Home Care in China
In China, retail value sales home care are estimated to have grown at a modest rate in 2023, after a recovery in 2022. Due to the resurgence of COVID-19 in early 2022, many cities and regions in China implemented strict control policies, forcing consumers to spend more time at home, which in turn increased demand for home care products. At the end of 2022, China lifted its COVID-19 restrictions, and consumers resumed outdoor activities, business trips, etc. Getting back to normal life in 2023 st...
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 2028 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?
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 2028 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.
Home Care in China
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN CHINA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Laundry care category remains stable in 2023
Segmented detergents and laundry aids remain popular
Diversified product portfolios an advantage in a competitive market
PROSPECTS AND OPPORTUNITIES
Scented trend boosted by consumer consciousness and brand action
Extra care for families with pets and children – a new and niche trend in laundry care
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2018-2023
Table 12 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 13 Sales of Laundry Aids by Category: Value 2018-2023
Table 14 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 15 Sales of Laundry Detergents by Category: Value 2018-2023
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 18 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 19 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 23 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Flat growth for dishwashing in China as average unit price drops
Liby leads growth in hand dishwashing
PROSPECTS AND OPPORTUNITIES
Growth in automatic dishwashing powders will slow
Natural ingredient additives still in fashion for hand dishwashing products
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2018-2023
Table 27 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 29 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 30 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Surface care sales maintain growth, driven by home care cleaning habits retained after COVID-19
Disinfection and sterilisation become prominent functions in surface care product advertising
Shanghai Johnson maintains the surface care market leader position
PROSPECTS AND OPPORTUNITIES
More diversified e-commerce channels and more intense price competition expected in different e-commerce channels
The prevalence of the “lazy economy” is predicted to drive sales of surface care products which are more convenient and efficient
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2018-2023
Table 33 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 36 NBO Company Shares of Surface Care: % Value 2019-2023
Table 37 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 40 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Domestic brands dominate sales of bleach
The share of online purchases of bleach is increasing rapidly
PROSPECTS AND OPPORTUNITIES
Consumers are paying more attention to the ingredients of bleach
The primary functions of bleach may gradually be replaced by other product categories in the future
CATEGORY DATA
Table 42 Sales of Bleach: Value 2018-2023
Table 43 Sales of Bleach: % Value Growth 2018-2023
Table 44 NBO Company Shares of Bleach: % Value 2019-2023
Table 45 LBN Brand Shares of Bleach: % Value 2020-2023
Table 46 Forecast Sales of Bleach: Value 2023-2028
Table 47 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care products carry on growth momentum in 2023
Mr Muscle maintains leading position
PROSPECTS AND OPPORTUNITIES
In-cistern devices favoured by Chinese consumers
Multifunctional products may hamper growth in toilet liquids/foam
CATEGORY DATA
Table 48 Sales of Toilet Care by Category: Value 2018-2023
Table 49 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 51 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 52 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Moderate value growth for polishes in China
Concentration persists as profit margins decrease for polishes
PROSPECTS AND OPPORTUNITIES
Furniture polish to face declines as consumers shift from wooden furniture
Floor polish forecast to see growth slow down
CATEGORY DATA
Table 54 Sales of Polishes by Category: Value 2018-2023
Table 55 Sales of Polishes by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Polishes: % Value 2019-2023
Table 57 LBN Brand Shares of Polishes: % Value 2020-2023
Table 58 Forecast Sales of Polishes by Category: Value 2023-2028
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care products are maintaining growth, but a challenge to recover to pre-pandemic levels
The functionality of air care products has been prominently showcased in recent years
PROSPECTS AND OPPORTUNITIES
The rise of domestic fragrance brands is squeezing traditional air care brands
Increased car sales may drive the growth of car air fresheners in the future
Air care fragrance has been a crucial factor in attracting consumers, with traditional Chinese scents becoming particularly popular
CATEGORY DATA
Table 60 Sales of Air Care by Category: Value 2018-2023
Table 61 Sales of Air Care by Category: % Value Growth 2018-2023
Table 62 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Decline in sales of home insecticides continues in 2023
Electric insecticides see more growth than other subcategories
PROSPECTS AND OPPORTUNITIES
Personal care products may be a threat to home insecticides
Fragmented competition set to carry on in home insecticides
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN CHINA
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Laundry care category remains stable in 2023
Segmented detergents and laundry aids remain popular
Diversified product portfolios an advantage in a competitive market
PROSPECTS AND OPPORTUNITIES
Scented trend boosted by consumer consciousness and brand action
Extra care for families with pets and children – a new and niche trend in laundry care
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2018-2023
Table 12 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 13 Sales of Laundry Aids by Category: Value 2018-2023
Table 14 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 15 Sales of Laundry Detergents by Category: Value 2018-2023
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 18 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 19 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 20 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 21 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 23 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Flat growth for dishwashing in China as average unit price drops
Liby leads growth in hand dishwashing
PROSPECTS AND OPPORTUNITIES
Growth in automatic dishwashing powders will slow
Natural ingredient additives still in fashion for hand dishwashing products
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2018-2023
Table 27 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 28 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 29 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 30 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Surface care sales maintain growth, driven by home care cleaning habits retained after COVID-19
Disinfection and sterilisation become prominent functions in surface care product advertising
Shanghai Johnson maintains the surface care market leader position
PROSPECTS AND OPPORTUNITIES
More diversified e-commerce channels and more intense price competition expected in different e-commerce channels
The prevalence of the “lazy economy” is predicted to drive sales of surface care products which are more convenient and efficient
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2018-2023
Table 33 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
Table 36 NBO Company Shares of Surface Care: % Value 2019-2023
Table 37 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
Table 40 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Domestic brands dominate sales of bleach
The share of online purchases of bleach is increasing rapidly
PROSPECTS AND OPPORTUNITIES
Consumers are paying more attention to the ingredients of bleach
The primary functions of bleach may gradually be replaced by other product categories in the future
CATEGORY DATA
Table 42 Sales of Bleach: Value 2018-2023
Table 43 Sales of Bleach: % Value Growth 2018-2023
Table 44 NBO Company Shares of Bleach: % Value 2019-2023
Table 45 LBN Brand Shares of Bleach: % Value 2020-2023
Table 46 Forecast Sales of Bleach: Value 2023-2028
Table 47 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care products carry on growth momentum in 2023
Mr Muscle maintains leading position
PROSPECTS AND OPPORTUNITIES
In-cistern devices favoured by Chinese consumers
Multifunctional products may hamper growth in toilet liquids/foam
CATEGORY DATA
Table 48 Sales of Toilet Care by Category: Value 2018-2023
Table 49 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 51 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 52 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Moderate value growth for polishes in China
Concentration persists as profit margins decrease for polishes
PROSPECTS AND OPPORTUNITIES
Furniture polish to face declines as consumers shift from wooden furniture
Floor polish forecast to see growth slow down
CATEGORY DATA
Table 54 Sales of Polishes by Category: Value 2018-2023
Table 55 Sales of Polishes by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Polishes: % Value 2019-2023
Table 57 LBN Brand Shares of Polishes: % Value 2020-2023
Table 58 Forecast Sales of Polishes by Category: Value 2023-2028
Table 59 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care products are maintaining growth, but a challenge to recover to pre-pandemic levels
The functionality of air care products has been prominently showcased in recent years
PROSPECTS AND OPPORTUNITIES
The rise of domestic fragrance brands is squeezing traditional air care brands
Increased car sales may drive the growth of car air fresheners in the future
Air care fragrance has been a crucial factor in attracting consumers, with traditional Chinese scents becoming particularly popular
CATEGORY DATA
Table 60 Sales of Air Care by Category: Value 2018-2023
Table 61 Sales of Air Care by Category: % Value Growth 2018-2023
Table 62 Sales of Air Care by Fragrance: Value Ranking 2021-2023
Table 63 NBO Company Shares of Air Care: % Value 2019-2023
Table 64 LBN Brand Shares of Air Care: % Value 2020-2023
Table 65 Forecast Sales of Air Care by Category: Value 2023-2028
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN CHINA
KEY DATA FINDINGS
2023 DEVELOPMENTS
Decline in sales of home insecticides continues in 2023
Electric insecticides see more growth than other subcategories
PROSPECTS AND OPPORTUNITIES
Personal care products may be a threat to home insecticides
Fragmented competition set to carry on in home insecticides
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2018-2023
Table 68 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 70 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 71 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 72 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
