China Shopping for Household Cleaning Products Market Report 2022
£ 3,695 (Excl.Tax)
Report Summary
“As consumers’ interest in household cleaning remains high in the post-pandemic era, brands and manufacturers can seize the opportunity to improve on the specialisation and convenience of their product offerings. In addition, pet owners and appliance users are two emerging groups worth attention in the household cleaners market.”
– Tina He, Research Analyst
Key issues covered in this Report
- Market overview and growth of China’s household cleaning products market
- New product trends in China’s household cleaning products market
- Household cleaning methods by occasion
- Household cleaner usage changes in the past three years
- Definition of household cleaning
- Cleaning pain points by area
- Attractions for pet owners
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Covered in this Report
- Subgroup definitions
- By monthly household income:
- By product usage:
- What you need to know
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Executive Summary
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- The market
- Figure 1: Retail value and growth rate of total household cleaners market and each segment, China, 2021-22 (est)
- The consumer
- Cleaning by hand with cleaners is the major method, and floor and window cleaning are prone to automation
- Figure 2: Household cleaning methods by occasion, 2022
- Product usage remains elevated with the lingering pandemic
- Figure 3: Product usage, 2019, 2021 and 2022
- Spotless effects are not the top factors when assessing a clean household
- Figure 4: Definition of household cleaning, 2022
- Cleaning pain points differ by area, reflecting the demand for specialised products
- Figure 5: Cleaning pain points by area, 2022
- Pet owners willing to pay more for improvement in health and hygiene
- Figure 6: Attractions for pet owners, 2022
- High expectations on always keeping the household clean and at the same level of cleanliness
- Figure 7: Attitudes towards household cleaning – cleaning habits, 2022
- What we think
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Issues and Insights
- Serve the pet families
- Figure 8: Example of a safe household cleaner for pets, India, 2022
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- Figure 9: Example of a specialised brand with pet family household cleaning products, US
- Work together with household cleaning appliances
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- Figure 10: Example of a household cleaner suitable for cleaning appliances, China
- Figure 11: Example of a household cleaner designed for cleaning appliances, China
- Serve the pet families
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Market Size
- Market growth boosted by new waves of pandemic outbreaks
- Figure 12: Retail value and growth rate of total household cleaners market and each segment, China, 2021-22 (est)
- Market growth boosted by new waves of pandemic outbreaks
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Market Factors
- Pandemic outbreaks upheld household cleaning behaviours
- Disinfectants grew at a slower rate
- Stockpiling during the lockdown period in 2022
- Pandemic outbreaks upheld household cleaning behaviours
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Marketing Activities
- Provide emotional values during turbulent times
- Figure 13: Examples of providing emotional values of household cleaners brands during the pandemic, China, 2022
- Address specific household cleaning needs of pet families
- Figure 14: Examples of household cleaning brands’ engagement with pet families, China, 2022
- Pioneer partnerships with household cleaning appliances
- Figure 15: Example of co-branding between household cleaners and cleaning appliances, China, 2022
- Provide emotional values during turbulent times
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New Product Trends
- Bleach/disinfectant declines, while other cleaners grow
- Figure 16: Subcategories of new household cleaning product launches, China, 2018-22
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- Figure 17: Example of a new product launch featuring specialisation, China, 2022
- Convenience is growly important, also reflected in format innovations
- Figure 18: Top claims of new household cleaning product launches, China, 2018-22
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- Figure 19: Subcategories of new household cleaning spray launches, China, 2018-22
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- Figure 20: Example of disinfectant format innovation, China, 2022
- Botanical/herbal claims are increasing
- More diverse fragrances appear in household cleaners
- Figure 21: Top fragrance components of new household cleaning product launches, China, 2018-22
- Figure 22: Example of a kitchen cleaner with rose scent, China, 2022
- Bleach/disinfectant declines, while other cleaners grow
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Household Cleaning Methods by Occasion
- Cleaning by hand with cleaners is the major method for most occasions
- Figure 23: Household cleaning methods by occasion, 2022
- Floor and window cleaning are prone to automation, but cleaners are still needed
- Figure 24: Household cleaning methods by occasion – cleaning by hand and cleaning by machine, 2022
- Sports equipment cleaning is worth attention
- Figure 25: Example of a sports equipment cleaner, Norway, 2022
- Affluent families adopt cleaners for more occasions
- Figure 26: Household cleaning methods by occasion – cleaning with cleaners, by household income, 2022
- Cleaning by hand with cleaners is the major method for most occasions
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Usage of Household Cleaners
- Product usage remains elevated with the lingering pandemic
- Figure 27: Product usage, 2020-22
- Females, affluent families, pet owners and tier 1 city consumers are prone to be heavy users
- Figure 28: Heavy users of household cleaners, by selected demographics, 2022
- Consumers living by themselves show less engagement in household cleaning
- Product usage remains elevated with the lingering pandemic
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Definition of Household Cleaning
- Spotless effects are not the top factors when assessing a clean household
- Figure 29: Definition of household cleaning, 2022
- Safety for all is highly valued
- No germs/bacteria more appreciated among certain groups
- Spotless effects are not the top factors when assessing a clean household
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Cleaning Pain Points by Area
- Cleaning pain points differ by area, reflecting the demand for specialised products
- Figure 30: Cleaning pain points by area, 2022
- Pet owners need more help with living room/area cleaning, and parents are concerned about bedroom
- Young consumers in need of cleaning guidance
- Cleaning pain points differ by area, reflecting the demand for specialised products
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Attractions for Pet Owners
- Pet owners willing to pay more for improvement in health and hygiene
- Figure 31: Attractions for pet owners, 2022
- Pet safety needs further education
- Killing parasites, removing fallen hairs, and neutralising odours can cover the majority of pet owner needs
- Figure 32: TURF Analysis – attractions for pet owners
- Pet owners willing to pay more for improvement in health and hygiene
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Attitudes towards Household Cleaning
- Fragmented time for household cleaning
- Figure 33: Attitudes towards household cleaning – cleaning habits, 2022
- Appliances are widely recognised as a helping hand
- Figure 34: Attitudes towards household cleaning – cleaning appliances, 2022
- Specialised products are believed to be more effective
- Figure 35: Attitudes towards household cleaning – product preferences, 2022
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- Figure 36: Example of a specialised cleaning product, South Korea, 2022
- Pet owners are willing to pay for targeted products
- Figure 37: Attitudes towards household cleaning – pet owners, 2022
- Fragmented time for household cleaning
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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