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.
The publisher'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.
The publisher'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.
Table of Contents
HOME CARE IN CHINAEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- 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
SOURCES
- Summary 1 Research Sources
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
- 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
- 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
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
- 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
- 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
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
- Stable outlook along with normalisation of demand
- Cross-industry cooperation should be considered to minimise the competition
- 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
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
- Players will have to address consumers’ safety concerns to prevent category switching
- The rising demand for different functionalities likely to limit growth
- 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
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Toilet care sees dynamic growth in 2022
- E-commerce records continued sales and share growth in 2022
- 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
- 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
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
- 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
- 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
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
- Growth expected to rebound, driven by demand for products to improve mood
- Challenge likely from outside the category
- 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
- 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
- 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
