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The COVID-19 crisis had a marked influence on the performance of home care in the Chinese market in 2020. Overall volumes saw stronger growth than in the previous year, as the pandemic led to increased consumer concerns about hygiene and long periods of home confinement resulted in more engagement in a wide range of household tasks. However, the market witnessed a slight deterioration in its performance in value terms compared with the previous year as the uncertain economic situation and reduce...
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 2025 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Distribution of Home Care by Format: % Value 2015-2020 Table 7 Distribution of Home Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Home Care by Category: Value 2020-2025 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Fall in unit price weakens laundry care's performance
Laundry sanitiser category sees dynamic growth
Leaders lose share to players adopting competitive pricing strategies
RECOVERY AND OPPORTUNITIES
Upmarket trend to support value growth
Liquid detergents likely to see more movement
Positive outlook for laundry sanitiser category
CATEGORY INDICATORS
Table 10 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increase in home cooking boosts demand during the COVID-19 crisis
Growing demand for table-top dishwashers boosts automatic dishwashing sales
Strong growth for e-commerce
RECOVERY AND OPPORTUNITIES
Unit price recovery set to support continued growth in hand dishwashing
Automatic dishwashing set to benefit from deepening penetration of dishwashers
Opportunities for products targeting Chinese consumers' cooking habits and hygiene-consciousness
CATEGORY INDICATORS
Table 25 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Surface care registers strong performance in 2020
Strong demand for home care disinfectants
Home care disinfectants players thrive in 2020
RECOVERY AND OPPORTUNITIES
COVID-19 set to have permanent impact on consumer behaviour
Resurgence of interest in green products
Positive outlook for impregnated wet wipes
CATEGORY DATA
Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of Surface Care: % Value 2016-2020 Table 37 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 38 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 39 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 40 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand supported by hygiene-consciousness, though many consumers prefer home care disinfectants
Strong online growth
High level of regionalisation
RECOVERY AND OPPORTUNITIES
Hygiene-awareness and budget-consciousness to support demand
Further growth for e-commerce
Lack of investment likely
CATEGORY DATA
Table 42 Sales of Bleach: Value 2015-2020 Table 43 Sales of Bleach: % Value Growth 2015-2020 Table 44 NBO Company Shares of Bleach: % Value 2016-2020 Table 45 LBN Brand Shares of Bleach: % Value 2017-2020 Table 46 Forecast Sales of Bleach: Value 2020-2025 Table 47 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Hygiene-awareness and more time at home drive growth
In-cistern devices sees strong growth
Shanghai Johnson remains dominant, but smaller players gain share
RECOVERY AND OPPORTUNITIES
Positive outlook despite normalisation of usage
In-cistern devices set to lead growth
Further development of e-commerce
CATEGORY DATA
Table 48 Sales of Toilet Care by Category: Value 2015-2020 Table 49 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 51 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 52 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 53 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Polishes not seen as essential
Lack of manufacturer investment
Shanghai Johnson reinforces lead
RECOVERY AND OPPORTUNITIES
Return to growth without full recovery
Shoe polish to suffer from footwear trends
Stronger performance from furniture polish and floor polish
CATEGORY DATA
Table 54 Sales of Polishes by Category: Value 2015-2020 Table 55 Sales of Polishes by Category: % Value Growth 2015-2020 Table 56 NBO Company Shares of Polishes: % Value 2016-2020 Table 57 LBN Brand Shares of Polishes: % Value 2017-2020 Table 58 Forecast Sales of Polishes by Category: Value 2020-2025 Table 59 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stronger growth in 2020
Competition from home care disinfectants
Shanghai Johnson retains lead but loses share
RECOVERY AND OPPORTUNITIES
Positive outlook
Continued trend towards e-commerce
Health concerns a potential constraint on spray/aerosol air fresheners
CATEGORY DATA
Table 60 Sales of Air Care by Category: Value 2015-2020 Table 61 Sales of Air Care by Category: % Value Growth 2015-2020 Table 62 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 63 NBO Company Shares of Air Care: % Value 2016-2020 Table 64 LBN Brand Shares of Air Care: % Value 2017-2020 Table 65 Forecast Sales of Air Care by Category: Value 2020-2025 Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Continuation of trends as COVID-19 has little impact
Shift to electric insecticides
E-commerce expansion creating potential for disruption of competitive landscape
RECOVERY AND OPPORTUNITIES
Electric insecticides offers most potential
Health impact a key consideration
Growing interest in "baby safe" products
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020 Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025