866-997-4948(US-Canada Toll Free)

Cleaning the House - China - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Housewares

No. of Pages : N/A

Rather than trying to speed up consumers’ cleaning frequencies or creating more cleaning tasks for Chinese consumers, opportunities for market growth exist in niche segments such as hard surface cleaners where the product usage is relatively low due to cross-category competition. A good way to drive product usage is in providing extra benefits such as anti-bacterial, long-lasting efficacy or ease-of-use packaging to exceed the surrogates that consumers are currently using. Furthermore, brands need to respond to consumers’ evolving cleaning habits and lifestyles such as their growing awareness of polishing and interests in western-style cooking.

Table of Content

OVERVIEW
What you need to know
Covered in this Report
Subgroup definitions
Household income

EXECUTIVE SUMMARY
The market
Achieved strong growth but a low priority in consumers’ spending
Still room for further growth
The consumer
Consumers are continuing to modernise their home
Figure 1: Ownership of household appliances ownership, 2016 vs 2014
High earners undertake even more cleaning responsibilities
Figure 2: Cleaning responsibilities, by personal income, December 2016
Polishing has potential
Figure 3: Doing different household cleaning tasks once a week or more, 2016 vs 2014
Families with children set higher standards for household cleaning
Figure 4: Definition of household cleaning, by family structure, December 2016
Attention centralised on efficacy even for green cleaning products
Figure 5: Perception of an ideal green cleaning product, December 2016
Varying household cleaning habits and lifestyle
Figure 6: Household cleaning habits and lifestyle, December 2016
What we think

ISSUES AND INSIGHTS
Changes in cooking style bring new opportunities
The facts
The implications
Figure 7: Examples of oven and coffee machine cleaners, US and South Africa, 2016
Meet the advanced cleaning needs of families with children
The facts
The implications
Figure 8: Examples of cleaning products with ‘anti-bacterial’ and ‘for children’ claims, Indonesia and UK, 2016
Figure 9: Example of Clorox UV, 2015
Figure 10: Examples of household cleaners made with electrolysed water, South Africa and Japan, 2016
Will the second-child policy make any difference?
The facts
The implications
Figure 11: Examples of time-saving cleaning products, US, 2016
How to communicate green benefits to consumers?
The facts
The implications

THE MARKET - WHAT YOU NEED TO KNOW
A low priority in consumers’ spending
Niche segments hold growing potential
Benefits from second-child policy

MARKET OVERVIEW
Strong growth but remains a low spending priority
Figure 12: Value sales of household cleaners, dishwashing detergent and laundry detergent, China, 2015-16
Figure 13: Spending priorities of Chinese consumers, 2016
Kitchen and washroom cleaners remain the main segments
Figure 14: Segments’ value share of household cleaners market, China, US and UK, 2015
Figure 15: Frequencies of cleaning floor and window, China and UK

MARKET FACTORS
More households drive consumption of household cleaners
Second-child policy brings more advanced cleaning needs
Pursuit of better living environment

THE CONSUMER — WHAT YOU NEED TO KNOW
Changing ownership of different household appliances
High earners doing it themselves
Polishing is gaining consumers’ attention
Efficacy is a must-have even in a green cleaning product
Non-disposable and gentle cleaning products are mainstream
Families with children have more advanced cleaning needs
Consumers are returning to kitchen with a changing cooking style

HOUSEHOLD APPLIANCES OWNERSHIP
Consumers are into western-style cooking
Figure 16: Ownership of household appliances, 2016 vs 2014
Greater dependence on automatic cleaners
Figure 17: Ownership of automatic cleaning products, by age, December 2016
Household cleaning has gone beyond just eliminating visible dirt
Figure 18: Ownership of air purifier, by city, December 2016

CLEANING RESPONSIBILITIES
Young couples are increasingly engaged in household cleaning
Figure 19: Cleaning responsibilities, 2016 vs 2014
Figure 20: Cleaning responsibilities, 2016 vs 2014
Busy working lives don’t prevent consumers from cleaning the house
Figure 21: Cleaning responsibilities, by monthly personal income, December 2016

HOUSEHOLD CLEANING FREQUENCY
Growing awareness on floor/furniture polish
Figure 22: Doing different household cleaning tasks once a week or more, 2016 vs 2014
Figure 23: Frequency of polishing floor and furniture, 2016 vs 2014
Figure 24: Examples of floor care guidance on Bona official website, 2016
Males undertake more light cleaning tasks
Figure 25: Doing different household cleaning tasks once a week or more, by gender, December 2016
Pollution pushes northerners to clean more frequently
Figure 26: Cleaning floor/furniture surface once a week or more, by region, December 2016

DEFINITION OF HOUSEHOLD CLEANLINESS
Deodorization is the primary aspect for household cleaning
Figure 27: Definition of household cleaning, December 2016
Families with children set higher standards for household cleaning
Figure 28: Percentage of considering these standards very important, by family structure, December 2016
Opportunities to upmarket anti-bacterial and scented products
Figure 29: Percentage of considering these standards very important, by monthly household income, December 2016
Females are less tolerant of visible fibre/hair

IDEAL GREEN CLEANING PRODUCTS
Diversified perceptions for green products
Figure 30: Perception of an ideal green cleaning product, December 2016
Efficacy is a must-have even in green cleaning products
Gentle products users prefer natural ingredients

HOUSEHOLD CLEANING HABITS AND LIFESTYLE
Consumers prefer to clean an untidy area upon noticing it
Figure 31: Household cleaning habits, December 2016
Non-disposable cleaning products are still the mainstream
Figure 32: Preference for disposable or non-disposable products, December 2016
Disposable products for shiny surfaces and pleasant scent
Figure 33: Percentage of consumers who consider these standards very important, by preference for disposable products, December 2016
Figure 34: Examples of scented/polishing disposable cleaning products, UK and Norway, 2016-17
Gentle products appeal to more consumers
Figure 35: Preference on gentle or heavy duty cleaning products, December 2016
Consumers are returning to kitchen with a changing cooking style
Figure 36: Preference for gentle/heavy duty products, by dieting habits, December 2016
The elderly may need an extra pair of hands, while the young clean more by themselves
Figure 37: Household cleaning habits, by age, December 2016

MEET THE MINTROPOLITANS
Mintropolitans are more likely to clean by themselves
Figure 38: Cleaning responsibilities, by consumer segmentation, December 2016
Mintropolitans tend to have more household appliances
Figure 39: Ownership of household appliances, by consumer segmentation, December 2016
Mintropolitans have advanced needs to keep home clean
Figure 40: Percentage of considering these standards very important, by consumer segmentation, December 2016

APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *