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Report

Home Care in China

Market Direction I 2022-05-16 I 62 Pages I Euromonitor

Home care registered modest current value growth in China in 2021. With the number of new COVID-19 cases remaining relatively low on a national level compared with at the outset of the outbreak, Chinese consumers adapted to the new normal, leading to the normalisation of demand in home care categories that primarily benefited from more home cooking and cleaning due to restrictions on movement in early 2020, including dishwashing, surface care, toilet care and air care. As China has a zero-COVID...

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 2026 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Home Care in China
Euromonitor International
May 2022

List Of Contents And Tables

HOME CARE IN CHINA
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Distribution of Home Care by Format: % Value 2016-2021
Table 7 Distribution of Home Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Home Care by Category: Value 2021-2026
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Detergent tablets registers solid growth, while liquid detergents sees growth slow
Growth of laundry sanitiser remains robust
Price competition persists, and exacerbates players' value sales
PROSPECTS AND OPPORTUNITIES
Eco-friendliness bolstered by consumer consciousness, brand action and regulation
Detergent tablets to continue its growth trajectory with more diverse ingredients
CATEGORY INDICATORS
Table 59 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 60 Sales of Laundry Care by Category: Value 2016-2021
Table 61 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 62 Sales of Laundry Aids by Category: Value 2016-2021
Table 63 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 64 Sales of Laundry Detergents by Category: Value 2016-2021
Table 65 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 66 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 67 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 68 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 69 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 70 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 71 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 72 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 73 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for hand dishwashing normalises, but premiumisation seen
Reckitt Benckiser's Finish faces competition from cross-industry players
PROSPECTS AND OPPORTUNITIES
Natural antibacterial ingredients are rising in hand dishwashing
Automatic dishwashing expected to record strong growth with boom in dishwashers
CATEGORY INDICATORS
Table 10 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 11 Sales of Dishwashing by Category: Value 2016-2021
Table 12 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 14 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 15 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 16 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth is sustained in 2021, supported by established hygiene routines
Rise of natural and green ingredients in the post-pandemic era
Shanghai Johnson continues to lead
PROSPECTS AND OPPORTUNITIES
Positive outlook, driven by stronger hygiene awareness
Impact and opportunities from small appliances in terms of strategy and innovation
CATEGORY DATA
Table 17 Sales of Surface Care by Category: Value 2016-2021
Table 18 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 19 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
Table 20 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
Table 21 NBO Company Shares of Surface Care: % Value 2017-2021
Table 22 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 23 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
Table 24 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
Table 25 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 26 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Bleach witnesses competition from home care disinfectants
E-commerce continues its growth momentum
PROSPECTS AND OPPORTUNITIES
Demand for bleach projected to weaken over the forecast period
Product development geared towards diverse laundry care demands
CATEGORY DATA
Table 27 Sales of Bleach: Value 2016-2021
Table 28 Sales of Bleach: % Value Growth 2016-2021
Table 29 NBO Company Shares of Bleach: % Value 2017-2021
Table 30 LBN Brand Shares of Bleach: % Value 2018-2021
Table 31 Forecast Sales of Bleach: Value 2021-2026
Table 32 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Robust growth maintained for toilet care in 2021
Increasing consumer interest in ITBs
PROSPECTS AND OPPORTUNITIES
Positive outlook underpinned by established hygiene routines and wider adoption
E-commerce expected to continue to spearhead growth
CATEGORY DATA
Table 33 Sales of Toilet Care by Category: Value 2016-2021
Table 34 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 36 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 37 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 38 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Polishes recovers in 2021, following the loosening of restrictions
Stagnant manufacturer innovation limits consumers' interest
PROSPECTS AND OPPORTUNITIES
Casual footwear trend expected to continue to hurt shoe polish
Floor polish and furniture polish have a brighter outlook
CATEGORY DATA
Table 39 Sales of Polishes by Category: Value 2016-2021
Table 40 Sales of Polishes by Category: % Value Growth 2016-2021
Table 41 NBO Company Shares of Polishes: % Value 2017-2021
Table 42 LBN Brand Shares of Polishes: % Value 2018-2021
Table 43 Forecast Sales of Polishes by Category: Value 2021-2026
Table 44 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Care for air in the home underpins growth in 2021
Sophisticated consumer demands drive innovation
Incumbents lose share to emerging players
PROSPECTS AND OPPORTUNITIES
Positive outlook driven by consumer interest in in-home air quality and scent
CATEGORY DATA
Table 45 Sales of Air Care by Category: Value 2016-2021
Table 46 Sales of Air Care by Category: % Value Growth 2016-2021
Table 47 Sales of Air Care by Fragrance: Value Ranking 2019-2021
Table 48 NBO Company Shares of Air Care: % Value 2017-2021
Table 49 LBN Brand Shares of Air Care: % Value 2018-2021
Table 50 Forecast Sales of Air Care by Category: Value 2021-2026
Table 51 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Electric insecticides continues to drive growth
Entry of mother and baby brands intensifies the competition
PROSPECTS AND OPPORTUNITIES
Further shift to electric insecticides fuels strong forecast
Electric insecticides with value-added benefits on the rise
CATEGORY DATA
Table 52 Sales of Home Insecticides by Category: Value 2016-2021
Table 53 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 54 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 55 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 56 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 57 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 58 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026

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