– Tina He, Research Analyst

Key issues covered in this Report

  • Market overview and growth of China’s dishwashing market.
  • Competitive landscape and new product trends in China’s dishwashing market.
  • Dining habits.
  • Dishwasher ownership and dishwashing habits.
  • Product usage.
  • Additional purchase features.
  • Environmental factors willing to pay more for.
  • Attitudes towards dishwashing.

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • Excluded:
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of total value sales of dishwashing market, China, 2016-26
              • Companies and brands
                • Figure 2: Leading manufacturers’ share in value sales of dishwashing products, China, 2020-21
              • The consumer
                • Cooking at home is the daily dining habit of over 70%
                  • Figure 3: Dining habits, 2022
                • Dishwasher owners still wash dishes by hand
                  • Figure 4: Dishwasher ownership and dishwashing habits, 2020 vs 2022
                • Dishwashing liquid is also widely used by dishwasher owners
                  • Figure 5: Dishwashing products used in the last six months, by dishwasher ownership, 2022
                • Provide consumers with flexible usage and freedom of trial
                  • Figure 6: Additional purchase features, 2022
                • Tackle sustainability via ingredients, the production process and ethical claims
                  • Figure 7: Environmental factors willing to pay more for, 2022
                • See appreciation of multifunctional or multipurpose products
                  • Figure 8: Attitudes towards dishwashing, 2022
                • What we think
                • Issues and Insights

                  • Offer flexibility between machine washing and hand washing
                    • Figure 9: Examples of 2-in-1 dishwashing products, France and Thailand, 2020-21
                  • Renovate packaging: go small, go green and look special
                    • Figure 10: Examples of dishwashing products repackaged in smaller sizes, China, 2021-22
                    • Figure 11: Examples of dishwashing products with recyclable/reusable packaging, China, 2021
                    • Figure 12: Examples of dishwashing products with special packaging, China, 2021
                • Market Size and Forecast

                  • Growth rate returns to pre-pandemic level
                    • Figure 13: Best- and worst-case forecast of total value sales of dishwashing market, China, 2016-26
                • Market Factors

                  • Dishwasher ownership continues to grow
                    • New ingredients and formats drive growth in handwashing products
                      • Government regulations guide dishwashers toward sustainability and localisation
                      • Market Segmentation

                        • Moderate growth in hand dishwashing market
                          • Machine dishwashing market accelerates
                            • Figure 14: Market value of dishwashing products, by segment, China, 2018-21
                        • Market Share

                          • Domestic players hold stable market share
                            • Figure 15: Leading manufacturers’ share in value sales of dishwashing products, China, 2020-21
                          • AXE and Finish have established places in the market
                          • Marketing Activities

                            • Raise awareness and show professionalism through sports sponsorship
                              • Figure 16: Liby ‘s sponsorship of China’s national fencing team, China, 2020
                              • Figure 17: Nice’s sponsorship of the Asian Games in Hangzhou, China, 2022
                            • Team up with dishwasher brands
                              • Figure 18: Co-branding between Finish and Haier, China, 2021
                            • Omnichannel presence to capture consumers
                              • Figure 19: Channel expansion via livestreaming activities, China, 2022
                          • New Product Trends

                            • Safety and sustainability are rising claims
                              • Figure 20: Top growing claims in new dishwashing product launches, China, 2020-21
                            • Formulate with natural ingredients
                              • Figure 21: Top growing ingredient claims in new dishwashing product launches, by percentage point change, China, 2021 vs 2020 (as benchmark)
                              • Figure 22: Examples of handwashing products featuring natural ingredients, China, 2021
                              • Figure 23: Examples of handwashing products featuring APG, China, 2021
                            • Support hand protection with skincare elements
                              • Figure 24: Examples of hand dishwashing products with amino acids, China, 2021
                            • Storytelling through product format
                              • Figure 25: OMO magic bubble dishwashing liquid, China, 2021
                            • Explore fruity fragrances
                              • Figure 26: Top growing fragrances in new dishwashing product launches, by percentage point change, China, 2021 vs 2020 (as benchmark)
                              • Figure 27: Examples of dishwashing product launches with trendy fruity fragrances, China, 2021
                          • Dining Habits

                            • Cooking Chinese-style food at home is the mainstream
                              • Ordering takeaway without cutlery emerges as an eco-friendly choice
                                • Figure 28: Dining habits, 2022
                              • Older consumers skew to cooking Chinese-style food at home
                                • Figure 29: Dining habits, by age, 2022
                            • Dishwasher Ownership and Dishwashing Habits

                              • Dishwasher ownership grows steadily amid transitional behaviours
                                • Figure 30: Dishwasher ownership and dishwashing habits, 2020 vs 2022
                              • Encourage consumers aged 50-59 towards machine washing
                                • Figure 31: Dishwasher ownership and dishwashing habits, by age, 2022
                              • Living alone only asks for hand dishwashing
                                • Figure 32: Dishwasher ownership and dishwashing habits, by living situation, 2022
                              • Consumers who cook Western-style food are prone to using dishwashers
                                • Figure 33: Dishwasher ownership and dishwashing habits, by dining habits, 2022
                            • Product Usage

                              • Dishwashing liquid enjoys high penetration of over 90%
                                • Figure 34: Dishwashing products used in the last six months, by dishwasher ownership, 2022
                              • High earners and families with kids show preference for baking soda
                                • Figure 35: Dishwashing products used in the last six months, by monthly household income, 2022
                                • Figure 36: New launches of dishwashing products featuring baking soda, China, 2021
                              • Diverse formats of dishwasher-related products flourish in the market
                                • Figure 37: Dishwashing products used in the last six months, dishwasher owners, 2020 vs 2022
                            • Additional Purchase Features

                              • Flexible usage occasions are worth paying more for
                                • Trials and portable packs are appealing
                                  • Figure 38: Additional purchase features, 2022
                                • High earners are more open to reusable bottles
                                  • Families with kids are more willing to pay for special packaging and IP/brand collaboration
                                  • Environmental Factors Willing to Pay More For

                                    • Consumers count on brands to drive environmental protection
                                      • Figure 39: Environmental factors willing to pay more for, 2022
                                    • Affluent consumers care more about the production process
                                      • Figure 40: Environmental factors willing to pay more for – selected attributes, by monthly household income, 2022
                                  • Attitudes towards Dishwashing

                                    • Multifunctional and multipurpose products are promising
                                      • Domestic brands are preferred, especially among men
                                        • Figure 41: Attitudes towards dishwashing, 2022
                                      • Online shopping and stocking are common for dishwashing products
                                        • Figure 42: Attitudes towards dishwashing, by monthly household income, 2022
                                    • Appendix – Market Size and Forecast

                                        • Figure 43: Total value sales of dishwashing market, China, 2016-26
                                    • Appendix – Methodology and Abbreviations

                                      • Methodology
                                        • Abbreviations

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