2021
0
China Shopping for Household Cleaning Products Market Report 2021
2021-11-18T03:10:54+00:00
OX1049155
4995
145337
[{"name":"Cleaning Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/cleaning-products"}]
Report
en_GB
“The COVID-19 dividend that boosted the market in 2020 has largely been spent. Though consumers’ awareness of cleaning remains high, household cleaning brands need to act quickly and offer solutions…

China Shopping for Household Cleaning Products Market Report 2021

$ 4,995 (Excl.Tax)

Report Summary

“The COVID-19 dividend that boosted the market in 2020 has largely been spent. Though consumers’ awareness of cleaning remains high, household cleaning brands need to act quickly and offer solutions that balance cleaning and mildness to cater to evolving needs in the post-COVID-19 era. And to avoid missing out on opportunities in the future, brands should make more effort to tap into consumers’ need for environmentally friendly products and communicate their environmental commitment on emerging platforms, such as social ecommerce platforms as well as online forums, to inspire consumers proactively seeking product information, particularly the 25-39s.”
– Yali Jiang, Senior Analyst

Key issues covered in this Report

  • Market overview and growth of household cleaning market
  • Market activities in the China market and future product trends from a global perspective
  • Changes in usage of household cleaning products from 2019 to 2021
  • Disinfection occasions and product type used
  • Attitudes towards household cleaning
  • Features worth paying more for in household cleaning products

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • Subgroup definitions (by monthly personal income)
          • Executive Summary

              • Market and competition
                • The consumer
                  • Cleaning and hygiene needs drive further penetration of kitchen and toilet cleaners
                    • Figure 1: Household cleansers used in the last six months, 2021 vs 2019
                  • Purchase of disinfectant is highly driven by functionality
                    • Figure 2: Consideration factors for disinfectants, 2021
                  • Non-users are the next group to conquer
                    • Figure 3: Disinfection occasions and needs, 2021
                  • Emerging platforms worth noting
                    • Figure 4: Information sources for household cleaners, 2021
                  • Mildness in cleaners is needed
                    • Figure 5: Attitudes towards household cleaning – safety/health, 2021
                  • Safe for health biggest reason for paying more
                    • Figure 6: Features worth paying more for, 2021
                  • What we think
                  • Issues and Insights

                    • Find a perfect balance between cleaning and mildness
                      • Figure 7: Aunt Fannies’ claims and cleaning wipes without over-sanitising, US, 2020
                      • Figure 8: Dettol household anti-bacteria spray, China, 2021
                    • Retell ingredient stories but centre around safety and effect
                      • Figure 9: Examples of vinegar-based household cleaners, US, 2021
                    • Leverage scents in different ways to differentiate
                    • Market and Competition

                      • Market Size

                        • Market growth is slowing down due to shrinking of disinfectants
                            • Figure 10: Sales value and growth rate of total household cleaners market and each segment, China, 2020-21
                        • Market Factors

                          • Impact of COVID-19 on household cleaning
                            • Continuously growing confidence in future financial situation
                              • Figure 11: Confidence in future financial situation – ‘very confident’, China
                            • Consumers become more knowledgeable and rational
                            • Marketing Activities

                              • Promote niche product types through services
                                • Figure 12: Blue Moon’s air conditioner cleaning service, China, 2021
                              • Co-branding with diverse players to create added value
                                • Figure 13: Examples of household cleaning brands’ co-branding activities, China, 2021
                            • New Product Trends

                              • Launch types increasingly concentrated on new products
                                • Figure 14: New household cleaning product launches, by launch type, China, 2019-21 (Jan-Sep)
                              • Anti-bacteria remains top claim but percentage shrinks in post-COVID-19 era
                                • Figure 15: Top claims in new household cleaning product launches, China, 2019-21 (Jan-Sep)
                              • Target pet owners
                                • Figure 16: New launches targeting pet owners, US and UK, 2020
                              • Spray drives on-the-go usage as part of daily routine
                                • Figure 17: New launches of household cleaning spray, China and US, 2021
                            • The Consumer

                              • Household Cleaners Usage

                                • Kitchen and toilet cleaners still top of consumers’ shopping lists
                                  • Figure 18: Household cleansers used in the last six months, 2021 vs 2019
                                • Heavy users’ diverse adoption
                                  • Figure 19: Household cleansers used in the last six months, by usage level, 2021
                                • Expand light users’ usage coverage
                                  • Figure 20: Gaps in household cleaner usage between heavy users and light users (as benchmark), 2021
                                • Both males and females in their 30s stand out
                                  • Figure 21: Household cleansers used in the last six months, by gender and age, 2021
                                • Married with under-18s over-index in usage rates
                                  • Figure 22: Household cleansers used in the last six months, by gender and marital status, 2021
                                • Income still drives participation
                                  • Figure 23: Household cleansers used in the last six months, by monthly household income, 2021
                                • Tier one city consumers show strongest awareness of disinfection
                                  • Figure 24: Household cleansers used in the last six months, by city tier, 2021
                              • Consideration Factors for Disinfectants

                                • Effect-driven consumers
                                  • Figure 25: Consideration factors for disinfectants, 2021
                                • 18-24s’ expectations highest for scents and lowest for ‘environmentally friendly’
                                  • Figure 26: Consideration factors for disinfectants, by age, 2021
                                • Single consumers seek tangible sensory stimuli
                                  • Figure 27: Consideration factors for disinfectants, by gender and marital status, 2021
                                • Parents of young children look for long-lasting disinfection effects
                                  • Figure 28: Consideration factors for disinfectants, by age of children under 18 in the household, 2021
                              • Disinfection Occasions and Needs

                                • Cleaner/cleaning wipes with bacterial removal functions lead penetration
                                  • Figure 29: Disinfection occasions and needs, 2021
                                • Affluent consumers lead usage of cleaners/wipes for some hard surface cleaning
                                  • Figure 30: Disinfection occasions and needs – ‘using cleaner/cleaning wipes with bacterial removal functions’, by monthly household income, 2021
                                • Females use more paired disinfection products
                                  • Figure 31: Disinfection occasions and needs – ‘cleaning the toilet bowl and the bathroom’, by gender, 2021
                              • Information Sources for Household Cleaners

                                • Comprehensive shopping websites are most used for information gathering
                                  • Figure 32: Information sources for household cleaners, 2021
                                • 25-39s are proactive knowledge explorers
                                  • Figure 33: Information source of household cleaners, by age, 2021
                                • Key persons in household cleaning obtain information from online channels
                                  • Figure 34: Information sources for household cleaners, by household cleaning responsibility, 2021
                                • Heavy users are trendy and keen learners
                                  • Figure 35: Gaps in usage of information sources for household cleaners between heavy users and light users (as benchmark), 2021
                              • Attitudes towards Household Cleaning

                                • Household cleaning products in need of mildness
                                  • Figure 36: Attitudes towards household cleaning – safety/health, 2021
                                • Promote emotional benefits of household cleaners
                                  • Figure 37: Attitudes towards household cleaning – emotional benefits, 2021
                                • Pets are important family members too
                                  • Figure 38: Attitudes towards household cleaning – caring for animals, 2021
                                  • Figure 39: Attitudes towards ‘I would like to choose household cleaner products safe for pets’ – ‘agree’, by age and monthly household income, 2021
                                • Nearly half of consumers want time-saving products
                                  • Figure 40: Attitudes towards household cleaning – time-saving/convenience, 2021
                                  • Figure 41: Example of time-saving household cleaning products, China
                                • Concerns over environmental impacts of single-use household cleaning products
                                  • Figure 42: Attitudes towards household cleaning – single-use products, 2021
                              • Features Worth Paying More for

                                • Safe for health ranks as the top feature for trading up
                                  • Figure 43: Features worth paying more for, 2021
                                • Young consumers pay more for mood
                                  • Figure 44: Features worth paying more for, by age, 2021
                                • Trading up for wellness and cleaning performance
                                  • Figure 45: TURF analysis of features worth paying more for, 2021
                              • Appendix – Methodology and Abbreviations

                                • Methodology
                                  • Abbreviations

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