Home Care in China

Abstract
Home care returned to higher current value growth in China in 2022, due to the surge in the number of confirmed cases of COVID-19, caused by the spread of the Omicron variant, which saw multiple outbreaks across the country. The resurgence of the pandemic resulted in widespread lockdowns and store closures under the zero-COVID policy, forcing consumers to spend more time at home compared with 2021, and further raising awareness of the importance of hygiene. Thus in 2022, the overall demand for h...

Euromonitor International's Home Care in China market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop

Content
Home Care in China
January 2023

List Of Contents And Tables

HOME CARE IN CHINA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dynamic growth momentum for detergent tablets persists
Segmented detergents and laundry aids see rising popularity
Average prices decline in some categories despite rising costs, as e-commerce penetration deepens
PROSPECTS AND OPPORTUNITIES
Premium perfume-inspired scents to become a new battleground for laundry care products
Share of powder detergents to fall, as liquid detergents and detergent tablets gain favour
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2017-2022
Table 12 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 13 Sales of Laundry Aids by Category: Value 2017-2022
Table 14 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 15 Sales of Laundry Detergents by Category: Value 2017-2022
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 18 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 19 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 23 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth slows, with price polarisation between product types
In the highly competitive dishwashing category Liby gains share, but Finish outperforms the rest
PROSPECTS AND OPPORTUNITIES
Skin-friendly, food formula and green products are rising in hand dishwashing
Automatic dishwashing has potential for growth as dishwasher penetration increases
CATEGORY INDICATORS
Table 67 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 68 Sales of Dishwashing by Category: Value 2017-2022
Table 69 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 71 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 72 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 73 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value sales return to higher growth in 2022, driven by increasing hygiene awareness
Natural ingredients remain popular, and sophisticated demand drives innovation
Shanghai Johnson maintains its lead
PROSPECTS AND OPPORTUNITIES
Stable outlook along with normalisation of demand
Cross-industry cooperation should be considered to minimise the competition
CATEGORY DATA
Table 25 Sales of Surface Care by Category: Value 2017-2022
Table 26 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 27 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Surface Care: % Value 2018-2022
Table 30 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 31 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 32 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 33 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 34 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach records expansion during 2022 due to COVID-19 outbreaks
Many consumers favour smaller bleach brands for their superior value
PROSPECTS AND OPPORTUNITIES
Players will have to address consumers’ safety concerns to prevent category switching
The rising demand for different functionalities likely to limit growth
CATEGORY DATA
Table 35 Sales of Bleach: Value 2017-2022
Table 36 Sales of Bleach: % Value Growth 2017-2022
Table 37 NBO Company Shares of Bleach: % Value 2018-2022
Table 38 LBN Brand Shares of Bleach: % Value 2019-2022
Table 39 Forecast Sales of Bleach: Value 2022-2027
Table 40 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care sees dynamic growth in 2022
E-commerce records continued sales and share growth in 2022
PROSPECTS AND OPPORTUNITIES
Rising awareness of hygiene and personal protection set to expand usage of toilet care products
ITBs expected to have a brighter outlook over the forecast period
CATEGORY DATA
Table 41 Sales of Toilet Care by Category: Value 2017-2022
Table 42 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 44 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 45 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 46 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Little movement in overall sales of polishes in 2022
Shoe polish continues to decline, due to a lack of innovation, home working and casualisation
PROSPECTS AND OPPORTUNITIES
The move away from wooden floors will hamper the growth of floor polish
Furniture polish set to struggle in volume terms due to consumers’ busy lives
CATEGORY DATA
Table 47 Sales of Polishes by Category: Value 2017-2022
Table 48 Sales of Polishes by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Polishes: % Value 2018-2022
Table 50 LBN Brand Shares of Polishes: % Value 2019-2022
Table 51 Forecast Sales of Polishes by Category: Value 2022-2027
Table 52 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Value growth rate slows in air care under economic pressure
Enhanced scents and emerging demand for functional products
E-commerce drives growth for emerging players
PROSPECTS AND OPPORTUNITIES
Growth expected to rebound, driven by demand for products to improve mood
Challenge likely from outside the category
CATEGORY DATA
Table 53 Sales of Air Care by Category: Value 2017-2022
Table 54 Sales of Air Care by Category: % Value Growth 2017-2022
Table 55 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 56 NBO Company Shares of Air Care: % Value 2018-2022
Table 57 LBN Brand Shares of Air Care: % Value 2019-2022
Table 58 Forecast Sales of Air Care by Category: Value 2022-2027
Table 59 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN CHINA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Electric insecticides are growing in popularity along with enhanced functionality
High temperatures lead to declines in demand in two large home insecticides categories
PROSPECTS AND OPPORTUNITIES
Insecticide coils will increasingly be shunned, replaced with more natural mosquito repellent liquids
The persistent threat from insect infestations will maintain solid demand, but challenges will remain
CATEGORY DATA
Table 60 Sales of Home Insecticides by Category: Value 2017-2022
Table 61 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 62 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 63 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 64 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 65 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 66 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027