HOME CARE IN CHINA

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Registers Stable Current Value Growth in 2018

Product Improvement A Key Trend in Home Care

Guangzhou Liby Enterprise Group Remains the Leading Player

Differentiated Home Care Products Are Introduced Based on Local Needs

Value Growth Set To Slow Further Over the Forecast Period

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Distribution of Home Care by Format: % Value 2013-2018

Table 7 Distribution of Home Care by Format and Category: % Value 2018

Table 8 Forecast Sales of Home Care by Category: Value 2018-2023

Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Growth of Air Care Slows in 2018 Due To A Lack of New Product Development

Car Air Fresheners Once Again the Best Performing Category

Growth of Spray/aerosol Air Fresheners Slows Due To Changing Lifestyles

Competitive Landscape

Shanghai Johnson Remains the Leading Player

Guangzhou Liby Enterprise Group Registers the Strongest Value Growth

Category Data

Table 10 Sales of Air Care by Category: Value 2013-2018

Table 11 Sales of Air Care by Category: % Value Growth 2013-2018

Table 12 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 13 NBO Company Shares of Air Care: % Value 2014-2018

Table 14 LBN Brand Shares of Air Care: % Value 2015-2018

Table 15 Forecast Sales of Air Care by Category: Value 2018-2023

Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Sees Growth Slow Slightly in 2018

Average Unit Price Rises in Current Terms

Competitive Landscape

Shanghai Hutchison Whitecat Remains the Leading Player

Bleach Tends To Be A Regionalised Category

Category Data

Table 17 Sales of Bleach: Value 2013-2018

Table 18 Sales of Bleach: % Value Growth 2013-2018

Table 19 NBO Company Shares of Bleach: % Value 2014-2018

Table 20 LBN Brand Shares of Bleach: % Value 2015-2018

Table 21 Forecast Sales of Bleach: Value 2018-2023

Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Category Growth Driven by Solid Demand for Hand Dishwashing

Strong Growth of Automatic Dishwashing Driven by Soaring Demand for Automatic Dishwashers

Competitive Landscape

Guangzhou Liby Enterprise Group Remains the Leading Player in Dishwashing

Reckitt Benckiser China Records the Strongest Value Sales Growth in 2018

Category Indicators

Table 23 Household Possession of Dishwashers 2013-2018

Category Data

Table 24 Sales of Dishwashing by Category: Value 2013-2018

Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Home Insecticides Suffering From Increasing Health Concerns

Electric Insecticides the Only Category To Post A Positive Performance

Competitive Landscape

Zhongshan Lanju Daily Use Products Loses Its Leading Position in Home Insecticides

Guangzhou Liby Enterprise Group Continues To Perform Well

Category Data

Table 30 Sales of Home Insecticides by Category: Value 2013-2018

Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 32 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 33 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 34 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 35 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 36 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Concentrated Detergents Continues To Grow But Still Accounts for A Low Share of Sales

Tablet Detergents Expected To Record the Strongest Growth Over the Forecast Period

Consumers Tending Towards More Natural and Gentler Products

Competitive Landscape

Guangzhou Liby Enterprise Group Maintains Its Leading Position

Youthful Marketing Strategies Used by the Leading Players To Attract Younger Consumers

Category Indicators

Table 37 Household Possession of Washing Machines 2013-2018

Category Data

Table 38 Sales of Laundry Care by Category: Value 2013-2018

Table 39 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 40 Sales of Laundry Aids by Category: Value 2013-2018

Table 41 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 42 Sales of Laundry Detergents by Category: Value 2013-2018

Table 43 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 44 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 45 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 46 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 50 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 51 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Floor Polish Records Steady Growth Thanks To Rising Standards of Living

Shoe Polish Continues To Register Sluggish Growth

Competitive Landscape

Shanghai Johnson Maintains Its Leading Position

Multinationals Outperform Local Companies

Category Data

Table 52 Sales of Polishes by Category: Value 2013-2018

Table 53 Sales of Polishes by Category: % Value Growth 2013-2018

Table 54 NBO Company Shares of Polishes: % Value 2014-2018

Table 55 LBN Brand Shares of Polishes: % Value 2015-2018

Table 56 Forecast Sales of Polishes by Category: Value 2018-2023

Table 57 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Surface Care Continues To Record Strong Growth

the Kitchen Remains the Most Important Space for Surface Care

Internet Retailing A Growing Distribution Channel

Competitive Landscape

Shanghai Johnson Maintains Its Leading Position

Guangzhou Liby Enterprise Group Posts the Strongest Value Sales Growth in 2018

Category Data

Table 58 Sales of Surface Care by Category: Value 2013-2018

Table 59 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 62 NBO Company Shares of Surface Care: % Value 2014-2018

Table 63 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 64 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 65 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 66 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 67 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Category Continues To Benefit From Rising Consumer Interest in Toilet Hygiene

Convenience and Effectiveness Contribute To the Growth of In-cistern Devices

Competitive Landscape

Shanghai Johnson Remains the Clear Leader in Toilet Care

Guangzhou Liby Enterprise Group Gains Share From Other Domestic Players

Category Data

Table 68 Sales of Toilet Care by Category: Value 2013-2018

Table 69 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 70 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 71 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 72 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 73 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

Home care in China recorded slightly slower but stable current value growth in 2018. Despite a sluggish performance from home insecticides, laundry care, dishwashing and surface care contributed the most to the increase in retail value sales, with the best performing categories including liquid tablet detergents and automatic dishwashing as a result of product premiumisation. To cater for consumers’ increasing demands and further stimulate sales, manufacturers started to launch task-specific pro...

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 2023 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.